Undo de-indexing of page URLs In recent months, Ripoff Report has apparently instituted a few changes in an attempt to undo the de-indexing of its pages in Google due to court-ordered removal requests. Many Google systems use page URLs as unique identifiers for web pages. Google's systems basically rely on the URL as a sort of page identifier. As such, when Google decides to remove a page from its search results, it does so based on the page's URL. (Google can, of course, also take down pages based on a common domain name, but I think takedowns for copyright infringement and other reasons such as defamation and revenge porn takedown requests , are all based on individual page URLs.) The weakness of Google's page removal system is that it relies on fairly stable page URLs. Because if a URL changes, its web page suddenly has a brand new identifying code - a code jewelry retouching service that is not removed from search results. Ripoff Report apparently figured out that by changing certain characters in deindexed page URLs, they can magically restore their pages to appear in search results again. I have now heard reports from a number of attorneys whose dismayed clients have contacted them when previously de-indexed Ripoff report pages suddenly began to appear and rank highly in Google again. A revenge porn client I sometimes helped out on a voluntary basis contacted me again recently, largely because a few Ripoff Report pages that had previously been de-indexed in Google started ranking again for his name searches. The apparent reason? The Ripoff report changed a number of characters in the URL. Now, it's not unusual for large websites to post changes in page URLs. Page URL changes can have many reasons. It is possible that only scattered pages on a site will see