Jeffrey Epstein appears to have been googling himself regularly. We see Epstein shoot off emails to associates, complaining that his digital footprint includes factual information about his crimes. Epstein regularly directed his gripes at Al Seckel, a fixer type who appears over and over in Epstein files and promises to bury news articles and other content that mentions his abuse. SEO consultants, contacts in the sciences, and even unrelated acquaintances helped to obscure Epstein's past. In October 2010, Seckel laid out an overview of the group's plan of attack to defend Epstein's reputation online. The situation, as Seckel described it, was that a search surfaced "over 75+ pages of derogatory material," and that someone would be "very hard pressed to find any 'positive' references." To "balance the only one-sided negative opinion that has been spread over a wide birth on the Internet," Seckel said, the team would need to flood the zone with content they can control, specifically pointing to spinning up websites with original content related to Epstein's connections to science and charities. A "Phillipine Crew" ... would spread flattering links around the web, and other tasks. Part of how Google decides which pages to rank highly in search results is by looking at whether other sites link to a page; Epstein's camp appears to have been trying to push down negative search results by securing valuable links from outside entities.