How to clean up your online profile

ORLANDO, Fla. (FOX 35 ORLANDO) - Search results have become the new first impression thanks to our 24/7 online life. Negative content can't be deleted and never goes away, but there is something you can do about it since studies reveal 98 percent of online users never go past the first page of search results.

Rich Matta is the CEO of "Reputation Defender." People hire his company to clean up their online profile. His team creates positive stories based on the real you. They saturate the web with new content and deboost the negative stuff like scandalous photos, gossip and online attacks to the second page, and beyond of search results.

Fox 35's Andrea Jackson reveals how it works and why your reputation score could soon outweigh your credit score.