Spiders and bots are sent out hunting for content to search and classify but sometimes they can get tangled. 

Google wants the world to be a web, as does every search engine.  It likes when your site is linked to many other relevant sites. It has built the mechanism that allows cataloging and categorization of news, videos, blogs, tweets and every other kind of content you can think of.  But sometimes there's a backfire.  You know when you're looking for information about one thing and you get results that include all kinds of other strange stuff? 

An article in The Atlantic caught my eye this morning, because it first of all made me laugh.  And then it made me think, "Uh oh."   Here's the gist of it.

Berkshire Hathaway's stock price rises when Anne Hathaway is in the news.  Think about that one - a Huffington Post blogger picked up on this when Anne Hathaway was in the news a lot, around the Academy Awards broadcast.  There are stock trading computers that scan the media for references to companies and products because they're looking for early warning signals that might affect valuation or that correlate to other market activities in a predictable fashion (and this is apparently being heavily tested by our friends at hedge funds.)  But these programs can produce the same problems that all search engine deliver, the same confounding results that won't differentiate between Hathaways. 

The Atlantic makes the point that some people must be making millions from this technology.  But I think what it points out is that language is more important than ever before.  Specificity of your name, your product, your differentiation really matters.  Good news about your company and product (particularly in the case of publicly traded companies, apparently) really matters. 

So take another look at your website.  Have a copywriter work on your copy.  And make sure that searches produce the results you want, to include your URL and the relevant pages on your site.  And keep an eye on your stock portfolio while you're at it.