For example, Hyundai demonstrates good ownership of the first SERP for "Hyundai," with its official U.S. homepage in the top organic spot, individual dealer Web sites, a Wikipedia listing and news clips below. The company also secured the top spot in paid search.
But a search for "Hyundi," a common misspelling, turns up no official Hyundai info above the fold. Instead, searchers see listings with headings like "Hyundi - three cars have transmission trouble," "bad Hyundi," (complete with a snippet describing the car as "the worst car ever") and a tale of woe from the Rip Off Report. While Google suggests the correct spelling, searchers still have the chance to glimpse all of this negativity--and the question of whether they'll try a search for the original brand again, or be scared off by the bad rap and head in a different direction.