Well, the firm had nothing to do with that.  It was just routine BLP work instigated by her personally.  I suppose she might be doing multiple things to improve the way she is presented online, but that hardly amounts to "using" anyone, which sounds like a fairly hostile way to describe an ordinary activity undertaken by all kinds of people all the time.
In her case, specifically, the google results are often catastrophic, with such gems as "slutload.com". -( You can hardly blame her if she wants to improve the situation.