Search engine deoptimization is the recognition that sometimes search engine optimization can be harmful. Companies and individuals often suffer from having negative press at the top of their search results. Search engine deoptimization will de-emphasize this negative press to fight web libel.
http://www.technosight.com/search-engine-deoptimization/

This article about MyBuilder is brilliant, it identifies all of the positive and negatives about the system. The most important part of the review, however, is the mention of reputation management. The idea is that the ability to perform reputation management will allow small builders to compete with larger brands.
http://nevertrustahippy.blogspot.com/2009/09/monopolies-market-research-and.html

If you know anything about the Internet, then you know that it can shape and mold your reputation online. When people search for your name, they will often find internet libel or innaccuracies about you or your company. Facebook, however, is one site that helps users to prevent this sort of thing.
http://www.prospectmx.com/social-network-online-reputation-management-protection

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