Companies subvert search results to squelch criticism: "But Quixtar is not alone. Every major company, non-profit and religious group now has to worry about their Web reputation and has to pay very close attention to that first page of search results.
'Managing brand credibility and press exposure is nothing new,' said Nan Dawkins, co-founder of Red Boots Consulting, which focuses on SEO for non-profits. 'The only new wrinkle here is the medium [Internet/search engines] and the tactics used to get visibility in that medium. The reality is that search engines are VERY IMPORTANT to an organization's brand. Search engines are where people look for answers to their questions, and there are a lot of different takes on those answers. Your side of the story may appear, but it is a certainty that it will appear alongside other, varying opinions. If you don't manage it, it may manage you.'"