Did you know that Search Engine Optimisation is a key part of reputation management? It all has to do with what people see when they type your brand or keyword in the search engines. If negative results are visible on the first page, or even worse, above the official website, this could damage your reputation and lead to loss of visitors, sales and trust.
Search engines do not distinguish between official and satirical or even malicious references to a particular keyword, name or brand. They crawl pages and index what they see. Negative results for your brand should not be visible on the first page.
This is where SEO comes in. Effective SEO will push negative search results right down, out of sight of searchers looking for you. This should be ongoing, and coupled with effective monitoring and analysis of online conversations. If you do all this, you are doing good things for you online reputation.