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Funny thing is that many ORM companies fail at guarding own reputation:

Yet the industry has its own image problem. Even the most prominent player, Reputation.com, which charges $3,000 per year—and often many times that—to police search results for clients can’t entirely cleanse its own profile. The company’s first page of Google results is free of negative content, but when a user types the company name into the search box, Google’s auto-complete feature often suggests “Reputation.com scam” as one of the choices. “To solve this for ourselves is not an option based on the time and money we’d have to put into it,” says Michael Fertik, chief executive officer of the Redwood City (Calif.) company, which is backed by more than $67 million in venture funding. “Sometimes you can move content from page two to page five of Google, but the cost becomes so high that it’s not realistic.” Source: http://www.businessweek.com/magazine/fixing-the-reputations-...