SEOmoz | Google Won't Remove that Page You Don't Like, But You (or Your SEO) Can

A reputation management campaign has three basic components:

1. Identify which search queries (keywords) produce prominently listed, undesirable results (typically this is only the top 10 - aka Page 1)
2. Create content on multiple sites with the intention of outranking the negative content (remember that, in general, Google will only list a maximum of two pages from a single domain on a given results page)
3. Optimize those pages with content & links to achieve rankings higher than the negative content, thus "pushing it down" to the 2nd page of results (or further)

SEOmoz | Google Won't Remove that Page You Don't Like, But You (or Your SEO) Can.