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Many marketers and PR execs have experienced a major PR crisis that has resulted in a search engine reputation management nightmare. There are a great deal of skeletons out there from Bernard Mathews (June 2007) to HBOS (May 2009). Universal search creates its own set of nightmares, just ask Kentucky Fried Chicken. While these certainly are significant threats, in my opinion the biggest threat to your search reputation management is inaction.

Why should you care about your search reputation management?
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