Job recruiters and businesses use Google and other search engines to check the background of job candidates. College and university admissions offices search the web to determine who gains admission. Consumers use Google to make decisions about what sites to make purchases from. If there is negative information about you or your business on the web — whether factual or erroneous — you could easily lose out on a getting a job, or getting admitted to school, or your business could lose sales. If there are negative, reputation-hurting forum posts or comments, pictures, videos, or news articles about you or your company, you need to be proactive and make that web content less accessible to anyone searching for your name or your company’s name.