As a blogger, your personal brand and your business brand are often one and the same. So when someone looks for you via a search engine, you want to be sure what he or she finds reflects the brand you've worked so hard to create.
Bottom line: it takes a lot of effort and you have to be tech savvy to manipulate a search result. Most people aren't equipped to get the results they want. Prevention is obviously key. There are things both you individually and your business can do to develop and maintain a good online reputation: