tedster - 5:25 pm on Jul 3, 2007 (gmt 0)

Tonearm, this kind of thing is called "reputation management" - quite a few companies and consultants offer the service. There are different approaches for getting the top ten all to be positive content about the company or person involved, and they almost always include a strong web 2.0 component. You can search for articles about reputation management to get a fuller idea.