Reverse search Engine Optimization (Reverse SEO), (the act of making the results of a search engine optimal range of possible reducing the negative or bad press), "the simultaneous optimization of the expected results, while that the reduction or elimination of undesirable results ";" in an optimization problem seeking the values of the variables that lead to an optimal value of the function to be optimized "," to degrade the optimization and diversification of a result Search. "- Clinton Cimring, 2006. Why People DO Reverse SEO! Reverse SEO has become one of the most effective strategies to minimize the impact of bad publicity in listings of search engines'organic. This is an online reputation management (ORM) tool for SEO consultants manage Online Reputation Management. Too often, companies become targets of negative press line. Angry customers begin to have links to companies the task of grievances, real or imagined. Competitors often dishonest do everything possible to distribute reports of online fraud. The problem is that these links, pages, and can start ranking well in Google and Yahoo.