White-hat reputation repair

Michael Fertik runs an online reputation repair service that claims to avoid shady SEO techniques and threats. Ian Mount interviews him at the New York Times:

Q. What if [published criticism] is really nasty?

A. As we say in Kentucky, when you wrestle with a pig you both get covered in mud. The last thing you want to do is start fighting these guys. You can’t take this personally.

Q. So what should the owner do?

A. Collect real reviews from real customers who are not that person. Get more voices in the conversation.

Q. What if the owner really did screw up?

A. The only thing you can do is reset and make a sustained effort to bring humor, light and grace back into the discussion.