After departing from the barter/social network website tradingo.com, where he had served as COO since 2008, Scott Scheinbaum launched a new business this past May. It’s called Reputation Angel, and it aims to protect other businesses’ online reputations. “Some friends of mine who were entrepreneurs with businesses of their own were coming to me saying, ‘Hey, people are posting about me online and this is completely and totally false,’” Scheinbaum says. Enter reputationangel.com, which strategizes to present positive information about a business to Web search engines in a way that “carries more weight,” pushing it ahead of negative content in search returns, Scheinbaum says. “There’s definitely a need for this sort of thing—you really need to be aware of what’s going on with your online reputation. What you don’t know can hurt you.”
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