John W Dozier Jr, author of Google Bomb with Sue Scheff, highlighted extensive reputation management tactics to counteract Google's biased search results. Now, for the first time, Google has officially approved and is now encouraging the use of reputation management as a defense to false and defamatory search results. The Dozier Internet Law advice in Google Bomb goes much further than the Google guidance and advice and there are some problems with their suggestions since merely asking a webhost or website owner to pull down content, as Google suggests, can itself create more problems in search results. Rather naive advice. But Google does, for the first time, expressly encourage reputation management by the publication of complimentary information to offset the defamatory information. That's a big step. Now if the powers to be at Google can fix the logic they use in generating search results we'll really be making some headway.