A Conversation with John Battelle

The search guru talks about the necessity of using "white-hat" tactics to manage your company's reputation online

Anyone with a computer and Internet access can punch your company's name into Google and find just about anything written about it on the Web in seconds. Few people can articulate the implications of this for businesses as well as John Battelle, author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture and writer of the popular Searchblog.

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