Reverse
SEO is an online reputation management (ORM) strategy. It protects your company from negative publicity and rumors that can circulate quickly online. Left unattended, this bad press can find a permanent home within the natural listings of the search engines. If it gains exposure, it can damage your reputation and brand.
When people search for your name and see disparaging remarks, it chips away at their confidence in your company. The purpose of reverse
SEO is to limit the exposure of such negative publicity. If few people see the bad press, it will have little to no effect on your company's success.