In order to maintain a credible reputation, businesses need to use SEO to ensure that their brand can be identified properly by customers. When a customer searches for a brand and finds that the company name is associated with words such as ‘scam’ or ‘sucks’, its brand image is damaged. Research by Forsee indicates that 13% of retail customers are influenced by search engine results. Recognition management for any business needs to take into account the online content that is affecting search engine results. Businesses need to use all their resources in order to maintain their brand identity and ensure that customers recognise it.