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I would think that buying AdWords for your brand name would be a good/affordable solution until you outrank that video. Benefits are: Those ads could potentially move the negative video down the page visually. Clickthroughs to your site will be affordable.

You are welcome Jastos, This is one of those points on which I wish the guideline language were slightly clearer. If, as you say, your client appears in the offline world just as 'Joe Plumber' then going the route you are going should be within the guidelines. Does the client have a DBA record of their name without the Inc? To me, I read those guidelines to mean that the name should be the legal business name (Inc included) but that's an interpretation. I agree, you could equally interpret that to mean what you have decided. But back to your original question - if you've decided to go with the name without the Inc., then I feel it would be wise to make the effort to make that consistent across the web. Miriam