"No matter how effective your rebuttal may seem to be to you, a response will "bump" the problem into greater prominence and relevance in the search engine results, which then turns your headache into a migraine. This is doubly dangerous since "bumping" the negative information potentially introduces the "Streisand Effect" into the equation, which is something to avoid if at all possible. It is commonly defined as a phenomenon in which an attempt to censor or remove a piece of information on the web backfires, causing greater publicity."