It's surely happened to you at one time or another: you click on a link, see an insanely long article on the other side, and think, "Well, I'm not that interested in the subject." Believe it or not, this sort of thing might be used to your advantage.
Did you know that February 18th is Gambian Independence Day? It's also the shared birthday of Yoko Ono, Cybill Shepherd, John Travolta, and Vanna White. All of which means absolutely nothing to the average person, of course, but these random facts can serve as marketing tie-ins.
The average business is probably nothing like Facebook; the social network just hawks ads and survives on the goodwill of investors rather than actually selling a product or service. But the way in which Facebook encourages users to share information about themselves recently made the already-huge site even more popular.
When someone searches for your company's name, it goes without saying that you want your site to be first. And negative results shouldn't even be among the top ten. But Cash4Gold has set something of an example of how not to go about making search results favorable.