Who owns your online identity?

These days, your name’s top Google results are an important part of your identity. I just discovered that stories from a community news site that I operate are the number one or two result when you Google nearly every elected official in the community, as well as the editor and publisher of the local newspaper.
How did I beat out the local paper of record? I focused on making my site friendly to search engines. The local paper, by comparison, has stuck its archives in a database that is apparently impenetrable to spiders.
Originally published on my blog at JupiterResearch.