James Peggie wrote an interesting article about companies looking at all the search engine listings for their company name and considering this SERP (Search Engine Ranking Page) as part of their companies branding impressions.

Obviously you have worked hard to get the top ranking when someone types in the name of your company, but users often look at the rest of the listings as well. Are your competitors there? Are there forum posts listed with complaints about your company? All of these can damage your reputation.

So what is the answer. Affiliates! As the leading site for the keyword term, you have some control over who else gets top billing. Use the page that is getting the top ranking to link to other listings that you see in the lower rankings for your term that you would like to help improve. You should quickly see these listings of your choice getting better rankings.