He can reverse this. I remember when Apple's lack of Flash support was in the news, and Apple successfully drowned out much of the negative press by including dense concentrations of the word "Flash" (referring to the camera) in their press releases. They successfully made searches for "iphone flash" show links to their pages rather than to blogs complaining about the iphone not having Flash.
I personally feel that search engine manipulation is a problem, and while I commend Google's position on their neutrality - I feel some precedence should be given when it involves peoples names. If you have a unique name and somebody blogs bad things about you, you are stuck with those results *for life* every time someone Google's you.
Because of Section 230(c) of the Communications Decency Act, the material has been found to be defamatory by a court, as evidenced by a court order, limiting such an option to only those in power, or those who can afford a decent lawyer. It's evil.