Many companies try to rank on search engines for any and every keyword. A #1 ranking on Google is not necessarily a good thing if you are ranking for terms that are not congruent with your target audience, or even worse, ranking high for negative keywords about your industry.
Reputation management is not only an important thing to monitor on social networks, but for SEO rankings as well. User experience across all channels of interactions, whether online, on the phone, or in-person, will have an impact on how people react to your brand. If you are providing poor customer experience or sub-par content that is irrelevant to your target customers, chances are they will talk about you negatively online. Companies should have a handle on all of the terms they are ranking for and proactively address any causes of negative keywords. Be sure to include SEO in your typical reputation management process.