Last week, I told you that your personal information is easily searched, and usually full of errors. I suggested taking action to correct false information, because employers and others may be checking up on you without your knowledge or permission. But even if you correct all errors, you've still got another problem. The Internet isn't very good at sorting and highlighting the various aspects of your identity. For example, a search for your name may show that your recent professional achievements are buried, while references to your old high school MySpace page are front and center. Or maybe other people with the same name are more prominent than you are, and are easily mistaken for you. Google yourself. What comes to the top? You don't have any control over it. Or do you? A new category of Web service lets you fix, enhance and OPTIMIZE YOUR ONLINE REPUTATION.