You can counter it by doing your own AdWords Campaign, in which you can ensure your chosen information about yourself is at or near the very top of the results page. I've been running mine for over 4 years. Google "Kirk Lancaster" and you'll see my little ad.
Often you'll have people and companies with the same name show up in the results, and you actually have to advertise and optimize your site in order to have someone find you quickly.
The point is you have to make sure your name and your company's name is fairly clean in the results of internet searches. Google yourself. It's good for you to know what's out there.
Here's a good article at Wired.com about it.