Our main competitor (let's call them ACME) is to our industry as Kleenex is to the tissue industry. That is, people will sometimes refer to our class of machine as the "ACME", regardless of who the manufacturer is. Therefore they will sometimes use "ACME" in their web searches for machines of our type. We would like somehow to show up in their searches. Is there a way to tweak our website design to do that, without having to expose the word "ACME" to our visitors?