1. An information processing apparatus for searching reputation, comprising: an acquisition section configured to acquire content-related information including a title of a content and information describing a content of the content; a keyword extraction section configured to extract a search keyword from the content-related information acquired by said acquisition section; a site search section configured to perform a search through the Internet for websites with a web page including the search keyword extracted by said keyword extraction section, and acquire information concerning a plurality of websites found as a result of the search; a first site selection section configured to select top N websites from the plurality of websites found as a result of the search performed by said site search section, N being a predetermined integer greater than one; a second site selection section configured to access each of the N websites selected by said first site selection section to extract a written text from a web page of each of the N websites, and select two or more of the N websites as seed sites, the written text extracted from each of the seed sites containing so many instances of the search keyword as to exceed a predetermined threshold, in which in the selection of the seed sites by said second site selection section, the extracted written texts are subjected to morphological analysis, and the seed sites are selected based on a search keyword content of each of the written texts, and in calculation of the search keyword content, different weight are assigned to the search keyword depending on, at least, whether the search keyword has been extracted from the title of the content or from the information describing the content of the content; and a reputation result acquisition section configured to collect written texts from the two or more seed sites selected by said second site selection section and subordinate websites linked to the seed sites, and acquire a reputation result of the content from the collected written texts by searching through the written texts for sentences that include any reputation expression and calculate reputation values, the reputation result includes the reputations having the positive reputation values.