Internet Reputation Management

August 25, 2013 by Reputation X Staff

Internet Reputation Management Overview

We hope you find this summary of internet reputation management helpful. It contains important statistics and explanations of techniques used to manage online reputation. With today’s technology, all those years spent building your business’ internet reputation can be undone in a blink. Content that can negatively impact—or even slander—you ranges from news articles and word-of-mouth on social media to forums, blogs and, yes, reviews. And that costs. Companies from Coca-Cola to United Airlines have lost millions because their reputation protection wasn’t robust enough to deflect online criticism. As search engines get better and better—and information gets indexed faster and faster—people can more easily than ever find content that undermines your credibility or that of your business, services or products. And boy, are they looking!

Most People Do Online Research

Google and other search engines have become so all-important that people barely make a move without first doing a search.


  Research shows that: 92% of people do research before making a purchase and that 70% of people trust the opinions of strangers.

Anonymity is Power

With the power of online anonymity a person with a grudge can wield an immense amount of power over you. You may not even know about online content that’s hurting you. That’s not surprising considering the explosion of online websites where corporate or business-related information—or misinformation—is shared.

The Importance of ‘Above the Fold’

While the majority of people only look at the first page of search results, a large percentage only consider the top three search engine results on the first page. These positions are called ‘above the fold‘. In other words, no scrolling is necessary to see these results. By simply controlling the top three results on the very first page of a search, you can manage the perceptions four out of every five people searching for you, your business, your services or your products.  

Review Sites are Huge Influencers


Independent research confirms that review sites influence consumer behavior. And now that people have discovered the power of the post (especially when they don’t even have to sign their names to what they write), this review phenomenon isn’t going away any time soon.  

Stages of Internet Reputation Management

The Reputation Management Process

The Reputation Management Process

There are many types of internet reputation management. Suppression is the most common form. Most online reputation services involve a sentiment analysis, followed by a competitive analysis, content development, and multiple levels of search engine marketing promotion.

Sentiment Analysis

At Reputation X we start with a sentiment analysis to find out how search results and social media affect a reputation. We look first at variations of branded search results, then social media reputation monitoring.

Competitive Gap Analysis

A competitive reputation analysis involves identifying competitive web results that rank for content and technical reasons. The competitive reputation analysis enables us to know which existing content should be promoted and where gaps in content that may be exploited lie.

Content Plan Development

Once gaps in web properties have been identified a content plan is developed. Web properties missing from search results are created according to the content plan. Supporting web content is also created for search engine promotion reasons.

Search Engine Marketing

Search engine marketing cements positive search results. Reputation X online reputation management programs always include search engine optimization, an invisible but important reason the results we create tend to stick.