Online reputation management helps search engines display the best possible search results about a company, product, service, or individual. Reputation management involves measuring online sentiment, identifying positive and negative search results, then promoting positives and eliminating or suppressing negatives. Reputation management often includes the creation of relevant, highly placed online content properties that can be controlled, thereby reducing possible reputation damage by third-parties.

Online reputation management enables companies and individuals to control up to 100% of first page search results. This helps insure the information people see when performing a search is the content you want them to see. The process is begun by carefully creating relevant search content like blogs, social media, press releases, articles, and other material. Relevant content is then placed on these properties over time in a natural manner. Content is updated on a schedule while a social media and optimization network is created around the positive content. The combination of targeted web properties, promoted existing pages, fresh relevant content, and an optimized search network produce online reputation control sites that tend to dominate the first pages of search results. This sophisticated network is then used as a tool to control online perception in search engines.