As it’s difficult to understand the ramifications of online reputation management without context, the answers to these questions may make little sense. We find it helpful to set these questions aside and begin by orienting the conversation toward better defining the need and effort required to create solid online reputation management.

As mentioned above, successful online reputation management is not an “out-of-the-box solution.” One size does not fit all and almost every online reputation management situation is different. Beginning to manage online reputation for one’s self or company starts with having the courage to do a comprehensive search, and by comprehensive, we mean by searching for all forms of your name. Comprehensive online reputation management requires that consideration be given not only to one’s common name but also to the respective formal name and any designations earned. As an example, comprehensive online reputation management strategies will look at the search results for “BILL SMITH” in this way:

• Bill Smith
• William Smith
• Bill Q Smith
• Bill Quincy Smith

The combination of these search results will reveal different websites, content and findings. Your full legal name will have been used on legal documents, while other name references may reflect other ways you are more commonly known. Online reputation management should build a framework that addresses each of these names. When academic and other accreditations are involved even more research is encouraged.

In order to address any offensive content discovered there are several initial steps to be taken. Comprehensive online reputation management will include a review of the Terms and Conditions posted on most websites. If negative content is posted on a website that discloses its terms and conditions for operating, relief may be very straightforward. If the negative content in question violates a site’s own guidelines, then a simple request for removal may provide the solution. Never discard the possibility of a direct answer to your problem. However, when it comes to most issues relating to online exposure such a solution may not be that easy, and that’s when Reputation Advocate can suggest an online reputation defense strategy to anticipate this reality. There are also a number of other tools that can be utilized in order to build a professional online reputation management approach.

Another preliminary action to be taken when structuring an online reputation management project is to own your real estate. In today’s digital culture, real estate is defined by the digital properties that represent your name, your digital identity. Securing these addresses insures that someone else will not purloin your online identity. Initial focus should be given to the actual website addresses, or URLs, that correlate with your name. By visiting a site such as GoDaddy.com and searching for YOURNAME.com, you will immediately be able to discern if another party owns your name as a website address. If not, this opportunity to purchase your name as a .com, .net or .org should be taken. Online reputation management is heavily influenced by the ability to match a search query directly to an exact source. Regarding our example above, online reputation management tactics would include buying the URLs:

• billsmith.com
• billqsmith.com
• billquincysmith.com

We would also encourage you to purchase the corresponding .net, .org , .biz and .co addresses. In fact, in this singular example there may be the ability to purchase up to 15 URLs that could be used for online reputation management. The annual cost for such a purchase might be $125 to $150, and from the perspective of online reputation management the purchases might be considered digital liability insurance. Not controlling your name limits the options available to you should a rigorous approach to defense be required.

Basic online reputation management will also require that you secure the search term (your name, company name, brand) on social sites. By claiming your search term/name on sites such as Facebook, Twitter and Linkedin, online reputation management efforts will be maximized. This does not mean that these sites, once claimed, must be actively managed. (We will speak to this issue later as we cover additional tactics for online reputation management.)

A final resource that can be utilized in assembling an online reputation management project is to claim your identity on free blog sites such as Wordpress and Blogger. You can think of blogs as an online platform for advertising, promotion, education and expression. Once the above steps have been accomplished, your online reputation management project can move forward. But while basic sites build the simple structure needed, the process of securing your online reputation management requires a final cornerstone – content.

The sites above, once secured, provide digital assets that will offer additional references for the search term(s) for which you are structuring the effort. However, content is the catalyst that delivers clear, honest transparent information about you, your business, brand and vocation. Without quality content, the sites built as part of an online reputation management project will not have a strong page rank. The recent revisions to search engine algorithms underscore the necessity that content be original. Duplicated or “spun” content will be devalued quickly and if you post such content on your sites they may actually be penalized in search results.

After considering the initial steps above, you may conclude that this requires more effort than you have time to commit. But building an online defense through online reputation management is a critical component of success. Individuals, businesses, brands and professionals are all dependent on search results. For many who find themselves in need of such efforts, Reputation Advocate provides comprehensive online reputation management services. For more information about how we can assist you with online reputation management, call 888-229-0746.

1. The first step for any individual, professional or business is to have the courage to actually see what content is in place and what it says. Search engine reputation management is not so much about constricting all information about you as it is about presenting you fairly and honestly. If your search results are accomplishing this, then there is much less to worry about.
2. Another pro-active effort to be made when addressing online search engine results is to secure the websites that are most closely associated with your name or business. Online reputation projects will always benefit if you own “your” sites on Facebook, Linkedin and Twitter. Once secured by you, there is no obligation to populate them with specific personal details. Just controlling them may be enough.
3. Search engine efforts should also focus on participating in the conversation about how you are known online. Claim general information sites and review the information already provided for accuracy. If errors are found, follow the website’s process for correcting your information. Your online reputation is dependent on the information already indexing for your name.
4. Remember that building a positive online identity through search engine reputation management is not a single event but a process developed and implemented over time. Do not react to slander suddenly discovered. Take your time and build a framework for your online identity. By making a consistent effort over time, your search engine project will not become overwhelming.
5. Content for the sites that you establish is what validates both your sites and your relevance to the search engine. Writing original content about nearly any subject will put a firm footing underneath your search engine reputation management efforts.
6. Finally, make sure to set up free monitoring services offered by both Google and Yahoo. Your search engine project can be easily tracked through these services and should new content become available relating to your online reputation, you can be notified by either email or text about the posting almost immediately.

By evaluating and then monitoring your search engine management efforts, you will be aware of both what is found currently when a search is done and what needs to be done in order to fortify your online identity. People from all walks of life have become aware of the need for a solid, transparent online reputation, and following the simple steps provided above will provide a solid beginning to your process.

Should you determine that a more comprehensive approach be required, Reputation Advocate offers a full range of services to establish, defend and protect your online reputation. Call 888-229-9746 to speak with an advocate today.