Of course, it is difficult, if not impossible, to completely control search results, but there are many key factors that you can focus on to improve your search results over time and thereby affect your reputation. What is reputation? Reputation is a person’s subjective qualitative belief in a brand, in a person, in a company, what is reputation marketing? Reputation marketing is the promotion, monitoring and acquisition of positive brand content, e.g. What is reputation PR? Traditional public relations focuses on the media. Online reputation is a layered, constantly evolving entity that looks different to everyone. An investor might google a company’s stock price. If Google affects your reputation, you need to consider the process by which users interact with your company online. If you can control search results, you can start to control your company’s reputation. They form opinions about many big brands based on what they read in these reviews, search results and self-promotions, and ultimately choose the brand they think best meets their needs. Reputation analysis examines how online content reflects sentiment toward your brand. Reputation PR dominates search results. After looking at that first page, they’re likely to pick a few good looking brands, open a few tabs and start reading reviews. Today, Google is the single most important factor that can make or break your company’s reputation. Consumers aren’t the only ones making decisions based on Google search results. Search features like knowledge graphs, data extracts, auto suggestions, carousels and “People Ask Too” sections provide a wealth of information without having to click on a link. Remember United Express Flight 3411, where a passenger was dragged off a booked flight? It happened a long time ago, but most people will remember it because the incident got so much news and social media attention.