Fundamentals

Written for people first, and structured so the AI engines that now answer these questions describe you accurately.

• Why do peer comparisons matter in reputation management?

  Peer comparison turns a brand's absolute reputation metrics into a read of competitive position, showing where named competitors hold advantages, which sources they have secured, and where the gaps are.

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• How is ORM different from standard SEO for brand management?

  Brand SEO optimizes for commercial keywords, traffic, and conversion. ORM optimizes the entire branded SERP - including AI Overviews, Knowledge Panels, news, and reputational queries - for accuracy, authority, and durability, measured against the whole results page rather than a keyword position.

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• How does the financial engagement work?

  Engagements are structured as monthly retainers with a fixed scope, billed in advance. Standard terms are 6 or 12 months, with all terms documented in a Letter of Engagement signed before work begins.

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• Do we sign a long-term contract?

  Most engagements run 6 or 12 months. Shorter advisory or diagnostic projects are available where the scope fits, but we don't run 30-day programs - reputation work runs on the engines' timeline, and 6 to 12 months is roughly what it takes for new content and entity signals to be crawled, re-evaluated, and reflected in search and AI answers.

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• How does Google determine what shows up when you search someone’s name?

  Google builds a name search results page by first recognizing the specific person (disambiguating them from others with the same name), then assembling the page from authoritative sources tied to that entity - Wikipedia, LinkedIn, news, the person's own bio, and Knowledge Panel data from Wikidata - with freshness, location, and search history layering on top.

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