What is a digital reputation audit, and what should it reveal?

A full reputation audit answers a small number of questions clearly. What does the branded SERP (the Google results page) actually look like for priority queries, including AI Overviews and Knowledge Panel. Where does the entity sit in Wikipedia, Wikidata, and the Knowledge Graph (Google’s database of known people, companies, and topics), and is the data accurate. How do the eight major AI engines describe the brand or executive, and which sources are driving each engine’s answer. How does all of this compare to named peers and competitors. Where are the entity signals weak or missing, such as schema, structured data (machine-readable tags that label the facts on a page), and sameAs links (identifiers that tell Google your profiles are the same entity). What content gaps exist and which would have outsize impact if filled. The deliverable is a written report with the underlying data attached and a recommended scope. Audits typically run two to four weeks and produce something usable internally even if no further engagement follows.