Strategy & Tactics

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

• How do you create a microsite for reputation management purposes?

  A reputation microsite focuses a single narrative - an executive, an initiative, a response, or a brand-within-the-brand - on a clean, descriptive domain, marks up every content type with the right schema (Person, Organization, FAQPage, NewsArticle), links sameAs to the corporate canonical and authoritative external profiles, and is maintained as a long-term asset. The failure mode is the throwaway microsite: thin content, no schema, no link discipline, deprecated after a year.

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• How do you handle negative content in Google Image search?

  Handle negative Google Image results as a separate workstream: optimize owned-property imagery (current, professional photos with descriptive filenames, alt text, and ImageObject schema, embedded on high-authority pages), pursue source-level takedown where the host has a removal process, and build competing imagery on credentialed third-party sites with strong surrounding context.

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• What is a SERP analysis and how is it used in reputation management?

  A SERP analysis catalogs every ranking URL for a query, classifies each by source type and sentiment, identifies what is driving the current results, and produces a prioritized list of interventions across content, entity, and authority work.

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• How do you manage search results for a company rebrand?

  Managing search results through a rebrand follows an ordered technical sequence: 301-redirect every legacy domain and URL to its new location, update Wikidata and then the Wikipedia article to the new name, correct the Google Knowledge Panel through verified entity correction, refresh authoritative directory listings, and publish canonical owned content that links the old and new names via alternateName.

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• How do you handle outdated positive content that no longer represents the company?

  Outdated positive content is handled through three channels: refresh, redirect, or unpublish the asset where the brand owns it; request an update where it sits on a third-party property with an editorial process; and publish fresher content to rank above it where the source cannot be edited. The cleanup matters because stale content also feeds AI engines, which then describe the company as it was rather than as it is.

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