Strategy & Tactics

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

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• How do you handle outdated positive content that no longer represents the company?

  Outdated positive content is handled through three channels: refresh, redirect, or unpublish the asset where the brand owns it; request an update where it sits on a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, more current content to rank above it where the source is uneditable. The cleanup also matters because stale content feeds AI engines, which then describe the company as it was rather than as it is.

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• How do you optimize Google News results for reputation management?

  Google News presence is built by combining authoritative wire distribution for genuinely newsworthy announcements, sustained relationships with news publishers in the brand's category, structured news content marked up with NewsArticle schema, and ongoing thought leadership that keeps the brand in relevant news cycles.

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• How do you manage search results for someone with the same name as a controversial figure?

  When a client shares a name with a controversial figure, the work is entity disambiguation, not content suppression: build distinct identity signals (Person schema with unique biographical anchors, sameAs links to verified profiles), publish authoritative content tying the right person to current activities, and monitor AI engines to catch conflation early.

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