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• How do you handle outdated positive content that no longer represents the company?

  Outdated positive content is handled through three channels: refresh, redirect, or unpublish the asset where the brand owns it; request an update where it sits on a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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• How do you manage the People Also Ask section for reputation purposes?

  To influence People Also Ask, find the questions Google currently surfaces for your priority queries, then publish short, self-contained answers to those questions on authoritative owned pages so Google rotates your content into the selected slot. The same extractable content also feeds AI answer engines.

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• How do you build backlinks to positive content for reputation management?

  Authoritative backlinks come from a few durable sources: original content that earns citation, named bylines on credentialed outlets, partner and association links that reflect real relationships, and structured PR placements. Volume tactics like private blog networks, scaled guest posts, and paid link exchanges trigger algorithmic penalties, so the discipline is to earn links through those channels and disavow manipulated ones inherited from legacy SEO work.

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