Contrary to popular opinion, though, ORM is not a magic wand that removes unwanted information from the Internet or Apps or Digital World.

ORM involves placing new content online that pushes old or unwanted content lower in search results. It can also raise other online content higher to displace unwanted material. Once successfully arranged, the results must be maintained. Otherwise, the unwanted material may resurface at the top of Google search results — usually within three to six months.

New content does not automatically appear at the top of search results. The key challenge of  ORM is to create content that search engines will rank highly. That involves an understanding of search engine algorithms as well as, increasingly, the ability to create high-quality content.

Managing your digital footprint

ORM consists of monitoring, improving and maintaining the publicly available online information about individuals, businesses and organizations. (We also describe it is as “managing your digital footprint.”) .

ORM helps you create and maintain an appropriate online image so that any attacks on your image are counterbalanced with more credible, factual information. It helps remove personal addresses and other data from public databases, also known as “spammer” databases. It protects your online brand from being taken over and misused by third-parties.

Management, repair and monitoring

Managing the information that is publicly available online about you or your organization allows you to “take ownership” of your reputation. When you don’t take an active role in determining what biographical and professional information about you appears online, others may make that decision for you. “Others” include automatic programs (“bots”) that continuously collect and index publicly available information online. Many focus on personal data, which can include your age, home address and family members’ names.

That’s why it’s important to take the first step of knowing what information about you exists online. You can’t control what people say about you in articles, blogs and online forums. But you do have control over such items as professional biographies, company profiles (often compiled by sources other than your place of employment) and other types of content.

The more you contribute to the body of information about you that is online, the more you can sup­plant inaccurate and unwanted information that may surface about you (or someone with the same name). Having a significant body of factual information about you online also ensures you have a presence in the wider community. It helps protect you from identity theft.

Online reputation management is necessary because anyone can say anything online — anonymously, posing as an expert or as someone else.

How to Protect Yourself

If there is little information online about you that you or your representatives have placed and have control over, whatever information third parties place online will dominate search results of your name.

You can lose control over your public image if you become the focus of attacks, unfavorable media articles, lawsuits, #MeToo and other types of content that often populates the first page of HNWI’s Google results. It is far more difficult and time-consuming to regain that control than to establish it in the first place. Many of the issues we have resolved for our clients stem from exactly that situation.

It is possible to create such a campaign while saying little about the  family: publishing general information regarding philanthropic undertakings and non-controversial topics can be used in a multitude of platforms. Such information provides a “digital barrier” to protect fake news and other negative attacks from rising to the top of a Google search in your name. Without it, you have no defense against such material.

The four main tools of ORM include content, platforms, search engine optimization (SEO) and strategy.

Content. The most effective content begins with information-rich text that is not duplicated elsewhere online. It is helpful, relevant and well written. It can be augmented with video, photographs, podcasts and most anything else that can be placed online. SEO, platforms and strategy can only take you so far without continuously updated, quality content. That is why the best ORM campaigns have  a content plan at their center.

Platforms. Platforms are the online sites where content is placed: websites, blogs, micro blogs, forums, directories, news sites, Instagram, Twitter, Facebook, LinkedIn, YouTube and hundreds of other outlets.

Search engine optimization. SEO is the process of improving the visibility of a website or a web page in search engines using frequently-searched-for words, inbound links (links to the site from other sites), effective meta tags and other techniques, including the way a website is structured.

There are two types of SEO used in ORM: “white hat” and “black hat”. White hat methods conform to search engine guidelines and do not involve deception. Black hat techniques attempt to improve rankings in ways that are disapproved of by search engines. If search engines discover sites using black hat methods, they often penalize them by removing them from search results or by dropping their search-engine ranking so low they are effectively invisible.

Strategy. Every online reputation is different. Managing them requires a goal, strategic plan and timetable. It is well worth the effort.

What to do when negative online information is accurate, or just appears to be so?

The first impulse of anyone who is the subject of negative online commentary is to get rid of it – especially if it is true. But even after multiple attempts to resolve the situation you may see it persist for months or years.

We find a content strategy is the best solution to counter significant negative information online about you or your company. Together with the right technology, SEO strategies and social media platforms, new content is the most effective tool in substantially diminishing the placement of negative online content.

But a content strategy does not alter the facts.

A content strategy very effectively counters disinformation. But it does not alter the facts. If the negative online information is true, the best approach may be to own it. To “own” a fact is to acknowledge it. Doing so makes clear that you accept responsibility and are not trying to hide the truth. It also restores your ability to participate in the argument and ultimately influence perception of those facts. If appropriate, you might indicate the steps you have taken to address the issue in a positive way or ensure it does not reoccur. How this will be done depends on of the strength and character of the online presence you have built. There are a variety of options for turning what was negative into something positive.

It may be best to present a new, balanced image

In many cases it may be advisable to create a new or updated online image that authentically integrates these new facts with the achievements and the goals in your professional (and personal) life. This can be expressed in many ways, on multiple platforms, to provide a balanced view…even if you don’t reference the negative issue in your new content.

If the negative material does not disappear altogether, this new online image will present audiences a far more accurate and comprehensive image of you. Without this tactic, you leave the shaping of your image to your detractors.

Social media plays an especially important role in maintaining and growing online reputations. Professionals invest time and capital to ensure such social media platforms as Facebook, Instagram, LinkedIn and Twitter contain content appropriate to their stature and reflect both personal and professional goals. Celebrities  & Brands have found social media an effective platform to promote their creative projects, support their philanthropic causes, and stay attuned to their audience.

A core goal of ORM is to ensure the public has access to a current, accurate, and authentic image of an individual, company or organization on the very public social media platforms and messenger groups.