Glossary
Glossary
CheatSheet: Online Reputation Glossary
The following terms are used frequently in online reputation management.
Algorithm
The formula search engines use to rank websites and determine whether they merit appearing on page 1 or elsewhere in search results.
Authenticity
The quality of being genuine; a valued quality among bloggers and the larger online community.
Astroturfing
Writing fake comments and reviews.
Branded Content
Content that promotes and cultivates a rapport between a targeted audience and a brand’s products and/or services.
Black Hat SEO
Using unethical methods to attempt to raise the ranking of websites in search engine results.
Content
Information delivered in any medium, whether text, videos, podcasts or images. (When two or more media are juxtaposed it is described as “multimedia content.”)
Content Aggregator
A software or web application which collects, combines and publishes a range of syndicated web content (such as news headlines, blogs, podcasts and video blogs).
Content Farms
Companies which create low-quality Internet content with the goal of having their content rank highly in online searches.
Digital Assets
Online images, multimedia and textual content files.
Domain Squatting (also known as cyber squatting)
Registering or using a domain name with the intent to profit from the goodwill of a trademark belonging to someone else. The cyber squatter then offers to sell the domain to the person or company who owns the trademark contained at an inflated price.
Doxxing
Tracing someone or gathering information about an individual using sources on the Internet, then publishing their private information with malicious intent.
Forum
An online discussion site.
Link
A URL name or description providing an instant connection to a different Web site or section of a Web site. A Web site’s page rank on Google (and other) searches is influenced by the number of links pointing to it (“inbound links”), and the quality of the sites they are linking from.
For more in-depth information, read The Essentials: Online Reputation Management FAQ.
Articles
Digital Reputation Management for CEOs and the C-Suite
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The Importance of Culture & Reputation as Recruiting Tools
Millions of employees have returned to work after the holidays. And as 2025 begins, many companies are seeking new employees, partners, and their next CEOs. Surprisingly, not all realize how vital the reputation of their…Read more
The Essentials: Online Reputation Management FAQs
Online reputation management (ORM) makes you look your best online. It creates a “digital firewall” to protect your reputation from harmful attacks or misinformation; ensures your public image is accurate, up-to-date and authentic, and is…Read more
An Attorney’s Advice for Removing Negative, Defamatory and Infringing Material from the Internet, by Christine Rafin, Esq.
Christine Rafin, Esq. serves as General Counsel – MediaCo LLC and is a former partner in the New York City law firm of Kent, Beatty & Gordon, LLP, specializing in technology-related legal issues. As an attorney specializing…Read more
Don Aviv on Deep Reputation Dives
Recently Don Aviv, President of Interfor International and a Reputation Communications Advisory Board member, and Shannon Wilkinson, our founder and CEO, were interviewed on the topic of reputation management for an Interfor Academy webinar. Their…Read more
Avoiding Reputation Damage During a Divorce: An interview with Paige Zandri of Artese Zandri
Since Reputation Communications was established in 2009, we have spoken with countless prospective clients regarding their reputation management concerns, issues and goals. A common theme we have encountered is recovering from reputation damage caused by…Read moreBlog
LinkedIn Influencers are on the Rise. So are Their Profits.
A new Wall Street Journal article by internet culture reporter Ann-Marie Alcántara, details how dramatically LinkedIn has evolved. It began as a platform for professional networking. Now, it is a space where influencers and content…Read more
AI, Google’s Changes & You
It’s crucial to be aware of how massive evolutions in the tech world are shaping the ways others see you online. AI is rapidly changing the Internet in ways that affect how you and your…Read more
Blake Lively, Smear Campaigns & Your Reputation
If you’ve followed Hollywood news since the holidays, there’s one story that’s been pretty hard to escape — the bombshell report that actress Blake Lively (one-half of a power couple with movie star Ryan Reynolds)…Read more
Understanding the Internet's Impact on Your Reputation
One of the most frequently asked questions online reputation management (ORM) firms receive is, why is this outdated/irrelevant/negative content showing up in my Google search results? Ultimately, Google’s goal is to provide visitors with the…Read more
The New PR: Online Reputation Management for Attorneys and Their Clients
Reputation management is often called the New PR. Law firms and attorneys must be alert and protect their online reputations. Not surprisingly, clients facing reputational harm online frequently turn to attorneys for guidance. They seek…Read more