Glossary

Search engine reputation management — shaping what a person sees in search results for a brand or personal name: which results appear, their tone, ratings, the knowledge card, autocomplete suggestions.

Online reputation management — the broader discipline covering reputation across every digital channel. SERM is a part of it.

The first page of results for a company or personal name. For most businesses, the most visited page on the internet that they do not control.

The block beside Google's results describing an entity. Generated from the Knowledge Graph and not directly editable — you influence it through consistent data in independent sources.

The canonical page for an entity on the web — the place a search engine treats as the object's home. For a person, usually the homepage of their own domain, carrying Person markup.

Lowering the position of an unwanted result by lifting others above it. Unlike removal it always works, but more slowly and it needs maintenance.