What I do

What it is

Work on what a person sees on page one for your brand name. Not deletion, but changing which results appear and in what order: strengthening what reflects reality and lowering what is outdated or manipulative.

Who needs it

• before a funding round or a sale — an investor googles you before opening the deck
• after a competitor's information attack
• when sales hears "we googled you" and the deal stalls
• when entering a new market where the brand has no presence yet and the space is free

How I work

• Brand SERP audit. Composition, tone, autocomplete, images, video, knowledge card. Output is a table of ten positions with an assessment of each
• Source map. What to strengthen, what to create, what to leave alone because attention would only make it worse
• A 3–6 month plan with interim checkpoints, so movement is visible rather than only the finish
• Monthly reporting with screenshots of the results page

Timelines

First changes in the top ten at six to ten weeks. A stable configuration at four to eight months. After that it needs maintenance, because search results do not freeze.

Pricing

state a range, e.g. audit from X, retainer from Y per month

What it is

Broader than SERM: beyond search results, it covers social platforms, marketplaces, review aggregators, communities and media mentions. SERM is the part of ORM that concerns search.

Who needs it

• e-commerce, where a marketplace review moves sales directly and today
• companies with many customer touchpoints, where frontline staff create reputation daily
• emotionally charged sectors — medicine, aesthetic medicine, education, finance

How I work

• set up mention and sentiment monitoring, so you learn about a problem first rather than from a call
• write a response protocol: who replies, within how many hours, in what words
• separate the cases — what a comment solves, what needs compensation, what requires a public statement

What it is

The most common request and the biggest source of disappointment. I separate two scenarios up front, and everything else follows from that.

What can be removed lawfully: demonstrably false defamation, personal data, copyright infringement, material violating platform rules. Handled through the platform or Google's own procedures.

What cannot: a truthful negative review, a critical article, a court decision in a public register. These can only be pushed down, by making other results stronger and more relevant.

What I will not do

• write fake reviews — they last a few months, then the platform removes them along with your rating
• work on schemes that mask real business problems
• promise removal "within a week"

Realistic timelines

Six to ten weeks to first movement, four to eight months to a durable result. Longer if the negatives sit on very strong domains such as major media or state registers.

What it is

Most companies treat reviews like the weather: sometimes good, sometimes bad, nothing to be done. In fact it is a manageable process and it can be built in a few weeks.

What you get

• A prioritised platform map — where reviews actually move sales and where they can be ignored
• A collection mechanic built into the customer journey, not a "please leave a review" mailshot
• Response templates for common scenarios, including the hardest one — when the customer is right
• An escalation protocol for cases that cannot be settled in the comments

What it is

The brand SERP is page one for a company or personal name. For most businesses it is the most visited page on the internet that they do not control. The task is to occupy as many of its elements as possible.

What I measure

• how many of the ten results are controlled or friendly (typical start: three or four; target: eight)
• whether a Knowledge Panel exists and whether it is verified
• what autocomplete and "people also ask" show
• which images and videos Google associates with the brand

What it is

People increasingly do not google — they ask. And the model answers by retelling what it found in open sources, with no link to dispute and no complaints process.

If little is written about your company, the model fills the gap from general reasoning. If what is written is poor, it reproduces that. The worst part is that such an answer sounds neutral and authoritative, so people trust it more than any single article.

How I work with it

• structured, machine-readable facts about the company on its own domain — so there is something to quote
• presence in the sources models trust
• regular checks on what models actually say about the brand, and work on the discrepancies

What it is

Technical health, semantics, structure, content and links. I did this as my main specialism for ten years and now use it as the foundation for reputation work.

The logic is simple: SERM depends on being able to lift the right pages into the top ten. If your own site is technically weak, you have no instrument to move anything with.

Formats

• an audit with a prioritised task list and an impact estimate for each item
• a 6–12 month strategy
• advisory support for an in-house team that has people but lacks direction

What it is

Work on search results for a person's name: a founder, an executive, a public expert. For B2B this often matters more than the corporate results — decisions are made by people, and people check people.

A separate layer is building the entity in the Knowledge Graph, so Google recognises the person as a distinct object rather than a scatter of pages sharing a surname.

What it covers

• An entity home — a canonical page carrying Person markup
• consistent name, role and bio across every source, down to apostrophes and transliteration
• corroboration in independent media, because a site cannot corroborate itself
• Wikidata, social profiles, a press kit for journalists
• disambiguation from namesakes

This site was built with exactly that method — it is both the instrument and the demonstration.