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What is reputation management? We’ve answered some of the most frequently asked questions about reputation management, and Igniyte, below. If you have a question that isn’t answered here, or want to know more, please get in touch with us.


Reputation management FAQs

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The benefit of online reputation management

What is online reputation?

Reputation is the beliefs or opinions that are generally held about someone or something. Online reputation is the reputation of a person, company, brand, product or service on the Internet. Essentially, it is the result of what people think or perceive about the person, company, brand, product or service once they see what is being said about it online.

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What is online reputation management (ORM)?

Online reputation management (ORM) is about improving or restoring your personal or company or brand’s reputation. That is, how it is perceived by people who search for you online from existing and potential customers or employees to members of the public, investors and stakeholders.

Online reputation management works to counter, weaken or eliminate negative material found online and promote positive material to improve credibility, trust and help improve your business performance.

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Why is online reputation management important for my business?

Taking control of your online presence enables you to put the best possible image of yourself before the online community. You will control what people see when they search for you, your brand or your business, and help potential customers see you before your competitors. It also protects you, should any unwanted negative content be published online, as it will be much harder for this to rank on the first few pages of Google. Even if you don’t sell online people will Google your company or brand to ‘check it out’.

What’s the benefit of online reputation management to me personally/professionally?

People Google people. Your image online is now your CV.

Why is it important to control Page 1 and Page 2 Google search terms?

When people search for something online – from brands to businesses and individuals – they Google them and click around looking for validation on a company or person. Only half of the clicks searched go to the main website, the others go to the rest of the search results on Pages 1 and 2. So, it’s important to control these valuable clicks by ‘owning’ as many of the search results on Page 1 and 2 as you can.

Online reputation management with Igniyte

How does online reputation management work?

It varies depending on the challenges each business or individual faces and their priorities. We tailor our approach to meet the needs of you, your business, priorities and audiences. Typically, we start by auditing your online reputation, taking an all channel and presence approach. We then make recommendations for you based on what is uncovered in the audit and what we know will get you the results you are looking for.

What does online reputation management involve?

After an audit, most projects will involve some or all of the following:

  • Creating social media profiles and optimising them so they rank
  • Developing engaging, relevant content and social media strategies and delivering content and social media campaigns for your audience and sector
  • Creating positive PR about you, your expertise, business, brand, and digging deep to find interesting stories that we can sell into journalists
  • Positive profiling on sites we know will rank
  • Challenging content with sites and Google
  • Online monitoring for mentions
  • Review management strategies and the option of a discounted and managed Trustpilot service
  • Reporting and measuring success
  • Proactive consultancy

How long will it take to improve my online reputation?

There’s no clear-cut answer, each case and solution is unique, but we can tell you that it won’t happen overnight. The amount of time it takes depends on factors including: how difficult the content is to shift or remove, or how long it will take to get your content to rank in Google. As a guideline, you should see online reputation management projects as a 6 month + timeframe.

It takes time to influence Google rankings.

What type of PR will help my online reputation?

We usually work to get significant coverage in media that we know will rank so that it occupies a position on Page 1 of Google. This will often involve an ‘exclusive’ with one specific title, such as an online publication/3rd party blog. If there are no obvious PR opportunities, we can create them, for example by conducting surveys on your behalf and releasing the results.

Does Igniyte only work with Google?

We work across all search engines, but mainly Google.

What countries does Igniyte cover?

We work globally and in multiple languages. Our clients span the UK, Europe, US, Asia, the Middle East and Africa.

Why can’t I delete things from the Internet?

Under certain circumstances it is possible to get content removed at source, or get it delisted by Google, typically where the content breaches the sites terms and conditions or Google’s guidelines. In the UK, we can also use the Defamation Act to challenge content.

Do you offer guarantees?

It would be wrong of us to offer guarantees as there are factors outside our control such as:

  • Changes in the search engines algorithms (the way they rank content)
  • Fresh content or comments being posted on target listings
  • Content having more third party links directed at it
  • New content, PR or negative commentary beyond our control

However, we do commit to making progress month to month through hitting KPIs and on ranking the content we create and share online on your behalf. We can also provide case studies detailing our success under non-disclosure agreement as required.

Do you work with client agencies?

Our core services are provided in house, online reputation management, business reputation, personal reputation, challenging and removing content, reputation audit, review strategy and management, consultancy, SEO, technical, content, PR and social media. Many of our projects involve us working alongside 3rd party agencies too.

Online reputation management pricing

How much does online reputation management cost?

Typically, we charge monthly retainers for online reputation management projects. Prices start from $1,965 per month for Individuals and $2,102  per month for businesses.

What are your payment terms?

Typically, one month in advance.

Do I sign a contract and am I committed to a certain period of time?

Most of our clients sign a contract for a specific period, typically an initial 6-12 months, with the contract rolling thereafter.

It takes time to influence Google rankings and build a solid long lasting online reputation. We work with Google algorithms and best practice to build lasting positive online reputations for our clients.

About Igniyte

Why do I need Igniyte’s help with my online reputation?

Improving online reputations has to be done professionally, ethically and correctly to get the best results. Igniyte uses tried, tested and best practice online reputation management tools and tactics.

Who does Igniyte work with?

Individuals, companies, organisations and brands around the world trust us to improve their online reputations. Our clients operate in a wide range of industries from technology and transport to travel and tourism.

We protect our clients’ privacy, but can provide more details on request under non-disclosure agreement.

What industries/sectors do you work with?

We work across many sectors, and extensively with:

  • Financial services
  • Property
  • Travel and tourism
  • Home improvement
  • Telecoms
  • Utilities
  • Oil and gas
  • Transport
  • Health and beauty
  • Private equity and venture capital
  • Education
  • Retailers
  • Food and drink

When was Igniyte created?

Igniyte was formed in 2009.

Where is Igniyte based?

Our head office is in Leeds (UK), and we operate out of London. We work with clients all over the world.

What people does Igniyte employ?

We have a mix of online reputation management experts, account managers, social media experts, PR and journalists, technical SEO and content writers.

Do you provide client references?

Yes, under non-disclosure agreement.

Getting started with Igniyte

How do we start working on our online reputation?

After a Commercial Agreement is signed, we will arrange a meeting or call to get to know you and your priorities and discuss everything we need to develop a work plan.

That work plan sets out everything we will do – month-by-month for the duration of the project.

How much of my time will it take?

That depends, and it’s different for everyone. We recommend that you should set aside some time each week for an update/call/ and to review anything that needs your approval for action or publication.

What do you need from me?

We will need:

  • Access to any online sites, social media and listings you own
  • Your company’s brand guidelines
  • Key contacts within your organisation
  • Details of any other agencies we need to liaise with
  • Depending on the scope of work involved, there may be other things that will be required/useful and we will agree this with you

Who writes the content or PR?

We can write most of your online content and PR if you want us to. But, where it’s appropriate, it may better for you to create content, especially if you are already doing so or operate in an industry that is regulated.

Who approves the content or PR?

You do before it goes live/is sent to the press.

How do you monitor and measure my online reputation?

We use a range of online reputation management tools, techniques and best practice to ensure you get results.

Those tools include the Igniyte Online Reputation Index, Google rankings, Brandwatch, Trustpilot, social media, content, PR, and more.

We capture multiple metrics including influencer mentions, followers and sentiment. We analyze conversations, making them easier to understand and helping you to build a proactive online strategy.

Specialist tools enable us to monitor and report on conversations, backlinks, content, shares, social interactions and monitor for keywords and competitors.

We benchmark agreed on KPIs on a monthly basis to track progress over time.

Will my positive reputation last forever?

You’ll need to maintain your positive reputation. Things change. People can leave negative comments on review sites. Search engines may find new results to index. Maintaining a positive online presence will keep it strong.

Right to be Forgotten

What is the Right to be Forgotten?

The original case was brought to the European court in 2010 by Mario Costeja González and was primarily concerned with data protection.

This created a precedent which led to the “Right to be Forgotten” in 2013. Please refer to this link for more information:

Google decides whether links are delisted and this can be we apply to them submitted via Google on an online submission form. It is unfortunately not an automatic right to have links removed and we try to be honest as to whether we think there is a chance of success. Please see this link here:

How do I make a request via Right to be Forgotten?

You can make an application directly with Google online and its free. If you would like to use Igniyte’s paid submission service, then please contact us.

Why would I need to use Igniyte to make the submission?

Some clients like us to evaluate whether they have a chance of being successful. We will also help put together the application to give you the best possible chance of success

What is the criteria for a successful application?

To apply you need to be resident in the EU and the link appearing in a Google search needs to appear in a search for your name. You will need to provide a copy of your passport or driving licence to prove residency.

How long does it take to get a response?

Anywhere from 1-4 weeks. Google receives thousands of applications per month.

Why would my Right to be Forgotten request be rejected?

It’s unlikely that press articles, particularly those in national press, will be removed. This is the case particularly if they are current.

If the link refers to your profession, or you are a company director, Google may maintain that it is in the public interest for the link to remain. Serious crimes, particularly those of a sexual nature or involving child protection, will not be removed.

What do I do if it’s rejected?

Igniyte has, on occasion, responded to Google and overturned the original decision. We try not to attempt any challenges which we believe will be unsuccessful.

In some circumstances, there may be an alternative route with Google.

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