Online reputation is the brand image or personal impression you have among the netizens. It can be identified from news articles, blog posts, social media profiles, “people search” sites, public records, Wikipedia articles, automatically generated content, photos, videos—anything you are mentioned about. Your online reputation is how others see you when they look for you online.
When people search for something online, they don’t usually look through all the results. Less than 10% go past the first page, and less than 1% go past page two. This makes reputation management not confined to publication, but open to a number of techniques that boost important content to the top of the search results. During this process, less relevant, inaccurate, or misleading results get pushed down to pages where they remain obscure and unseen.