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Character is what you do. Reputation is what others think about you. One is objective, the other subjective. The character of a person is different than his or her reputation, and this holds true for brands as well. 

74% of people say reviews increase trust

The rewards of having a good online reputation are greater revenues, better relationships, and more opportunities. Consumers have been shown to care about a company's reputation and purchasers' reviews. For example, a survey carried out in 2016, notes that 74% of potential customers state that when they read positive reviews, they have more trust in a local business.1

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffet

Curating a positive reputation is very different than simply leaving it up to the random opinions of others. Online reputation management works to actively affect how a person or company is perceived by others.

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Humans have what is called a “negativity bias” because we’ve evolved to react to threats. Like Google, we’re pattern discovery machines; when something stands out, like a threat, our minds highlight it. The negativity bias is leveraged by the media to increase profits. The fact is, bad news gets more attention, more clicks, and leads more revenue for the publication. Google also reacts to this pattern by giving people what they seemingly want - more bad news.

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When people are performing a search online for a product or service, they rarely do so in a linear fashion. The path they take often seems random to an outside observer, and when mapped can look like a bowl of cooked noodles. This path seems far more like a scavenger hunt than anything else, because when a consumer begins their search they are in many ways ignorant of what they really need. The process of search is one of discovery and self-education. In spite of the confusion, there is a method to the apparent madness.

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A good reputation is built slowly over a lifetime, but it can be lost in a single instant when a negative story is posted on TheDirty.com.

Fortunately, we're here to help. At Reputation X, we have a successful track record in doing what seems impossible -- reclaiming your online reputation. Reputation X can usually remove a post on TheDirty.com within two weeks.  

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There exists a type of PR agency that specializes in destruction rather than enhancement of reputation. Some of these agencies work for governments or politcal parties, others are private contractors, all have a similar agenda: Lay false trails, generate fake news, and use social media to weaken or decimate rivals by manipulating public opinion for nefarious purpose. It isn't just fringe groups, but the appartus of large governmental institutions like the National Security Administration (NSA). The NSA has apparently used negative online reputation management to discredit some peoples search results. 

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Everyone who uses the internet has interacted with bots. Bots chat with us on apps, leave comments on articles and videos, and write social media posts. We know that bots have the ability to put words together coherently. But can bots write entire articles by themselves?

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Negative content can damage a company or person worse than the author often realizes. Sometimes it can be taken down, other times it must be pushed down or suppressed. An online reputation suppression strategy is based on moving newly created, and existing positive search results, higher up in search engine results in order to move down or 'suppress' negative search results.

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