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How reputation works:  The information that shapes it and the people who perceive it

A person or company’s reputation is based on information (of some kind or another). And every reputation is perceived by people (of some kind or another). Put information and perception together, and you’re left with a potpourri of differences, reactions, interactions, and misunderstandings in the grand arena of how reputation works.

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Why does it take six months for a website to rank? We get asked this quite a bit. For the most part, it's because there is a lag time of between 10 and 20 weeks before listings start to improve in search results. The exception to the rule is viral content—if users signal content is of superior value, and they do so quickly, search listings can improve in hours. Unfortunately, not every piece of content is going to go viral.

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One of the first questions we get from most of our reputation management clients is “How long will reputation management take?”. (The next question is "how much does ORM cost" of course.) Their anxiety is understandable considering that more than 80% of consumers now search Google before doing business with a company. What Google’s first page says about your business practically determines how potential clients and partners see you. And this is why determining just how long it will take to conquer that first page and secure your brands online reputation is not as simple as you might think.

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