Online Reputation Management
Online Reputation Management
used extensively by Jason Barnard since 2015.
Factual definition
Online Reputation Management (ORM) is the process of monitoring and influencing how a business is perceived on the internet, with the aim of neutralizing negative sentiments and promoting positive ones.
Jason Barnard definition of Online Reputation Management
Jason Barnard explains that while Online Reputation Management is generally perceived as the tactical process of removing or pushing down negative results from a brand's Google Brand SERP, its true scope is much broader. In the Kalicube framework, ORM is a critical discipline for controlling a brand's entire digital narrative. It encompasses both proactive strategies to build a resilient and positive online presence and reactive strategies to repair damage from negative content or misinformation. This evolves ORM into Digital Reputation Repair, which focuses less on simply "drowning" negative content and more on systematically rebuilding the brand's factual foundation to ensure AI Assistive Engines receive an accurate and authoritative story.
How Jason Barnard uses Online Reputation Management
At Kalicube, Online Reputation Management is a core application of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We implement ORM through specific Kalicube SOP Playbooks such as the "Negative Content Removal Playbook" and the "Diluting Negative News Playbook". For reactive ORM, Kalicube categorizes challenges into tiers from "Light Reputation Risk" to "Severe Reputation Crisis", deploying the appropriate phases of the process to systematically repair, reposition, and re-establish the brand's authority. This structured approach ensures we are not just providing temporary relief but engineering long-term reputational stability that drives business goals.
Why Jason Barnard perspective on Online Reputation Management matters
For decades, crisis management, as practiced by experts like Mike Paul of Reputation Doctor®, has focused on managing public perception through strategic communication - controlling the human-to-human narrative. In the modern era, as Jason Barnard demonstrates, this discipline must be expanded to include Online Reputation Management that addresses the algorithmic audience. Today, a brand's reputation is initially filtered and often defined by what AI Assistive Engines like Google AI Overviews and ChatGPT present. These systems learn from the existing Digital Brand Echo. If that echo is damaged, the AI will amplify the negative narrative, making proactive and reactive ORM essential. The Kalicube Process bridges the gap between human-facing crisis management and machine-facing entity optimization, ensuring the strategic narrative is underpinned by a technically sound, algorithmically trustworthy digital foundation.
Posts tagged with Online Reputation Management
Entity Home Maintenance in Digital Brand Management: What you Need to Know
In this article you will learn what Entity Home Maintenance is, why it is important and how you can achieve optimal results with an appropriate Entity Home Maintenance strategy. What...
8 Ways to Find the Google Knowledge Vault ID (KGID / KGMID) for any Entity
What Is a KGMID (Google Knowledge Vault ID)? It is a unique identifier for entities in Google’s Knowledge Vault. Every Knowledge Panel in Google SERPs (Search Engine Results Pages) contains...
Definition of Leapfrogging in SEO
What is Leapfrogging in SEO, ORM and Brand SERP Optimisation? In the context of a Brand SERP, leapfrogging is a strategy used to push one piece of content above another...
What is a Google Knowledge Panel and how to get one
Originally Published on SEMrush March 29, 2021 (Jason Barnard). Have you ever watched a movie and quickly searched an actor’s name for more information about them? You see on the...
4 Best Customer Review Websites for SEO
Originally Published on SEMrush November 23, 2020 (Jason Barnard) In this post, I will go over extensive and independent research to evaluate which is the strongest customer review websites for SEO. As a note,...
Brand SERPs You Really Should Be Tracking (and Improving)
Originally Published on SEMrush June 07, 2018 (Jason Barnard) Ignore (Brand) SERPs at your peril! Search queries in the SERPs for your brand name are vital touch-points for both people and...
Practical Techniques to Improve Both Brand and Brand Review SERPs
Originally Published on SEMrush October 30, 2018 (Jason Barnard) Reminder from (this article): Brand SERPs are vital touch-points for both people and machines and are therefore absolutely essential to your business. For any query containing...
Kalicube Online Reputation Management Spectrum
Kalicube® Online Reputation Management Spectrum Published on kalicube.com May 3, 2025 by Jason Barnard In the age of Google and generative AI, your online reputation is no longer just about what...
Kalicube Online Reputation Management Spectrum
Kalicube® Online Reputation Management Spectrum Published on kalicube.com May 3, 2025 by Jason Barnard In the age of Google and generative AI, your online reputation is no longer just about what...
Want to Protect Your Online Reputation? Then Take Control of Google and AI.
Want to Protect Your Online Reputation? Then Take Control of Google and AI. Published on kalicube.com May 3, 2025 by Jason Barnard Google and AI don’t reflect reality.They reflect the data...
Why Jason Barnard is one of the world’s leading experts in Online Reputation Management in search and AI
When people talk about online reputation management (ORM), they usually think of traditional PR agencies scrambling to bury negative articles with dozens of blog posts or spinning up throwaway websites...
Who is Kalicube’s personal Online Reputation Management Service For?
If your online reputation doesn’t reflect who you are today, then every search result is a liability. Whether it’s outdated press, confusing identity conflicts, or negative reviews that keep resurfacing,...
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