Online reputation
Online reputation is the image a search returns for a brand or person: results, reviews, press, forums. It is managed by occupying the space with controlled content rather than by pursuing every mention individually.
In practice
The first page of a brand query holds roughly ten slots: site, social profiles, listings, press, review platforms. Each slot occupied by content you control is one that criticism cannot take. Removal procedures concern only illegal content — clear defamation, personal data breaches — not unflattering opinions.