Reputation Architecture
The prospects you’ve already earned check your name before they call.
Referrals, directories, past clients — every path to your practice runs through one search. If the results carry friction, some share of decided prospects quietly choose someone else. I build and defend the SERP that protects that conversion. Eleven years of ranking work; the methodology currently documented in real time on my own name.
The problem most reputation firms don’t solve.
Most reputation management operates at the public-relations register: press releases, review solicitation, takedown requests. The strategic problem lives somewhere else — in the ranking architecture of the SERP itself. A negative result doesn’t need to be answered; it needs to be outranked by properties you control, across every variation of the search, durably enough to survive algorithm changes. That’s not PR work. It’s ranking work — the hardest version of it. The methodology is watchable: I’m running it on my own name, documented in real time.
See the case study →The math, sized for reputation.
Take the prospects who reach the decision point each month. Some share search your name before engaging. If the results carry friction, some share of those choose someone else — and they don’t tell you. Multiply that silent loss by your average client value. That’s the monthly cost of an uncontrolled SERP. The work makes sense when that number is large; for practices where a single client represents five or six figures of lifetime value, it usually is. Run your own numbers — the structure is simple, and the inputs are yours.
Surgeons
Procedure values in five figures; prospects research intensively between consultation and commitment. The name search is the last checkpoint before they book — or don’t.
Attorneys
Clients vet counsel the way counsel vets evidence. A SERP carrying friction loses cases you were already chosen for.
Financial advisors
Trust is the product. Prospects moving six- and seven-figure relationships check the name first; friction there isn’t a discount on fit, it’s a veto.
What’s included.
- A documented SERP baseline across your name’s keyword variations.
- Property architecture — building, structuring, and optimizing the owned assets that occupy ranking positions.
- Content development for those properties.
- Ranking defense across keyword variations, monitored continuously.
- Volatility response when the SERP moves.
- Weekly reporting against the live SERP.
What’s not.
- Crisis PR — separate discipline; this is architecture, not press response.
- Legal takedown work — I outrank; removal is a lawyer’s surface.
- Paid review acquisition — review platforms are out of scope.
How the engagement runs.
The engagement opens with a project phase: defined scope, defined timeline, the build. Maintenance follows month-to-month. Every Friday, the weekly report: positions held across keyword variations, what moved, what was built. Quarterly, a strategy review against the engagement’s full arc. Month-to-month renewal — the engagement continues because the work earns it, and the authority to end it stays with you at every month boundary.
Adjacent disciplines.
Reputation work protects conversion. If acquisition is also strategic — commercial keyword visibility bringing new prospects to the door — that’s SEO Architecture. If your prospects research through ChatGPT, Perplexity, or AI Overviews before they ever reach Google, that’s AEO Architecture.
Questions prospects ask.
How long until the SERP changes?
Initial movement typically registers within the project phase; durable position-holding is the maintenance phase’s job. The case study documents this timeline on a live SERP.
Can negative results be removed?
Removal is legal work, and rarely available. The methodology outranks instead: your properties occupy the positions, the negative result loses visibility.
What happens if something new appears?
Monitoring catches it; the defense architecture is already holding positions, so new entries fight uphill. Volatility response is part of maintenance.
Does it hold if the engagement ends?
Positions built on real properties with real authority don’t evaporate at the month boundary. Without maintenance, defense degrades over time — which is why the engagement is structured the way it is.
Browse the full FAQ →Engagements at Reputation Architecture scope are structured around the strategic situation specific to your practice — the state of the SERP, the variations in play, the stakes of the friction. Budget context is captured in the consultation form so we can discuss fit and scope on the call.