Online reputation is the set of information available on the internet on behalf of a person, a company, a product or a service. Online Reputation Management is defined as ORM and covers all monitoring, updating and removing of negative information from the internet. The online reputation in Italy, as in the main European countries and in the United States, is conveyed by search engines and social networks: the number of people accessing certain information, the quality of the content distributed on the web and the level of satisfaction expressed by the users of the platforms such as Google, Yahoo, Bing, Facebook, Youtube, to name a few, define the online reputation of the person concerned. To manage the online reputation with the best Online Reputation Management techniques it is necessary to identify the most easily accessible information on the internet through search engines and to establish a web reputation strategy on them. On Google it is possible to search for the name of a person (personal web reputation) and of a company (corporate web reputation) to trace the information concerning them. These can be: information published by users, such as reviews, opinions, “posts” and other content that can be published on forums, blogs and social networks; journalistic information published on the websites of the online magazines, news aggregators and informative websites; information of a judicial or institutional nature;  incorrect, obsolete, inappropriate or damaging information about the web reputation, produced as a result of hate speeching and widespread, with clear defamatory intent, on websites offered by free providers such as WordPress, Google Sites, Google My Business, Blogspot, Facebook. Information detrimental to online reputation can be published by anonymous users who protect themselves against the difficulties that exist in handling the request for cancellation of negative information on their respective websites. 

All unwanted information can be reached through links to web pages indexed by Google search results. For this reason, one of the main activities for the good management of Online Reputation concerns the removal of Google search results. The request to remove links from Google can be presented in accordance with the European legislation on privacy (European Regulation GDPR for the right to be forgotten or the right to delete personal data from Google), pursuant to the Rules for Webmasters (Google governs the  positioning of a website based on certain rules for Webmasters which, if not respected, allow you to request cancellation of the site from Google itself) or pursuant to a provision issued by a judicial authority (delete an illegal content from the results  Google search). To improve online reputation a person must first of all ask himself how to delete my name from Google and what tool should be adopted to remove the content. You should know that in most cases Google decides not to remove the content from its websites and invites you to contact the Webmaster or a competent authority. To avoid wasting time and performing unsuccessful actions for your Online Reputation Management, you can contact a legal and IT consultant to find out if unwanted information can be removed from the search engine. For example, there is not always the right to remove content from Google News, if it concerns a crime and has been published recently. In these cases, the interested person can request anonymization of his personal data, request for content correction or replication of the published article, or, through an online reputation optimized for search engines, he can submerge unwanted information  and delete them from the first pages of Google search results. This activity of penalizing unwanted information is very complex and requires the appointment of a staff of SEO professionals, a discipline that governs the world of website optimization for search engines. 

The benefits of a good online reputation are many: search engines like Google, today, are the calling card for your name and, sometimes, they are used by blacklist managers (like World-Check or CRIF) as a source for storing data and reliability factors  of a person. If you can find news on search engines about a crime you committed, you can be sure that the bank manager who should activate your current account or the employer who should invite you to interview, could turn around or ask you for accurate and up-to-date information about. Online Reputation Management becomes a fundamental activity for one’s digital existence: high-level companies and professionals cannot remain vulnerable to a bad web reputation. If your name is linked to inexact, negative or inopportune information, you must immediately take action to remove your name from Google and delete search results that contain a link to information damaging to your web reputation. Removing reviews from Google or negative articles from the internet, de-indexing a URL, deleting one’s name from Google search results are activities that, regardless of the requirements expressed in the regulation on oblivion, must be taken very seriously. The best examples of good web reputation see the triumph of IT activities and website optimization to the detriment of unwanted search results, in this way, Online Reputation Management becomes a perpetual activity of monitoring and optimization of information circulating on the network. There are useful tools for the O.R.M. (Online Reputation Management tools) that allow you to achieve the best results in quick times. Among these, the Removal Tools for Webmasters offered by Google are a series of computer protocols for managing the indexing of links to be deleted from the web.