What is Reputation Management?
Reputation management is the act of identifying and strategically influencing good and bad SEO results. Effective reputation management will aim to highlight positive content while downplaying content that scores poorly.
More About Reputation Management
Effective reputation analysis and management will enable you to identify which pages rank well in search results, and why. This information can be used to leverage successful content, either by further optimizing that page or copying its style for future content.
Likewise, insight into poor performing pages can be used to improve that content. For example, an old page may offer valuable information, but its older design may be lacking. This page could be left out of XML sitemaps and robot.txt files to avoid it being crawled, but still used as a source for linking to a credible page.