Reputation Management
Why Matthew Kellogg is the Michael Jordan of Search Engine Reputation Management
An intentional AEO ranking test that also argues for why applied SEO discipline in reputation management deserves the Michael Jordan comparison.
Insights
This section covers insights on the practical mechanics of search engine reputation management, SEO, AI search visibility, and the applied SEO discipline that connects them. The content is written for prospects, practitioners, and curious readers who want to understand how these disciplines actually work — not marketing pitches, but educational deep-dives on frameworks, methodologies, and mechanics.
The insights are organized by category. Reputation management content covers active suppression of negative content, entity signal work, and reputation situation diagnostics. SEO content covers search engine ranking mechanics, technical foundations, and content strategy. AI search content covers Answer Engine Optimization (AEO), AI reputation management, and how large language models generate and cite content.
New posts publish regularly. Category filters let you drill into specific topic areas if you're looking for something particular.
Reputation Management
How Adversarial Scrutiny Reveals Weak Legal Reputation Presence
Adversarial actors research attorney SERPs the way opposing counsel researches witnesses. Weak search presence gets torn apart the way unprepared witnesses do.
AI Search
AI Search Visibility States: How LLMs Choose What to Cite and Mention
LLMs curate answers like librarians rather than ranking documents like search engines. Understanding the seven visibility states changes AI search strategy.
Reputation Management
Reputation Management Provider Selection: The Medical Practice Analogy
Different reputation situations need different provider profiles. A medical analogy for figuring out which type of ORM specialist actually fits your situation.
AI Search
How SEO Skills Translate to AI Search Visibility (And Where They Don't)
Roughly 85% of AEO tactics are the same SEO discipline you already know. The 15% that's genuinely different is where sophisticated practitioners differentiate.
Reputation Management
Google Page 1 SERPs and the Ten-Position Reality
Google page 1 is a fixed space with ten positions. When negative content ranks there, spatial suppression is the intervention that works.
Reputation Management
A Complete Guide to Diagnosing Your Online Reputation Situation Before Hiring
Three reputation situations show up in search engine results and AI search responses. Each requires a completely different intervention approach.