Managing brand reputation is a vital part of optimisation that focuses on the top search results for an individual or brand. A brand’s reputation on review sites and social media channels can have a huge impact on a business. This is why major corporations now have dedicated staff monitoring social media to pick up on criticisms and negative reviews. Those individuals act as firefighters by responding quickly to negativity, often contacting complainers directly to remedy a situation. Maintaining popularity and brand loyalty is vital in the highly competitive internet marketplace.