Ethics and considerations

Our objective with any campaign is to make the internet better

At Reputation X, ethics are important. When one works in online reputation management, it can be easy to work on campaigns whose values don’t necessarily align with the people doing the work. We keep this in mind when choosing clients. 

Knowing our limitations

Reputation X uses content marketing, search engine optimization, specialized reputation management tools, and public relations methodologies to improve online reputation ethically. If we believe our toolset is incompatible with a given project, we will decline. 

Team consideration

Every project is vetted by our team. If a key team member is uncomfortable, we cannot engage the project. Our team members have the freedom to turn down projects they have a personal conflict with. If we cannot provide a complete team, there is no way we can take the project. 

No fake reviews

We do not write fake reviews for Yelp or any other review site. We do not condone paying for fake reviews either. If you have negative reviews, we will use our experience and skills to try and get them suppressed or removed wherever possible.

No hacking

We don't hack websites. We're not hackers for many reasons, one of which is the fact that we look terrible in hoodies. 

No spam

We work hard to make sure the work we do improves search engine results instead of degrading them. We don't have a list of websites we use for reputation projects. Instead, every reputation campaign is treated individually. If web properties need to be developed or content created, we do so carefully and on an as-needed basis.

Search as a weapon

Search engines organize the world's information, they don’t verify it. Evildoers, or just lazy fact-checkers, take advantage of this virtual loophole and fill it with information that's misleading or downright false. Our goal is to leverage search engines for good, instead of evil. 

Because search results are not reflective of the truth, only relevance, our task is to help individuals and companies improve the way they are seen online by managing, analyzing, and putting into action strategies that matter. 

Categories we rarely engage

Some special categories we can rarely work with except under special circumstances. Special circumstances sometimes rely on court declared innocence. Some categories are hard to find resources for. Reputation X team members reserve the choice as to which campaigns they work on. If we cannot put together a willing team, we cannot execute the project effectively. 

The categories include:

  • Physical or sexual violence, esp. towards women or children
  • Child pornography
  • Animal abuse
  • Elder abuse
  • Obvious scam operations intended to harm
  • Currently incarcerated individuals

Conflicts of interest

Sometimes we have conflicts of interest with other clients. In this case, we will usually decline a project. 

By being upfront about what we can and cannot work with, we hope to take some of the guesswork out of determining whether we’re always acting in our clients’ best interest. 



We reserve the right to refuse service to any person, company, or organization. We do not discriminate on the basis of gender, sexual orientation, race, color, religion, national origin, or disability. The most common reason we must refuse service is a lack of resources willing to work on a particular project, or our workload is too high.