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Internet Reputation Glossary

Above the Fold "Above the fold" is a newspaper-publishing concept that refers to the location of an important story on the pages of a newspaper that could be read without unfolding the paper. The meaning has extended to the Internet to mean the upper part of the SERPs page that is visible without scrolling. It generally refers to Google positions 1- 6.

Communication Decency Act of 1966
The Communications Decency Act of 1996 is a bill designed to reduce online obscenity. The Supreme Court declared most of it unconstitutional, but the highly controversial Section 230 (commonly known as "CDA 230") of the Act is still in force. Section 230 says that webmasters and site owners cannot be held liable in court for malicious or libelous statements made by users of their websites, even if they know that the false and malicious statements exist and have been asked to remove them. There is no requirement that the webmasters or site owners keep information about who made the libelous statements or help find them.

Google Algorithm
An algorithm is a set or instructions. The Google algorithm, called PageRank is a link analysis algorithm, named after Larry Page and used by the Google Internet search engine.

Internet Reputation Management
Internet reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine result pages to minimize their visibility.

Internet / Online Defamation
Generally, defamation is a false and unprivileged statement of fact that is harmful to someone's reputation, and that has been published "with fault," meaning as a result of negligence or malice. State laws often define defamation in specific ways. Libel is a written defamation; slander is a spoken defamation.

Identity Theft
Identity theft is a crime whereby a criminal impersonates another individual, usually for financial gain. Identity theft may involve stealing personal data, such as social security numbers, a signature, name, address, phone numbers, and even banking and credit card information. On the Internet, however, identity theft can be more subtle. A thief may "steal your online identity" by buying a domain in your name and putting up a website to defame or attack you. An online thief can also go to a social network site and open a profile in your name.

Internet Privacy
Internet privacy involves the right or mandate of personal privacy concerning the storing, repurposing, providing to third parties, and displaying of information pertaining to oneself via the Internet. Privacy can entail both Personally Identifying Information (PII) and non-PII information such as a site visitor's behavior on a website. PII refers to any information that can be used to identify an individual.

Invisible Web (Deep Web)
The Deep Web (also called the Deepnet, the Invisible Web, the Undernet or the hidden Web) refers to World Wide Web content that is not part of the Surface Web, which is indexable by standard search engines. Most of the Web's information is buried far down on dynamically generated sites, and standard search engines do not find it. Traditional search engines cannot "see" or retrieve content in the deep Web—those pages do not exist until they are created dynamically as the result of a specific search.

Online reputation management
Online reputation management is synonymous with Internet Reputation Management.

Online Reputation Strategy
This is a broad term that has several reasons. If you are a victim of negative online publicity, your strategy can involve the various methods to neutralize the negatives by creating and promoting positive online content. If you have a good online reputation, your online strategy may involve adjusting your business practices to assure satisfied customers and employees thus greatly minimizing the danger of online defamation.

Search Engine
Search engines are programs that search documents for specific keywords and returns a list of the documents where the keywords were found. A search engine is really a general class of programs, however, the term is often used to specifically describe systems like Google, Bing and Yahoo! Search software enable users to search for documents on the World Wide Web.

Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of improving the visibility of a website or webpage as it appears in a "natural," "organic" or un-paid search results. The strategy assumes that the higher the search results and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

Search Engine Marketing (SEM)
Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results page (SERPs). The methods used for SEM include search engine optimization as well as through advertising (paid placements, contextual advertising, and paid inclusions). The term "SEM" can be us ased an umbrella term for all marketing methods or it can be used to differentiate paid search or other online advertising from search engine optimizing.

Social Media
Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow the audience to participate in the creation or development of the content. Social media essentially is a category of online media where people are talking, participating, sharing, networking, and interacting socially. There is a wide variety of social media, ranging from social sharing sites such as YouTube and Flickr through social networks such as LinkedIn and Facebook.

"It is easier to cope with a bad conscience than with a bad reputation."
Friedrich Nietzsche

"Reputations are created every day and every minute."
Samuel Butler