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Understanding Online Perception Management for High Net Worth Individuals

Online Perception Management is a thing. Or, it should be. And it's probably called something else like online publicity or online brand promotion or something else (please tell me what it is, it's hard to keep up). The goal is to dominate organic search for your name or your client's name.
Understanding Online Perception Management for High Net Worth Individuals

Online Perception Management (OPM)

What online perception management is to me is a, basically, an online reputation management gig for someone who isn't in trouble but also doesn't yet control their online brand. It's mostly high net worth individuals who have spent their entire life being discrete, caring little about fame and focusing on fortune, protecting their families, keeping off of social for legal or board of directors reasons, and who, now, either don't like the way they're portrayed in Google's and Bings SERPs and want to change that. It's like an Oline Glow Up.

Buy Yourself a Google Glow-Up!

It usually includes a domain name buy--all versions of the client's name with all the versions of TLDs as are available or can be bought; it also includes working on a client-approved short and extended bio, at least one SEO-optimized extremely fast, compliant, and comprehensive website, and then a lot of time making sure we grab as many social profiles across as many social networks and directories as possible, carefully filling them completely, including one or more photo, one or more versions of the bio, a CV or list of achievements, and as many links to as many positive, neutral, and self-created sites and pages and properties as possible.

Cache It Up, Baby

Then, you need to put every single one of the sites you created for your client onto CloudFlare or some other CDN and make sure each site is lovingly connected to Google Search Console (GSC), Google Analytics (GA4), and even Bing Webmaster with great care. Set up each site's SEO carefully as well. If/when you use AI like ChatGPT or Gemini, make sure you spend time editing and de-douching the content to tailor it to your own site. Add internal and some external linking, invest in Yoast SEO Premium, and then make sure you add all the pages and ancillary website stuff.

Human Googler (HumGoo)

You need to make sure and certain that WHEN a Human Googler (HumGoo) visit to access the sites' spamminess, you pass muster as not being a Zombie Site. In that vein, also treat each one of the sites like it's a business or a vanity site that's alive and living. Include weekly blog posts, include "If you like this article, check out one of these" plugins, make sure you have an About Page, a Contact Me page, maybe include other compliance ad-ons like Cookie dialogues and Privacy pages and Terms and Conditions and links to LinkedIn and anything else a client would do if there were really putting together their Online Headquarters (in much the same way authors, models, talking heads, actors, and consultants do--copy them).

Dot the I's and Cross the T's

Make sure you submit good Site Maps (sitemap.xml) to Google GSC and Bing, and also make sure you keep track of Toxic Backlinks and issues with 404s and Redirects. If you choose Wordpress as your platform, install Redirection, a free plugin, and set it so that you can review 404 errors. This is especially important if you've bought the "your" domain name from a auction or from a seller or from someone else who has used the domain in the past: you will have a history of backlinks and incoming links and issues with 404s just like you need to deal with the fact that your new girlfriend or boyfriend or their friend has had other partners in their past, too, and you just need to check to make sure there's nothing there you might need to get some antibiotics to clear up in the form of 301 redirects or Toxic Backlink Disavowal.

HelpI'm in a Nutshell!

Well, that's it in the nutshell. If you have the budget, register each domain for at least ten years (hey, you/they are a high wealth/high income individual after all) and then make sure you do NOT fire and forget. You need to garden and prune and water every one of the sites at least on a monthly basis. Start weekly for the first 6-months and then go monthly from then on. Good luck! It sounds super easy but unless you like this kind of work, you're much better off hiring me.


"Understanding Online Perception Management for High Net Worth Individuals" explores the proactive strategies used to manage and enhance the online reputations of wealthy individuals who wish to control their digital narratives. It covers comprehensive measures like acquiring multiple domain names, crafting SEO-optimized and compliant websites, extensively engaging across social media platforms, and employing tools like Google Search Console and Google Analytics to monitor and optimize online presence. The guide emphasizes ongoing site maintenance, legal compliance, and the importance of digital footprint management to ensure a positive and authoritative online image.


Q1: What is online perception management? A1: Online perception management involves strategies and actions to control and enhance the online reputation and brand of individuals, particularly focusing on high net worth individuals who seek to improve how they are portrayed online without any prior issues.

Q2: Why is domain name acquisition important in online perception management? A2: Acquiring various domain names, including all relevant TLDs, is crucial as it prevents misuse by others and allows for full control over the narrative and presentation of the individual's online presence.

Q3: What roles do SEO and content management play in online perception management? A3: SEO ensures that the individual's online content ranks well in search engines, enhancing visibility. Effective content management maintains an engaging, compliant, and up-to-date presence, which is essential for a positive online image.

Q4: How often should online profiles and websites be updated? A4: It is recommended to start with weekly updates for the first six months to establish a robust online presence, then shift to monthly maintenance to keep the content fresh and the SEO rankings high.

Q5: What is the significance of monitoring toxic backlinks and 404 errors? A5: Monitoring and managing toxic backlinks and 404 errors are crucial to maintain the health and credibility of the website. It protects against SEO penalties and enhances user experience.

Q6: What is the best way to handle negative online content? A6: The best approach is proactive management through regular monitoring and responding promptly to any negative content. Strategies include requesting removal of defamatory content, engaging in positive content creation to outweigh the negatives, and utilizing legal avenues when necessary.

Q7: How important are social media profiles in online perception management? A7: Extremely important. Social media profiles offer a platform to shape the narrative, showcase achievements, and engage directly with the audience. They should be carefully managed to maintain a positive and professional image.

Q8: What is the role of Google Search Console and Google Analytics in managing an online reputation? A8: Google Search Console helps monitor website performance in Google search, identifying issues like site errors and security problems. Google Analytics provides insights into website traffic and user behavior, which are crucial for optimizing the online presence and engagement strategies.

Q9: Why is it important to buy all versions of a client's name domain? A9: Purchasing all variations of a client's name domain prevents others from acquiring these domains and using them for malicious purposes, thereby protecting the client's name and enhancing control over their online presence.

Q10: How does content compliance affect online perception management? A10: Ensuring that all content is compliant with legal and ethical standards is essential to maintain credibility and trustworthiness. Non-compliance can lead to legal issues and damage to the individual’s reputation.

Glossary of Terms

Online Perception Management: Strategies used to control and enhance an individual's online reputation and brand, particularly focusing on improving their portrayal across various online platforms.

Domain Name Acquisition: The process of purchasing multiple domain names related to an individual's name or brand to ensure control over their online narrative.

SEO (Search Engine Optimization): Techniques used to increase the visibility of a website or a web page in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

CloudFlare CDN (Content Delivery Network): A service that uses distributed servers to deliver websites and other web content based on the geographic locations of the user, the origin of the webpage, and a content delivery server.

Toxic Backlinks: Links from other websites that can negatively impact the SEO health of a website due to their poor quality or spammy nature.

404 Errors: HTTP standard response code indicating that the client was able to communicate with a given server, but the server could not find what was requested.

Digital Footprint: The information about a person that exists on the Internet as a result of their online activity.

Personal Branding Online: The practice of people marketing themselves and their careers as brands online. This is often conducted through various digital channels to influence public perception.

SEO Compliance: Adherence to search engine guidelines to enhance a website's optimization without incurring penalties.

Redirection: The process of forwarding one URL to a different URL, commonly used to direct traffic from an old site to a new site or to guide users smoothly if a page has been moved.

Toxic Backlink Disavowal: The process of using tools provided by search engines to tell them to ignore certain toxic or harmful links that point to your site which could negatively impact SEO.

HumGoo (Human Googler): Colloquial term for an individual who evaluates websites manually to determine the quality and compliance of sites in the context of search engine guidelines.

Zombie Site: A term used for websites that have minimal or no original content, poor user engagement, and generally exist only to serve ads or redirect traffic elsewhere.