My first piece of advice would be to perform a Google search of high-value keywords to visually see the current state of the search landscape. This will allow someone to see if there are any immediate issues or problems that need to be overcome. Next, write down the goals and outcomes that are to be achieved from online reputation management. It’s also important for a company to take note of the specialized knowledge they possess and how they can solve problems encountered by their target market which will provide a solid foundation for content development which will be promoted in search. For individuals, the foundation of content will come down to their knowledge and passions. Most importantly, speak to a web reputation management expert and research all of the choices available.