You work your butt off to build a trustworthy reputation. Everyday when you go to work, your #1 goal is to make your trustworthy reputation stronger. You might use those words, but that’s really what you’re doing.
It’s critical that the reputation you show online matches the trustworthy reputation you actually have.
There’s a lot that goes into an online reputation – the reviews you have, the articles you publish, the SEO you do. For each one, there’s an honest, authentic way to do it, and there’s a black hat way to do it.
What’s black hat reputation management? It’s lying. It’s not how you’ve built your practice. It’s not how you want to show your reputation online.
Want some specifics? Here’s an article I like that spells out the details for you.