How to Clean Up Your Reputation on Google and ChatGPT: 2026 Strategies
You cleaned up your reputation on Google. You pushed the negative results down. You breathed a sigh of relief. And then a client called to tell you: "I asked ChatGPT about your company and it brought up a problem from five years ago." All your work, wiped out by an AI.
This is the new reality of 2026. Millions of people no longer search on Google: they go straight to ChatGPT, Perplexity, Claude or Gemini. And when they type "Is [your company] trustworthy?" or "Who is [your name]?", the AI generates a direct answer, delivered with an air of absolute authority, that the user accepts as the truth. There's no list of links. No second page to hide on. Just one answer, and it had better be the right one.
The problem nobody tells you about
AI tools don't work like Google. Classic SEO techniques don't cut it here. AI models draw on different sources, process information differently and can "remember" data that disappeared from the web years ago. It's new territory, and most agencies still don't know how to navigate it.
I've spent years studying and working at the intersection of digital reputation and artificial intelligence. I've helped business owners who had a spotless Google presence but a contaminated ChatGPT profile, and vice versa. Reputation management in 2026 demands mastery of both worlds. In this guide, I'll show you how.
Numbers that should keep you up at night (if you're not yet managing your reputation in AI)
- 1 in 3 people already use AI tools to research people and companies before making decisions.
- 200 million weekly users on ChatGPT. Any one of them could be asking about you right now.
- 40% of Google searches now display AI Overviews, AI-generated summaries that users read without clicking.
- 60% of users trust AI answers as much as or more than classic search results.
1. How AI tools work and where they get their information
To manage your reputation on AI tools, you first need to understand how they work and where they get the information they use to generate answers.
1.1. Large language models (LLMs)
ChatGPT, Claude, Gemini and other AI tools are large language models (LLMs). They were trained on enormous amounts of text from the internet: web pages, books, articles, forums, social media, Wikipedia and more.
This means that:
Cutoff date
What they "know" comes from their training, which has a cutoff date.
No real-time access
They don't look up information in real time (unless that capability is enabled).
Persistent memory
They can "remember" old information that's no longer available on the web.
Repetition by frequency
They tend to repeat information that shows up frequently in their training data.
1.2. Real-time search
Some AI tools, such as Perplexity, ChatGPT with browsing and Google Gemini, can search the internet in real time. This means that:
Up-to-date info
They access current information at the moment of the query.
They cite sources
They cite specific sources you can identify and work on.
SEO matters
They're more responsive to traditional SEO strategies.
Double-edged sword
But they can also surface recent negative content.
| AI tool | Real-time search | Cites sources | SEO influence |
|---|---|---|---|
| ChatGPT (without browsing) | No | No | Low (depends on training) |
| ChatGPT (with browsing) | Yes | Sometimes | High |
| Perplexity | Yes | Always | Very high |
| Google Gemini | Yes | Yes | Very high |
| Claude | Partial | Sometimes | Medium |
1.3. Priority sources
AI tools don't treat all sources equally. They tend to give more weight to:
Wikipedia
The authoritative source par excellence for every AI.
Established media
High-authority newspapers, magazines and trade publications.
Institutional sites
Governments, universities and official organizations.
Verified professional profiles that carry significant weight with AI.
2. Diagnosis: What AI says about you
Before taking any action, you need to know exactly what AI tools are saying about you. This diagnosis is different from the one you'd run for Google.
An essential first step
Don't take any action until you've completed the diagnosis. What works for Google may not work for ChatGPT, and vice versa. You need to know exactly what each AI says before designing your strategy.
2.1. Questions to ask AI tools
Try these questions on ChatGPT, Perplexity, Claude and Gemini:
- "Who is [your full name]?"
- "What do you know about [your name]?"
- "Is [your company] a trustworthy company?"
- "What is [your company]'s reputation?"
- "Has [your name/company] had any problems or scandals?"
- "Would you recommend hiring [your company]?"
- "What are people saying about [your name/company]?"
2.2. Document the answers
For each AI, document:
- The exact question you asked
- The full answer
- The sources cited (if any)
- The date of the query
- Whether the information is correct, incorrect or incomplete
2.3. Identify the problems
The most common problems you'll find:
Outdated info
The AI brings up facts that are no longer relevant or situations resolved years ago.
Incorrect info
Wrong data or confusion with other people who share your name.
Emphasis on the negative
The AI highlights negative aspects over positive ones.
Lack of information
The AI doesn't know who you are or provides very limited information.
Hallucinations
The AI makes up information that simply doesn't exist.
3. Strategies for traditional Google
Even though the landscape is changing, Google is still fundamental. Traditional strategies still work and, on top of that, they influence what AI tools find when they search in real time.
3.1. Content removal
Whenever possible, removal is still the best option. Check out our complete guide on how to remove negative content from Google.
3.2. The right to be forgotten
For European citizens, the right to be forgotten remains a powerful tool for getting results delisted from Google.
3.3. Reverse SEO
When you can't remove something, reverse SEO lets you bury negative content by creating and ranking positive content.
3.4. The Google-AI connection
The good news: Google is still the foundation
What you do on Google directly affects AI tools. AI tools with real-time search find what's on Google. Well-ranked content is more likely to be included in future training. And Google AI Overviews draws on the same search results. Investing in reputation SEO still pays off.
4. Reputation management on ChatGPT
ChatGPT is the most widely used AI tool, so it deserves special attention.
4.1. Understanding ChatGPT
ChatGPT has two main modes:
Without browsing
It answers based solely on its training (which has a cutoff date).
With browsing
It can search the internet for up-to-date information.
4.2. Strategies for ChatGPT without browsing
When ChatGPT answers without searching the internet, the information comes from its training. To influence this:
Authoritative sources
Build a presence on Wikipedia, established media outlets and institutional sites.
Positive volume
The more positive content there is, the more likely the AI has processed it.
Consistency
The same positive information should appear across multiple sources.
Long term
Changes you make today may take months or even years to show up in future models.
4.3. Strategies for ChatGPT with browsing
When ChatGPT searches the internet, traditional SEO strategies are relevant:
- Make sure your positive content ranks well on Google
- Optimize your website so it's easy to crawl
- Use structured data (Schema.org) to make information easier to extract
4.4. Reporting incorrect information
OpenAI has mechanisms for reporting incorrect or harmful information. While they don't guarantee changes, it's worth trying if ChatGPT is spreading clearly false information about you.
An important ChatGPT limitation
Changes to online content are NOT automatically reflected in ChatGPT without browsing. The model is only updated through new training runs (every few months). That means negative information removed from the web can keep showing up in ChatGPT for months.
5. Reputation on Perplexity and AI search engines
Perplexity is an "AI search engine" that combines real-time search with AI-generated answers. It's especially relevant because it cites its sources.
5.1. How Perplexity works
When you ask Perplexity a question:
- Real-time search
Perplexity crawls the internet on the spot to find up-to-date information. - Source selection
It prioritizes the most relevant, highest-authority sources. - Answer generation
It synthesizes information from multiple sources into a coherent answer. - Source citation
It shows exactly which sources it used, so you can pinpoint problems.
Perplexity's key advantage for reputation management
Unlike ChatGPT, Perplexity always shows its sources. This lets you identify exactly which content is feeding the negative answers and take action directly on those sources.
5.2. Strategies for Perplexity
Since Perplexity searches in real time, SEO strategies are highly relevant:
Rank on Google
Perplexity tends to use the same sources that appear in the top results.
High authority
Publish content on high-authority sites. Perplexity prioritizes recognized sources.
Optimize for snippets
Content that directly answers questions is more likely to be cited.
Fresh content
Update your content regularly. Perplexity values freshness.
5.3. Monitor the cited sources
One advantage of Perplexity is that you can see exactly which sources it's using. If it cites a negative source, you know exactly which content you need to address.
6. Google Gemini and AI Overviews
Google is building AI into its search results through Gemini and AI Overviews. This has major implications for reputation management.
6.1. AI Overviews
AI Overviews are AI-generated summaries that appear at the top of some Google search results. They synthesize information from multiple sources to provide a direct answer.
6.2. Implications for your reputation
AI Overviews: the new reputational battleground
If there's negative information about you, it can be featured prominently in the AI Overview the user sees WITHOUT having to click on any result. It's the first impression, and often the only one. Reputation SEO now has to optimize for this format.
6.3. Strategies for AI Overviews
- Control the top Google results — AI Overviews are built on them
- Create content that answers questions directly — It's more likely to be included
- Use structured data — It makes information easier to extract
- Stay consistent — The same positive information across multiple sources reinforces the message
7. Integrated strategy: Google + AI
Modern reputation management requires a strategy that tackles both Google and AI tools in a coordinated way.
7.1. Principles of an integrated strategy
- Create quality content on authoritative sources
It benefits both Google and AI tools. - Keep your message consistent
The same positive narrative everywhere. - Update regularly
Fresh content for Google and for future versions of AI models. - Diversify your sources
Don't rely on a single platform. - Monitor both channels
What works on Google may not work in AI, and vice versa.
7.2. Prioritizing actions
Since resources are limited, prioritize like this:
- Remove or suppress negative content on Google
Direct impact on AI tools with real-time search (Perplexity, Gemini, ChatGPT with browsing). - Create content on authoritative sources
Wikipedia, media outlets, LinkedIn. These are the sources that carry the most weight with AI. - Optimize your website with structured data
Schema.org makes it easier for AI tools to extract and cite your information correctly. - Build a consistent volume of positive content
The greater the positive volume, the more likely you are to influence future AI training. - Monitor and adjust continuously
The landscape is constantly changing. What works today may not work tomorrow.
Key principle: narrative consistency
The same positive information should appear consistently across all your sources: website, LinkedIn, media, directories. AI tools give more weight to information they find confirmed on multiple independent sites.
8. Creating AI-optimized content
Content that performs well with AI tools has specific characteristics:
8.1. Clear structure
- Use hierarchical headings (H1, H2, H3...)
- Short, concise paragraphs
- Lists where appropriate
- Direct answers to common questions
8.2. Factual information
- Verifiable data
- Specific dates
- Figures and statistics
- References to sources
8.3. Structured data
Implement Schema.org on your website:
Person
For personal profiles and biographical data.
Organization
For companies and corporate data.
Article
For editorial content and publications.
FAQPage
For structured frequently asked questions.
8.4. "Citable" content
AI tools aren't looking for pretty content: they're looking for citable content. Clear definitions, concrete data, opinions attributed to experts. If your content is the best answer to a question, the AI will use it.
Create content that AI tools will want to cite:
- Clear, concise definitions of key concepts
- Original statistics with verifiable sources
- Attributed expert opinions with credentials
- Well-structured step-by-step guides
9. Why authoritative sources matter
AI tools give more weight to certain sources. Being present on them is crucial.
9.1. Wikipedia
Wikipedia is probably the most influential source for AI tools. If you meet the notability criteria, having a Wikipedia article can transform what AI says about you.
Important: Don't try to create or edit your own Wikipedia article. It violates their policies and can backfire.
9.2. LinkedIn
LinkedIn is considered an authoritative source for professional information. A complete, active profile influences what AI tools say about your career.
9.3. Media outlets
Appearances in established media (interviews, op-eds, mentions) carry significant weight with AI tools.
9.4. Institutional sites
If you're affiliated with universities, professional organizations or recognized institutions, make sure your information is up to date on their sites.
9.5. Your own website
A professional, well-structured website with structured data is essential. It's your "official source" of information.
10. Ongoing monitoring
Reputation management in the age of AI requires constant monitoring.
10.1. Google monitoring
- Google Alerts for your name and company
- Weekly review of search results
- Rank tracking with SEO tools
10.2. AI monitoring
- Periodic queries to ChatGPT, Perplexity, Gemini and Claude
- Documenting changes in the answers
- Keeping an eye on new AI tools as they emerge
10.3. Recommended frequency
| Channel | Frequency | What to monitor |
|---|---|---|
| Weekly | Rankings, new results, AI Overviews | |
| Major AI tools | Monthly | ChatGPT, Perplexity, Gemini, Claude |
| After publishing | Immediately | Impact of new content on search engines and AI |
| After a crisis | Daily | Progress until things stabilize |
Don't neglect monitoring
AI tools are constantly being updated. An answer that's positive today could change tomorrow with a new training run or a newly indexed source. Ongoing monitoring is the only way to catch problems before they cause real damage.
11. The future of digital reputation
The digital reputation landscape is evolving fast. These are the trends I see for the coming years:
11.1. Deeper AI integration in search
Google, Bing and other search engines will build more and more AI into their results. The line between "traditional search" and "AI search" will blur.
11.2. AI agents
AI agents that act on users' behalf (booking appointments, researching vendors, etc.) will make decisions based on the information they find. Your reputation will shape those decisions.
11.3. Identity verification
Systems will emerge to verify the identity and authenticity of online information. Being verified will be a reputational advantage.
11.4. Regulation
Regulations will likely emerge governing how AI tools handle personal information, similar to the right to be forgotten for search engines.
11.5. Recommendations to get ready
Act now, not tomorrow
The content you publish today will be part of tomorrow's AI training. Every day you go without building a solid digital presence is another day AI models keep learning only from what already exists, including the negative.
- Invest in building a solid, positive digital presence now
- Stay informed about new AI tools and platforms
- Treat reputation management as an ongoing process, not a one-off
- Work with professionals who understand both SEO and AI
12. Conclusions and action plan
Reputation management in 2026 requires a two-pronged approach: traditional Google + AI tools. Ignoring either channel is a risk.
Key takeaways:
- AI tools are changing how people search for and consume information about you
- Traditional SEO strategies are still relevant, especially for AI tools with real-time search
- Content on authoritative sources (Wikipedia, media, LinkedIn) has the greatest impact on AI
- The consistency and volume of positive content influence what AI tools "learn" about you
- Monitoring must cover both Google and the major AI tools
Your action plan:
- This week
Run a full diagnosis of what Google and AI tools say about you. - This month
Tackle the most urgent problems (negative content in top positions). - Next 3 months
Build a presence on authoritative sources. - On an ongoing basis
Monitor, create content and adjust your strategy.
If you need professional help managing your reputation across search engines and AI, at Élite Reputación we offer specialized services to work on your reputation on Google and ChatGPT together, tailored to this new paradigm. You can also explore our service for getting ahead of this kind of content before it resurfaces, for complete preventive protection.
13. Frequently asked questions about reputation on Google and ChatGPT
Yes. AI tools can produce "hallucinations": made-up information that looks real. They can also confuse you with someone else who has the same name or take old information out of context. That's why it's essential to regularly monitor what AI tools say about you.
OpenAI lets you report incorrect or harmful information, but there's no guarantee it will be changed. Unlike Google, there's no "right to be forgotten" for AI (yet). The best strategy is to influence the sources that feed the AI.
It depends. For ChatGPT without browsing, changes only show up with new model training runs (every few months). For AI tools with real-time search like Perplexity or ChatGPT with browsing, changes on the web are reflected almost immediately.
Both matter, and they're interconnected. Google is still the main search channel, but AI tools are growing fast. Plus, what you do on Google influences what AI tools find. The ideal strategy tackles both channels in a coordinated way.
Partially. For AI tools with real-time search (Perplexity, Gemini, ChatGPT with browsing), SEO is highly relevant. For AI tools without browsing, what matters is the volume and authority of the sources included in their training. You need to combine both strategies.
AI Overviews are AI-generated summaries that Google displays at the top of search results. They synthesize information from multiple sources. If there's negative content about you, it can be featured prominently in this summary, which is the first thing the user sees.
The cost depends on how serious the problem is, the number of negative sources and the channels affected. At Élite Reputación we offer a free diagnosis to assess your situation and propose a customized action plan with a fixed quote.
Our team serves clients in Mexico City, Panama City, Córdoba and Dubai, among other markets where reputation on search engines and AI is already a strategic priority.
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