There are various elements that can significantly impact a company's online reputation. The response or lack thereof to negative search results is one of the primary factors. When customers search for specific brand keywords on search engines such as Google, the results displayed on the first page can play a crucial role in shaping their perception. For instance, if they come across negative articles or blog posts that raise concerns about the integrity of a trading website, it could harm the company's reputation. Additionally, social media platforms are a vital factor in determining how customers perceive a business. The content the company posts, how often it engages with customers, and the feedback or comments from users can significantly impact the overall perception of existing or potential customers.