Negative results, suppression, and what it actually takes.
Straight answers on what Mirror.fyi finds, how suppression works, what you do versus what the platform does, what it costs, and how long it takes.
What does Mirror.fyi actually do?
Mirror.fyi is a self-service AI reputation platform that helps you fix what the internet says about you. It scans Google, Bing, Yahoo, news, images, video, discussion forums, review sites, and major AI engines — ChatGPT, Gemini, Perplexity, Copilot, and Google AI Overviews — to find the negative material attached to your name: regulatory actions and disciplinary records, complaints, lawsuits and court records, unflattering news coverage, aggregator profiles, and false or damaging claims repeated by AI answer engines. It scores how bad the situation is and how difficult each item will be to push down. Then it builds a personalized, month-by-month strategy and prepares the work for you: articles, bios, profile copy, website kits, removal and deindexing submission packages, and review-response drafts. Your job is to create the accounts in your own name, publish the prepared content yourself, and paste the live URL back into Mirror.fyi so it can verify it, promote the asset, and track its effect. Everything lives in one place: the Reputation Vault for your verified facts, Account Keys for your encrypted logins, Action Items for your step-by-step plan, an Activity Log for history, an in-portal Assist Bot trained on your account, and monthly rescanning with movement notifications so you know when something changes.
How is this different from SEO or review management?
SEO agencies try to rank a business for commercial keywords so it wins new customers. Mirror.fyi is not an SEO agency. It is concerned with one question: when someone searches your name, or asks ChatGPT, Perplexity, Gemini, or Copilot about you, what negative material shows up — and what will it take to bury it under accurate, credible, customer-owned content. Review management is available inside Mirror.fyi as a separate tool for businesses that need it, but it is not the same thing as suppression. Suppression is about pushing down negative material that cannot be removed; review management is about collecting and responding to customer feedback.
Can negative results be removed or deindexed?
Sometimes, and Mirror.fyi tells you honestly which situation you are in. The Removal & Deindexing Hub reviews any URL you submit and determines whether a real removal or deindexing pathway exists — outdated information, doxxed personal details, platform policy violations, copyright, defamation, or content involving a minor. When a pathway exists, Mirror.fyi prepares the complete submission package: the correct form, the legal or policy basis, and the exact language to use, and then tracks the case status. When no pathway exists, you are told that instead of being sold hope, and the item is handled through suppression. One URL review and submission package is included each month. Nobody can promise deletion — Google, Bing, the AI platforms, and the sites hosting the material all control their own pages.
So what is suppression, and when is it used?
Suppression is the default path for anything that cannot be removed, which is most material. It means building enough strong, credible, well-structured content about you that the negative item is pushed down and out of the visible results, and that AI answers have better sources to draw from. Removal and suppression work together: Mirror.fyi files what can be filed and outranks the rest.
Does this cover AI answers as well as Google and Bing?
Yes. Mirror.fyi tracks ChatGPT, Perplexity, Gemini, Google AI Overviews, Microsoft Copilot, Google, and Bing. AI answers and classic search are increasingly fed by the same underlying pages, so the material you build to suppress a negative link in Google is usually the same material that corrects what an AI system says about you.
Who is Mirror.fyi built for?
Anyone — individuals or businesses — who wants to take control of what the internet says about them. That includes people with a complaint, lawsuit, arrest record, news story, or AI answer repeating something untrue attached to their name. It also includes licensed professionals — financial advisors, attorneys, physicians, agents, and executives — whose regulatory records, disciplinary entries, and complaint-site listings are public and easy to find. And it includes businesses whose reviews, search results, or AI summaries are costing them customers.
Who does the work — me or Mirror.fyi?
Mirror.fyi does the work. Mirror.fyi runs the analysis, builds the strategy, prepares every action with instructions and ready-to-use content, writes the articles, bios, and profile copy, drafts the review responses, prepares the removal and deindexing submission packages, and tracks the results. Your only job is to create the accounts in your own name, publish the prepared content yourself in your own voice, and paste the live URL back into Mirror.fyi so it can verify it, promote the asset, and track its effect. That self-service execution model is why this costs a fraction of a managed agency campaign.
What is the free Reputation Snapshot?
The Free Reputation Snapshot costs nothing. Enter one search term, confirm your email, and Mirror.fyi scans the first page of Google, classifies each result, summarizes what Google's AI says about you, gives you a reputation grade, a difficulty rating, an estimate of what a traditional agency would charge for the same campaign, and one recommended first action. It does not include the multi-engine report, the strategy, the prepared content, the portal, the Assist Bot, or the Reputation Guide — those are Mirror.fyi.
What is included in Mirror.fyi?
Mirror.fyi is the whole platform: the full multi-engine Reputation Report (Google, Bing, Yahoo, news, images, video, discussion, reviews, and the major AI engines side by side), your personalized month-by-month strategy with one recommended action at a time, the Removal & Deindexing Hub with one URL review and prepared submission package each month, AI-written articles, bios, and profile copy drafted from your verified facts with step-by-step publishing instructions, article topic research, a complete website kit, your Reputation Vault, Account Keys — an encrypted locker for every login you create along the way — Action Items with URL verification, an activity log and report history, the in-portal Assist Bot trained on your account and the Mirror.fyi doctrine, the login-only Reputation Guide, monthly rescanning with movement tracking and change notifications, and review management for the businesses that need it.
Does Mirror.fyi handle customer reviews too?
Yes, for the people whose work involves them. Review management is a separate part of the platform, not part of suppression: you send feedback requests from your own private landing page, happy customers are routed to public review sites while unhappy ones come to you privately first, your customer list imports from a spreadsheet template, polite follow-up nudges go out automatically, and Mirror.fyi drafts professional responses to public reviews for you to approve and post. Review insights surface the themes customers keep raising so you can fix the pattern rather than the one-off.
What does Mirror.fyi cost?
The Reputation Snapshot is free. Mirror.fyi is $99 to start — covering your full analysis, your strategy, and your first 30 days — and then $99 per month. Each additional tracked search beyond the first is $49 per month. No setup fee, no contract, cancel anytime.
Will I have other costs outside the subscription?
Possibly. Depending on your strategy you may choose to pay separately for a domain, website hosting, an AI site builder, article placements, press distribution, design or video tools, or photography. Mirror.fyi tells you which recommended steps cost nothing and which involve outside spend, and you decide what to buy. A self-service campaign typically runs a fraction of the $15,000 to $30,000 a managed agency campaign can cost.
How long does suppression take?
Think in months, not days. New material has to be discovered, indexed, and evaluated against pages that already rank for your name. Most customers spend the first 30 days building the foundation, months two and three publishing and connecting assets, and months four through six refining what is gaining traction. A weak source may move quickly; a government, regulatory, court, or major-newspaper result may take considerably longer. These are planning ranges, not promises.
What is the difficulty score?
Every negative item is rated on how hard it will be to push down. A page on a low-traffic site with few links is easier to outrank than a regulatory database, a court record, or a national news story. The difficulty score explains why two people with one negative result each can need very different amounts of content, time, and outside spend.
Can I see what the report looks like before I buy?
Yes. There is a full sample report on the site built around a fictional professional, showing the reputation score, what people see when the name is searched, the concerning items that were found, the difficulty rating for each, the assets already in place, and the recommended next steps.
What is the Reputation Guide?
The Mirror.fyi Reputation Guide is the full playbook, written by a reputation industry executive with more than 20 years of experience running suppression campaigns against news organizations, government sites, regulatory records, and court results. Its 16 chapters cover how search and AI answers treat a name, which assets actually work, how to build and connect them, what to expect month by month, and where people waste money. It lives inside the portal and is available to Mirror.fyi members only.
What are Account Keys?
Account Keys is an encrypted locker inside the portal for the accounts you create while executing your strategy — your site host, publishing platforms, video and profile accounts. You store the URL, username, and password once, encrypted at rest, so you can always get back in to make updates. It is available to Mirror.fyi members, since it is meant for people doing work in the platform each month.
Is my data secure?
Yes. Every account is isolated with row-level security, uploaded materials and stored credentials are encrypted at rest and accessible only to you, and Mirror.fyi never sells customer data, never trains third-party models on your materials, and never shares your account information with anyone else.
How do I get started?
Run the free Reputation Snapshot first — one search term and your email, and you will see your grade, your first page of Google, and your first recommended action. When you want the full multi-engine report, the strategy, the back office, the prepared content and scripts, and the Assist Bot, start Mirror.fyi at $99 per month.
Still have questions?
The fastest way to find out what is attached to your name is to run the free Snapshot. It takes about a minute, and you can tour the Mirror.fyi portal first to see exactly what a member works with.