SERP sculpting is a strategy used in online image management. It aims to control the results displayed on search engines to mitigate content that is detrimental to the reputation of a company, brand, or individual. This technique can involve removing problematic content, which can be complex, or relegating it to less prominent positions in search results. To achieve this, one can use paid ads on AdWords or promote the visibility of positive content that can push undesirable results to the forefront. The ultimate goal of SERP sculpting is to optimize the online image of a given entity.