Online reputation management or ORM is an integral part of search engine optimisation, as it involves building a positive image of a brand, company or person online using highly effective SEO techniques such as content marketing, link building and social media optimization. While we use SEO to build a great online reputation and presence for a business, we also do reputation management by monitoring and responding to negative reviews and content. SEO for reputation management also involves optimizing the search engine presence of a business to present it to potential customers as a trusted and leading brand for a particular product or service.