From the SEO point of view, reputation management is all about managing and improving the search engine presence and reputation of a brand. SEO refers to search engine optimization, which is the process of improving a web page to make it search engine friendly and increase its organic ranking in search results. Reputation management in SEO means getting positive content about a business to rank higher in search results while lowering the rank of any negative feedback or stories through ethical SEO practices, which involve website auditing and optimizing, monitoring and responding to customer feedback and building high-quality links to important brand pages.