What is Online Reputation Management or ORM?

Reputation management is the understanding or influencing of an individual’s or business’s reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results. Although it is often associated with ethical grey areas, such as review sites, censoring negative complaints or using Search Engine Optimization tactics to game the system and influence results, there are also ethical forms of reputation management, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence

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product development.

What is Reputation Management?

Reputation management is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback to get feedback or early warning signals to reputation problems. Most of reputation management is focused on pushing down or suppressing negative search results. Reputation management may attempt to bridge the gap between how a company perceives itself and how others view it.


  • Improving the tagging and search engine optimization of company-published materials, such as white papers and positive customer testimonials in order to push down negative content.


  • Publishing original, positive websites and social media profiles, with the aim of outperforming negative results in a search.


  • Submitting online press releases to authoritative websites in order to promote brand presence and suppress negative content.


  • Submitting legal take-down requests if someone believes they have been libeled.


  • Getting mentions of the business or individual in third-party sites that rank highly in Google.
  • Creating fake blogs pretending to be a different person that shares the same name in order to push down negative search results on the actual person or brand. *Not suggested


  • Using spam bots and denial-of-service attacks to force sites with damaging content off the web entirely. *Not suggested


  • Spamming third-party websites by creating anonymous accounts that create positive reviews or lash out against negative ones. *Not suggested


  • Proactively offering free products to prominent reviewers. *Not suggested
  • Proactively responding to public criticism stemming from recent changes.