ORM definition

Reputation management (also known as ORM or online reputation management) is the process of assessing the potentially harmful search results that come up with brand name and legal name queries, and then preparing a strategy to take control of those results.
This includes managing at least the first page of results as well as any harmful image results.

Reputation management isn’t strictly the same as vanilla SEO, because it focuses on creating a positive aura around a person / brand without necessarily focusing on driving traffic, as most search-engine traffic does not come via direct brand-name queries.

Reputation management is also an ongoing process, so it includes having a system in place to monitor up-to-date mentions of your name or brand, ensuring that a pristine results page today doesn’t turn into a nightmare tomorrow.