Search Engine Reputation Management (SERM)/ Online reputation management (ORM)

Online reputation management (ORM) is the process of controlling what shows in the Search Results about a company and brand, and about improving its name and credibility. This is a process of weakening or eliminating the negative material found online with more positive information about it.
People are searching for information online and making decisions based on what they find, they form an opinion about the company or brand, whether positive or negative. Search Engine Reputation management (SERM) is important and part of the online marketing strategy because negative content won’t “just go away.”
It can be quite challenging, first a reputation and keyword research should be conducted to find out what appears about the business for a particular keyword. Then, a search engine reputation management plan should be made such as new content creation, link network building and competitor backlink analysis may be required, social media optimization, and many other ORM tactics should be made to improve the online reputation and to fit with the marketing goals.

Online reputation management and search engine optimization (SEO) can be similar but SEO is about promoting a specific website or page to the top of the search results while Online reputation management (ORM) is about controlling the information that appear in search results, that means the tactics can be different.

Additional Terms:

Rich Snippets
Social Media
Google Partner/Premier Google Partner
Responsive Website
Mobile-Friendly website
Google maps
Call To Action
Bounce Rate/Abandonment Rate
Mobile Marketing
Content Marketing 
Marketing Automation / Programmatic
Website Traffic/ Traffic Analysis
Geo Targeting
Quality Score
Lead Generation
A/B Testing
B2C Digital Marketing
B2B Digital Marketing
Doorway page
Dead/ Broken link
Internal Link
Outbound Link
Inbound Link
Heading tags
Google Trends
Google Sitelinks
Google Keyword Planner
CTR (click-through rate)
CPC (Cost Paid per Click)
404 Not Found
Redirect 302
Redirect 301
200 OK Code
Alt attribute/ Alt tags
Nofollow link
Search engine algorithm
White hat search engine optimisation
Black hat search engine optimisation
White hat SEO
Google’s Penguin Update
Organic Search Results
Link Building
Landing Page
Google Dance
Email Lists
Duplicate Content
Canonical URL
Conversion Rate
Satellite Websites
Google’s Knowledge Graph
Link Exchange
Long tail
Google Webmaster Tools
Mini Site
Search Engine
Site Map
Player Embed
Bread Crumbs
Google Panda Update
YouTube Channel
Contextual Advertising
Open Source
Google’s Search Engine Robot
Meta Tags
Affiliate Program
CPA - Cost Per Action
CPL - Cost Per Lead
Friendly URL
GDN – Google Display Network
Page Rank
ROI – Return on Investment
RSS (Really Simple Syndication)
SEM-Search Engine Marketing
XML–Extensible Markup Language