Search engine optimization (SEO) is a process of optimizing your website to rank higher in search engine results pages (SERPs). This can be done through on-page optimization, such as using keywords and phrases throughout your website content, as well as off-page optimization, such as building links from other websites. Online reputation management (ORM) is a process of managing your online presence, including your website, social media profiles, and online reviews. ORM also encompasses crisis management, which is what you do when your business is under attack from negative publicity. Online reputation management companies will often use both SEO and other reputation management strategies to help your business build a positive reputation.