Yes, search engines are the basis to build a reputation as they are the platforms you are working for ORM. If there is any negative information about a company or business entity or a personal ranking on the search engines, it can stop or dissuade users from visiting the website or purchasing or availing products and services from that brand. This ultimately affects customers from using your products and services. It will lead to a shift of users to your competitors who don't have any negative reviews online. Search engines play a vital role in making and breaking an online reputation for any person or company.