Online reputation management (ORM) aims to improve a company’s online image using search engine optimization (SEO) techniques. It involves implementing strategies to enhance the brand image by optimizing its presence on search engines. This approach is divided into two complementary areas. Firstly, it involves promoting positive content about the brand to position it at the top of search results. Secondly, it involves limiting the impact of negative content that could damage its reputation. This aspect is often referred to as online crisis management. Online reputation management SEO typically focuses on search engine results pages (SERPs) related to direct queries about the brand, but also on those associated with secondary searches such as brand reviews. Depending on the industry, the stakes involved in online reputation management SEO can vary in intensity.