Online Reputation Management refers to the character, repute, name and standing of your business in the online media. Almost every day, somebody somewhere on the internet is talking about your business whether it is about your employees, your brands, your services, your events or anything that relates to your business such as the latest happenings in your industry or reviews about your competitor. Your online reputation is your good name and that of your company, as it is viewed online. The answer to the question "How do you build an online reputation?" is that you and your company are reviewed in different parts of the Internet. You or your company might have been mentioned negatively in comments on some online forums. You may not know about these and they might be grossly unfair or untrue. If these comments gain credence your company could suffer in terms of sales if, for example, one of your products has received negative reviews. If you don't know about these, you cannot address the underlying issues. Online reputation management can be undertaken by some SEO companies, who will trawl the Net on a regular basis and find what has been written about you and your company along with its products.
There are companies which have dedicated personnel to protect the online reputation of large corporate clients, and if you are a smaller business, then SEO services can help you protect your online reputation and undertake its management for you. Your online reputation is built upon your input to your site, its content and products or services and also how these are perceived by the general public, who are free to make comments about them all over the web. Someone may post content on a site which claims that a product supplied by you is shoddy and overpriced. If this is not the case the person who is employed to manage your online reputation can take steps to have this comment removed. They will also monitor article which mentions you, your company and its products and have any damaging content removed. It is all about damage limitation and helping you retain credibility in the eyes of your customers and the general public. Online reputation management is, then, an extension of offline Public Relations. Because the Internet is so vast you may not be aware of any damaging content on the net until it has gone viral and your sales begin to slump.