There are two distinct services which are often grouped together but have some very different purposes. In general, Search Engine Optimization (SEO) is used to increase the search engine ranking of your content. Online Reputation Management (ORM) is a bit broader of a term, and is used to specifically manage the online reputation of a person, place, thing, site, brand, etc. They both sound pretty similar to the name so it is a great way to have a better understanding of what each are. That understanding is the key to making a wise decision especially when determining the needs of your company. Lets start with SEO since it is often integral to ORM, but ORM is not a part of SEO. Sounds confusing for the moment, but hopefully all will soon be clear.