Key aspects of Online Reputation Management include: 

1. Online Reputation Monitoring: Regularly monitoring various online platforms, including search engines, social media, review sites, forums, and news outlets, to track mentions, reviews, and discussions related to the individual or brand.

2. Responding to Reviews and Feedback: Engaging with customers or clients who leave reviews or feedback, whether positive or negative, in a timely and respectful manner. Addressing concerns and resolving issues can help turn negative experiences into positive ones.

3. Content Creation and Promotion: Creating and promoting positive, valuable, and relevant content that highlights the individuals or brands expertise, achievements, and positive experiences. This can include blog posts, press releases, case studies, and testimonials.

4. Search Engine Optimization (SEO): Implementing SEO strategies to ensure that positive and relevant content ranks high in search engine results, pushing down negative content that may exist.

5. Social Media Management: Managing social media accounts to engage with the audience, share valuable content, and address customer inquiries or concerns promptly.

6. Crisis Management: Preparing and implementing a crisis management plan to handle any sudden negative events or attacks on the individuals or brands reputation.

7. Building Online Authority: Establishing the individual or brand as an authority in their industry through thought leadership, expert opinions, and participation in industry events.

8. Removing Inaccurate or Defamatory Content: If possible, working to have false or defamatory content removed from the internet through legal means or by contacting the website owner or platform.

9. Monitoring Competitors: Keeping an eye on competitors online reputation and identifying areas where the individual or brand can differentiate itself positively. ORM is essential for individuals and businesses because the internet has empowered consumers to share their opinions and experiences widely. A strong online reputation can positively influence potential customers, clients, and partners, while a negative one can deter them. By actively managing their online reputation, individuals and brands can build trust, credibility, and a positive perception among their target audience.