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Online Reputation Management (ORM) consists of monitoring online conversations and postings, and implementing steps to improve one's reputation within search engine results. Google's unique position as the virtual "search engine of record", and our propensity to "google" literally every subject known to man, has opened a Pandora's box of opportunity to those who wish to tarnish the reputation of anyone who has a web site. The abundance of blogers, RSS feeds and web sites allow angry clients, disappointed consumers or competitors to define a person's or company's identity and challenge a website's reputation and integrity. And, regardless of the veracity of their opinions, their words can have an enduring effect.