People, particularly the ones new to digital marketing, often confuse themselves with ORM as SEO while the two terms are completely different. While ORM standing for Online Reputation Management, which refers to maintaining and managing your brand image/reputation, SEO is about improving visibility in the Search Engine Result Page for relevant queries. It stands for Search Engine Optimization.
ORM focuses on what people say about you online in the chatrooms, reviews, comments, etc. SEO focuses on getting higher organic traffic for better ROI.