Reputation management is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points. Reputation Management is critical when considering fiscal implications. Reputation Management through analyzing and influencing search engine results, can prevent the loss of business or career and ensure ongoing success for you and your Company.
another aspect of reputation management is when someone posts complaints etc about your business, and they start showing up in the search results (on the first page). obviously bad for business, so the technique is usually to flood the results with other (positive) pages about your business, so that the negative comments are pushed further down, off the first page. that's the relation it has to SEO. but of course the better thing is to try not get complaints at all, and to properly manage your reputation online like fr@nc!z said.
build trustworthiness to your website is called reputation management.. like testimonials of your customer on home page even you can use sidewiki for that and pressrelease work as well..