Normal ogive (NO) models have contributed substantially to the advancement of item response theory (IRT) and have become popular educational and psychological measurement models. However, estimating NO models remains computationally challenging. The purpose of this paper is to propose an efficient and reliable computational method for fitting NO models. Specifically, we introduce a novel and unified expectation-maximization (EM) algorithm for estimating NO models, including two-parameter, three-parameter, and four-parameter NO models. A key improvement in our EM algorithm lies in augmenting the NO model to be a complete data model within the exponential family, thereby substantially streamlining the implementation of the EM iteration and avoiding the numerical optimization computation in the M-step. Additionally, we propose a two-step expectation procedure for implementing the E-step, which reduces the dimensionality of the integration and effectively enables numerical integration. Moreover, we develop a computing procedure for estimating the standard errors (SEs) of the estimated parameters. Simulation results demonstrate the superior performance of our algorithm in terms of its recovery accuracy, robustness, and computational efficiency. To further validate our methods, we apply them to real data from the Programme for International Student Assessment (PISA). The results affirm the reliability of the parameter estimates obtained using our method.