1. Online Reputation Management: Branding for SERP Domination Rhea Drysdale | Outspoken Media | @Rhea and @outspokenmedia Tweet with webinar attendees: #mozinar Technical problems or feedback: Please email team@seomoz.org

2. How we typically view ORM: REPAIR COVER-UP SPIN FIX buy off paid reviews article directories MICRO-SITES B UY UP

3. Let’s change that perception.

4. How I see ORM…

5. Competitive domination in the SERPs via effective online branding.

6. Sounds better, huh?

7. How do you become this?

9. Let’s take a look at your current brand.

10. 1 When a user types in your name, product or brand—what do they see? Unrelated SERPs or “Did you mean…” “showing results for…”

11. You’re Tier 3 and you aren’t considered a brand, yet. We’ll come back to you in a bit.

12. 2 When a user types in your name, product or brand—what do they see? Google Places Site links People and Pages on Google+

13. You’re Tier 2 and you’re becoming a brand, but aren’t quite there, yet. * Hang tight with Tier 3 for a minute.

14. *Caveats You might have something technically wrong that’s preventing site links. You might not have enough content or links to your subfolders/pages to have those appear as site links.

15. 3 When a user types in your name, product or brand—what do they see? Autocomplete results Related stores/brands Search related to [keyword] Multiple listings for your domain Search [domain]

16. You’re Tier 1 and you’re considered a brand. High five!

17. Tier 1 Tier 2 Tier 3 These are growing. We all start here.

18. How do we know tiers 1 & 2 are growing?

19. Search engines like brands. Especially Google.

20. Brands are good for business. GoogleGoogle ^

27. http://mashable.com/2012/02/13/google-knowledge-graph-change-search/ “Google now wants to transform words that appear on a page into entities that mean something and have related attributes.”

28. Google wants to, “build a huge knowledge graph of interconnected entities and their attributes.”

29. Hmm, what does that sound like?

30. Check out: http://www.wolframalpha.com/entities/index/http://www.wolframalpha.com/entities/index/

31. What this entity search looks like in action: Except, they’re no longer appearing! Even Google’s example from the article for “Monet”

32. Why does this matter? If someone is looking for an “oven” you want Google to not just display your brand because you have content and links about an oven. You want Google to understand WHO you are, how much you sell them for, how many people like them, and where they can buy them.

33. From SEOBook: http://www.seobook.com/learn-seo/infographics/brand-branding-brands.phphttp://www.seobook.com/learn-seo/infographics/brand-branding-brands.php NEW ADDITION: 8. “More results” and other brand- owned properties NEW ADDITION: 8. “More results” and other brand- owned properties

34. How do you get Tier 1 brand association in Google?

35. Tier 3 – Help, I NEED SERP INCLUSION!

36. Start with the basics. Register your domain(s). Register your username(s). Create QUALITY content on domains & profiles. Cross-link everything.

39. The very top of their site:

40. Google is a bot. It can only process what you tell it.

41. Leverage what works.

42. Not sure of what works? Check your “competition.” What’s a natural result that your competitor is doing well with?

43. Even better, here’s our data behind what sticks:

44. Note: Facebook is doing better in the SERPs after timeline was implemented.

45. Tier 2 – I NEED SERP PROMINENCE

46. Strategic marketing campaigns. Technical SEO audit Content marketing strategy Get social Increase mentions Increase backlinks Invest in things like rel=“author,” schemas, videos, pictures, product feeds, etc.

47. Sitelinks Resources: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=47334 http://www.hochmanconsultants.com/articles/sitelinks.shtml

48. People and Pages on Google+ Resources: http://searchengineland.com/a-look-at-google-direct-connect-for-google-pages-100382

49. Rel=“author” Resources: http://www.blindfiveyearold.com/how-to-implement-rel-author https://plus.google.com/authorship

50. Reviews & Ratings Resources: http://schema.org/Review http://schema.org/AggregateRating http://support.google.com/webmasters/bin/answer.py?hl=en&answer=146645

51. Google Places Resources: http://www.google.com/local/add/ http://www.davidmihm.com/local-search-ranking-factors.shtml

52. Tier 1 – SERP DOMINATION UNLOCKED!

53. SERP domination. Establish your brand as an industry leader. Think long-term gain vs short-term (e.g. Autcomplete) Think local Think big brand campaigns

54. Google autocomplete results

55. Related stores: Related brands:

56. Search related to:

57. Search [domain]

58. Multiple results for a single domain

59. Let’s look at some CRAP WORK!

60. “John Carter” My John Carter is an anonymous person in need of ORM help, not this hottie:

61. John Carter’s Search Results JohnCarter.com/ JohnCarter.com/?page_id=xxx www.John-Carter.com/ JohnCarter.biz/?cat=xxx JohnCarter.org/?tag=Johnny-Carter-yyyy JohnCarter.info/ www.Johnny-Carter.com/ JohnCarter.com/?cat=x JohnCarter.com/?tag=John-Carter-yyyy JohnCarter.biz/ John-Carter.com/?tag=Johnny-Carter JohnCarter.biz/?tag=Johnny-Carter-yyyy Johnny-Carter.org/ JohnCarter.com/?cat=xx JohnCarter.org/?tag=Johnny-Carter-yyyy JohnCarter.info/?tag=John-Carter-yyyy JohnCarter.com/?cat=xxx John-Carter.org/?paged=xx JohnCarter.biz/?tag=Johnny-Carter JohnCarter.net/?tag=Johnny-Carter-yyyy John-Carter.com/downloads/Johnny_Carter.xml Johnny-Carter.org/?m=xxxxx JohnCarter.info/?cat=xx Johnny-Carter.com/?cat=xxx JohnCarter.biz/?tag=Johnny-Carter-yyyy www.John-Carter.info/ JohnCarter.org/?cat=xx

62. Lots of domains and profiles. No authority or natural BRAND.

64. Q&A stuffing (and it works!!!):

65. Does this look like a good approach to ORM to you?

66. Yes? Stop watching. Now. You’re not welcome here anymore.

67. If you correctly answered “no,” let’s continue.

68. You can build your brand in the same amount of time it would take to build crap content that HURTS your brand.

69. Something positive:

70. Google SERP Movement

71. Doesn’t look so good, huh? What if I told you:

72. The sites gained site links. That HURT SERP domination. Lost 3 listings for branded KW. Lost 3 listings for non-branded KW.

73. SERPs really looked like this after site links update: Vs.

74. HAPPY DANCE! So me.

75. The takeaway….

76. When you feel panicked. Don’t resort to doing what’s easy! Be strategic. Think long-term. Think like a brand.

77. Strategic branding does come with actual metrics. How do you measure brand?

78. Avinash has the answer! Kaushik.net/avinash/bra nd-measurement- analytics-metrics- branding-campaigns/

79. Relate your brand campaigns to goals (not engagement): Increase prospects or customers Share business’ value proposition Increase conversions Drive offline action Gain eyeballs/market share Beat out your competition Increase brand association with product/service

80. Laura Lippay already gave you a process and tools to use for competitive insight and analysis: seomoz.org/webinars/mining- social-data-for-fun-and-profit seomoz.org/webinars/mining- social-data-for-fun-and-profit

81. Profiles Mentions Shares Links Product feeds Citations Syndication Profiles Mentions Shares Links Product feeds Citations Syndication Domains Technical Content Usability Link profile Local Authorship Domains Technical Content Usability Link profile Local Authorship Tackle factors within your control TODAY: On-Site Opportunitie s Off-Site Opportunitie s

82. Jump to it!

83. Q+A Time! @seomoz & @jennita www.seomoz.org help@seomoz.org http://seomoz.org/webinars