How To Build A Strong Reputation For Your Brand: Interview With Zac Johnson At #Pubcon 2013

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Sponsored by Majestic SEO, “Bigger, Better, Faster.”

In an interview conducted at Pubcon 2013 in Las Vegas, Zac Johnson of discusses how to build a brand and effectively manage its reputation.

I began the interview by asking Zac to provide some tips on how to build a great brand online. Hear his advice in the video below:

Here are some key takeaways from the video:

  • Zac recommends to start building your brand by identifying the top people in your industry and reaching out to them to see if you can write for their website. With this strategy you have a built-in audience already interested in what you’re writing about, which means they may go ahead and visit your website.
  • The bottom line, according to Zac, is building a brand is all about becoming the authority in what you’re good at.
  • If someone is hating on you online Zac recommends to get all the good publicity about you to rank higher in the search engines. As the positive content about you ranks higher it will push down all the negative content.
  • provides you with tools to track mentions of your brand along with helpful tips on how to manage your reputation based on those mentions.

If you have any questions after watching the video, for either myself or Zac, ask them in the comments section and we will do our best to respond to everyone! Please visit SEJ’s YouTube page for more video interviews from Pubcon 2013.


Murray Newlands

Murray Newlands

Murray Newlands FRSA is an entrepreneur, investor, business advisor and speaker. Newlands is also an adviser to the Draper Nexus Network of Things Fund that... Read Full Bio
Murray Newlands
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  • Thanks for the interview Murray! I will gladly answer and respond to any questions or comments that anyone has on ORM or branding!

  • That is great advice except that sometimes the negative results can come from powerful domains that are so unique that Google keeps them high up in the SERPs to diversify the results. SO we have sites like Reputation Management pop up, but any SEO knows that those sites will just rip you off at a very high price. The reason for this is fairly obvious – Google knows about them. So of course Google isn’t going to let their bs vanity urls that are tailored to a customers brand rank very well. So then the question is, what is the best way to shield negative results?

    Apply the keywords that are triggering negative results in the following:

    1. Create as many free profiles as possible through popular social sites.
    2. Syndicate press releases through various authoritative sites (PRWeb, prLeap, PRNewswire..)
    3. Create a blog if you don’t already have one
    4. Pray that the Google updates help your cause

    • James H.

      Hi Max,

      I understand your concern about ORM companies, but ORM is so much more of a complicated science than I think you even realize. There’s so much more to a good online reputation strategy than just generating good buzz for your brand through social profiles and hoping Google will pick up on them.

      A good ORM company like knows exactly what to do without hoping for Google to pick up the good results. Relying on good press releases is typically low value for the SERPs, even through “authoritative” sites. Plus, those services are rather costly, too, with no guarantee people will read them or be interested in what your brand is doing.

      At least with a competent ORM firm like, you can be certain your money will be going toward something that’ll actually improve your brand’s image. So, I guess it depends on where you want to place your money — an ORM firm or a press release service with no promising results. Either way, repairing your image will cost you money one way or another.

  • Building a strong reputation for a brand is fascinating. Its always good learning steps that should be taken to achieve this. Zac Johnson is right with regards to maintaining reputation despite haters. Its a helpful interview. Thanks for sharing it!

  • James H.

    Great advice, Zac! The more people know how to take control of their online image the better! 2014 will most likely be the year ORM accelerates throughout the internet industry.