CHAPTER $15$ ASSIGNMENT

Overview

You have been hired by a movie studlo to use SEO to help improve perceptions of one of their new movies that doesn't look so great in search results because of some reviews. The studio hopes that improved search results through an online reputation management $($ORM$)$ campaign will positively impact DVD and Blu$-$ray sales by the time the movie leaves theaters.

For your movie, go to

rottentomatoes.com and select one of the new movies. Search Google for the movie title to ensure that it has at least $1$ listing that would be considered negative $($possibly a review article$).$

Consult information in the chapter to better understand ORM, then create a spreadsheet and initial strategy for the ORM campaign, including:

Column $1$: Number $1-20$

Column $2$: URLs corresponding to the top $20$ organic results for a search for the movie title.

Color$-$code each listing in the search results by its sentiment$/$desirability $($green $=$ positive$/$desirable for the company, yellow $=$ neutral, red $=$ negative$/$undesirable$).$

Bold any URLs that are owned$/$controlled by the movie studio $($ex$.$ studio website, movie website, official social media pages, etc.$).$

Column $3$: URLs corresponding to the top $10$ organic results you would target based on current rankings and efficiency $($remember that the goal is to elevate positive or neutral results to displace negative results from the first page; efficiency$=$as few ranking position increases as possible$).$ Color$-$code and bold this list like you did for Column $2.$

Column $4$: Comment on any immediate changes the movie studio could make on the URLs it controls, to either make them better optimized, or to build links to other URLs you want to increase in ranking.