A guide to SEO for PR
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A guide to SEO for PR Document Transcript

  • 1. A Guide to SEO for PR How your PR Agency can Prove Interaction, Engagement and the Impact on your Client’s Web Presence & Search Rankings using SEO SoftwaregShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 2. A Guide to SEO for PRHow your PR Agency can Prove Interaction, Engagement and the Impact on your Client’sWeb Presence & Search Rankings using SEO SoftwareThe purpose of this guide is to demonstrate the power that PR Agencies hold when it comes to positivelyimpacting a client’s web presence for organic search results.You will learn how your public relations efforts are the key to your client’s search engine optimization (SEO)strategies, and how a strong PR campaign can positively impact your client’s entire web presence for organicsearch both immediately and over time.Through a real-world example you will see how a company goes from not being found for a keyword phraseto dominating in the search engines and converting traffic – all from a carefully optimized and executed pressrelease.Find out how more and more PR Agencies are proving their value to end clients by using gShift’s SEO software,Web Presence OptimizerTM.OverviewThis SEO for PR Guide includes the following sections: 1. The Importance of SEO in the Digital Marketing Mix 2. The Significance of Public Relations in the SEO Ecosystem 3. What Google Wants: The 3Fs 4. Google’s Freshness Update 5. Closing the Keyword Gap: Optimizing for Keyword Phrases 6. How To Track, Manage & Measure the Impact of a Press Release on Your Web Presence 7. Prove Interaction and Engagement to Your Clients - gShift’s Impact ReportTMgShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 3. 1. The Importance of SEO in the Digital Marketing MixSearch engine optimization (SEO) has been around since the beginning of digital marketing (circa 1997). Ithas also evolved significantly over the past 15 years and continues to evolve every day. Today, an organization’sdigital footprint is a living, breathing entity. The strength of its pulse indicates its relevance to search enginesand searchers and ultimately the likelihood of your organization being found online by prospects.And SEO is a significant part of a digital marketer’s toolbox because it is the #1 lead conversion tacticoutranking both email marketing and paid search. (Source: Forbes Advertising Effectiveness Study)SEO today has evolved into WPO or Web Presence Optimization. The practice of SEO is now about optimizingyour entire web presence for organic search every single day – a challenge that many of us find daunting. Itdoesn’t have to be.Your Web Presence in 1997Your Web Presence TodayBut while there are fundamentals to SEO that can’t be ignored, the secret to winning at SEO over the long termis exceptional content. Publishing and distributing this content into the various streams that make up your webpresence or digital footprint is key. PR Agencies hold that key.gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 4. 2. The Significance of Public Relations in the SEO EcosystemWhat is the role and significance of public relations and press releases in the digital marketing mix andspecifically SEO?Content. Plain and simple. A PR Agency (however big or small) holds the key to the most important, oftentimesoverlooked and most difficult stage of the SEO process – content creation and publishing.Let’s back up for a moment. At gShift, all of our clients go through three stages of SEO:{A PR Agency} Stage #1: Understanding that SEO is important in the digital marketing mix and committing to it. is the secret Stage #2: Taking inventory of their digital footprint, understanding what weapon to exists and fixing what’s there. This includes website structure, existing content, backlinks, blogs, social accounts, etc. dominating Stage #3: Ongoing commitment to creating great content. Once the Keyword Gap (see next section) has been closed, a content strategy organic search can be executed in the form of blogs, press releases, social media, etc. rankings. Enter the PR Agency.A PR Agency is the secret weapon to dominating organic search rankings. Using the example of a press releaseissued over a newswire, a PR Agency has instantly addressed three of the most important aspects that Googlelooks for to rank content: • Fresh, relevant content • Backlinks 3 of the most important aspects that Google looks for • Social signals to rank content.gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 5. 3. What Google Wants: The 3FsThe one thing that matters the most to Google’s organic search algorithm is “relevance”. Google is obsessedwith ensuring that it is ranking web content in the most relevant order to the person who is doing the search.When it comes to content, Google wants what gShift calls the “3Fs”: • Fresh • Frequent • FinessedOne major objective of SEO is proving to Google that you are serious about the keyword phrases you areattempting to rank for. Don’t simply publish a singular piece of content - you must drip it out on a regularcontent schedule. The finesse is the art and science of writing engaging content that has been optimizedaround a keyword phrase...............................................................................................4. Google’s Freshness Update In early November 2011, Google made a significant change to its algorithm that greatly favors PR. Called the “Freshness Update”,In early November Google says that it “impacts roughly 6-10% percent of searches and better determines when to give you more up-to-date relevant results for 2011, Google these varying degrees of freshness.” made a This update is a significant opportunity for PR to influence an organization’s web presence, organic search results and overall significant competitiveness online. change to its For example, a press release optimized for keyword phrases that you algorithm want to be found for gets a big checkmark from Google for fresh, that greatly relevant content. favors PR. Read more about some of Google’s recent changes on the official Google Search blog: http://insidesearch.blogspot.com/2011/11/ten-recent-algorithm- changes.htmlgShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 6. 5. Closing the Keyword Gap: Optimizing for Keyword PhrasesTo win at SEO a solid content strategy is paramount. It is important to understand, however, that at the core of agreat content strategy are keyword phrases and it’s those same keyword phrases that will rank in Google.At gShift we describe the Keyword Gap to our clients. Oftentimes a client will list words that they believe theyshould be ranking for. But what’s more important are the keywords that prospects are actually using to try to findthem. The difference between these two lists is what we call the Keyword Gap.As a PR professional you have control over helping your client close their Keyword Gap and tell their storyusing high-worth keyword phrases. This keyword research can be achieved using gShift Labs’ Web PresenceOptimizerTM.Once you have closed your client’s Keyword Gap, you can then story tell using these keyword phrases. Here aresome additional tips for content optimization: 1. Focus on unbranded (as opposed to branded) keyword phrases. 2. Pick one or two keyword phrases per press release and/or blog. 3. The frequency of the keyword phrase has to be normal. In other words, keyword stuffing won’t get you anywhere. 4. The positioning of the keyword phrase in the press release is important. Try to make the selected keyword phrase the first phrase in the title of the press release as well as the first phrase in the first sentence. 5. Create backlinks. Support your press release by linking to a page on the website that further supports and uses the keyword phrase. 6. Plan your social content to include the same keyword phrase - Socialize it!Image #1 - Press Release Image #2 - Supporting Page on WebsitegShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 7. 6. How To Track, Manage & Measure the Impact of a PressRelease on Your Web PresenceOnce you have closed your client’s keyword gap and developed a strong content strategy, get ready to prove to yourclient that you can positively impact their web presence.In our real-world example explained step-by-step below, gShift Labs did not rank in the top 50 Google search engineresults for the keyword phrase “YouTube rankings” prior to a PR event. Post PR event, the ranking settles at position #4in Google.Like every PR event, there has to be a purpose and a goal. In this example, it was to publicly announce that YouTuberankings are now available in Web Presence OptimizerTM, and drive targeted traffic and conversions on an ongoing basis.Step #1: Use Web Presence OptimizerTM to uncover important keyword phrases for which your client does not currentlyrank. gShift was not ranking for the keyword phrase “YouTube rankings”, and there was a competitive opportunity to do so.Step #2: Set up a campaign in Web Presence OptimizerTM including the keyword phrases for which you want to optimizethe press release. Use the Content Optimizer to help optimize the content of the press release for those keywordphrases before publishing.Step #3: Compose and publish a supporting web page on the client’s corporate website that the press release can linkto. In this case it is: http://www.gshiftlabs.com/product/features/youtube-rankings.Step #4: Publish the keyword optimized press release on the client’s corporate website. The gShift press release waspublished on October 19, 2011 at 8:30 AM ET here:http://www.gshiftlabs.com/seo-technology-software-provider-gshift-labs-first-to-deliver-youtube-rankingsStep#5: Publish the press release via PRWeb. In the gShift example, note the positioning of the keyword phrase“YouTube rankings”. Note also the link from the press release to the supporting web page on the corporate websitedescribed in Step #3.The gShift press release was published via PRWeb on October 19, 2011 at 8:30 AM ET. [See Image #3 below]Image #3 - Publish Press Release via PRWebgShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 8. Step#6: Socialize the Content via Twitter, Facebook and LinkedIn { Socialize }gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 9. Step #7: Watch the results! Track and measure the impact of the press release on your client’s web presence in gShift’sWeb Presence OptimizerTM software.By 9:00 AM ET on October 19, 2011(30 minutes later) – In Google.ca the press release on the corporate website isranked #8. In Google.com it is ranked #9.{ #8 in Google.ca by 9am } { #9 in Google.com by 9am }..............................................................................................October 20, 2011 (one day later) Google.ca - Two top-ten listings: Press release is ranked #10 for “YouTube Rankings”;Supporting web page is ranked #6.{ Google.ca one day later } Supporting Page #6 Press Release #10gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 10. Beyond October 21st – SEO Ranking Report within gShift’s Web Presence OptimizerTM...............................................................................................7. Prove Interaction and Engagement to Your Clients - gShift’sImpact ReportTMPR Agencies have the power to positively influence organic search rankings, interaction, engagement and evenconversion rates.gShift’s SEO software helps prove the impact of PR through its Impact ReportTM. By focusing the report on the PR event,it demonstrates the impact the press release has had on: • Traffic to the website • SEO rankings • Backlinks • Social activity • Page performanceThe Impact ReoprtTM is white-labeled for you and your client.gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com
  • 11. Impact ReportTM: Proving Interaction & Engagement to Your Clients About gShift Labs gShift Labs provides SEO software for non-SEO professionals by giving SMBs and agencies control over their organic search campaigns. Companies across North America are achieving top organic rankings in search engines using gShift’s Web Presence Optimizer™ (WPO), which simplifies, demystifies and standardizes the way a website gets found on the internet. Organizations of all sizes benefit by reducing the time and resources required to analyze and improve organic search optimization. For more information, please contact us at 1-866-743-5960 or sales@gShiftLabs.com.gShiftLabs.com | @gShiftLabs | facebook.com/gShiftLabs | sales@gShiftLabs.com