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Cision Webinar Slides - Content Marketing and the Evolution of SEO

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  • Laurie
  • Keep in mind that press releases are a great way to reach your consumers directly – unfiltered by the media. Use descriptive words that your consumers use to describe your product or industry. If you’re trying to promote your winery in Napa and you use the keyword “vineyard” to describe your company, but your consumers are searching by “winery” you are missing out. The best way to find out how your consumers are finding you? Ask them. You want to choose keywords that are popular with your customers, but have the least competition – meaning: the words your peers haven’t already gained momentum with.
  • This is when you target too many keywords. If you saturate your press release with too many keywords, it will be hard for the search engines to figure out what your release is really about. Try to focus on 3-4 keywords per 400 words. This will make it easier for your consumers to find your news and for the search engines to classify it in results.
  • Search Engines weigh the beginning of your release more heavily than the rest of it. Use this to your advantage. Once you have chosen the keywords that you want to incorporate into your release and decided which phrase you are going to use in your headline, optimize the rest of your keywords in the secondary header and first paragraph. Then, provide as much context around the release as you can.
  • Laurie to create
  • What is anchor text? Anchor text is the word or phrase used in a hypertext link. It is important because it allows you to highlight your SEO keywords while linking to a relevant page on your website. Words or phrases on a webpage are mostly equal in the eyes of a search engine. Making a specific word or phrase a hypertext link highlights that word; making an ordinary word a quickly viewed keyword. When using a traditional wire distribution service, some of the sites that your press release is sent to do not have the technology to incorporate hypertext that you are sending over in your release. You may choose to include the actual URL that you are driving traffic to in parenthesis next to your hypertext link. It isn’t the most visually appealing thing to do, but it will make it easiersfor the readers of your release if the hypertext link does not work on the site that they are viewing it on.
  • Laurie to present
  • Brandon to create
  • acquiring clicks through the content marketing amplification can affect your natural search engine ranking (SEO) because popularity of the article/content factors into Google’s ranking algorithmEasily create custom landing pages for all your contentSocial sharing tools to easily share contentComprehensive analytics - track pageviews, unique visitors, downloads and referral traffic for your contentSimultaneously publish the content to your websiteAcquire clicks through the content marketing amplification can affect your natural search engine ranking (SEO) because popularity of the article/content factors into Google’s ranking algorithm


  • 1. Chad Pollitt (@ChadPollitt) Director of Marketing, DigitalRelevance Laurie Mahoney (@channermahoney) Director, Product Marketing Content Marketing and the Evolution of SEO
  • 2. 22 How to Participate Today  During today’s web seminar, attendees will be in listen- only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session Follow us #cision
  • 3. 33 Your presenters Chad Pollitt is a decorated veteran of Operation Iraqi Freedom and former Army Commander; member of a Forbes Top 100 List and the Director of Marketing at digitalrelevanceTM. He co-authored "The Enterprise Blog Post Optimization Guide" in 2013. His other writings and articles have been published in dozens of newspapers, magazines and websites throughout the world. Laurie Mahoney is the Director of Product Marketing at Cision. She helped launch several of Cision’s Connect products including web & wire distribution, social newsroom, Seek or Shout, and the all-new Content Marketing Suite. She is also a regular contributor to Cision Blog and frequently hosts webinars that focus on Content Marketing, Social Media and SEO.
  • 4. 44 Agenda  SEO yesterday, today and tomorrow • What’s happening now and how you can prepare for the next round of changes  Google’s Penguin and Panda updates • How Google’s changed the game for Content Marketing and SEO  Google Authorship and AuthorRank • What you need to know about searching  New Rules for Press Releases • How to maximize your press release using keywords • How content marketing is changing the game  Tools to monitor and report online performance
  • 5. Section DividerSEO
  • 6. 66 SEO…Yesterday
  • 7. 77 SEO…Today
  • 9. 99 SEO…Tomorrow
  • 10. Section Divider The Google Zoo – Penguin & Panda
  • 11. 1111 Panda  Google Panda Update  Change to Google’s ranking algorithm focuses on user experience
  • 12. 1212 Penguin  Google Penguin Update  Change to Google’s ranking algorithm focused on links
  • 13. Section DividerAuthorRank & Authorship
  • 14. 1414 “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” -Othar Hansson (Software Engineer, Google)
  • 15. 1515  AuthorRank is a desired ranking factor  Google is taking content quality and writer authority into account  Content without established authorship may be at a disadvantage This means
  • 16. 1616 Authorship  Google Authorship ties authors to their content  Established Google Authorship is a requisite to building AuthorRank
  • 17. 1717 Benefits • Increased visibility in SERPs • Higher CTR? • Socializes content • AuthorRank (someday)
  • 18. 1818 Author Stats
  • 19. Section Divider Press releases & other branded content
  • 20. 2121 Choose your keywords wisely
  • 21. 2222 Avoid keyword stuffing
  • 22. 2323 Optimize from the top down
  • 23. 2424 Headlines matter  Use main keyword in your headline  Put as close to the beginning of headline as possible  Clear vs. clever  Avoid adjectives • “Industry-leading,” “revolutionary,” “best-in-class,” etc. are seen as marketing, not as news  Keep it concise • Keep headlines less than 22 words - half of that would be better
  • 24. 2525 Anchor text your links  Anchor text: word or phrase used in hypertext link  Highlight your SEO keywords while linking to relevant pages  Include “no follow” language on URLs
  • 25. 2626 Amplify your message Content Marketing - creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience (content marketing institute) Helps you share content outside your social circles
  • 26. 2727 Don’t just link to your homepage!
  • 27. 2828 Use multimedia
  • 28. 2929 Share on social media sites
  • 29. 3030 What gets shared on Social Media?  Multimedia!!! • Gets shared over 3.5 times more than text releases  Give pieces of your release to share • Infographics • Photos • Quick videos  Pick news related to trending topics
  • 30. Section DividerMonitoring & Reporting Tools
  • 31. 3232 Google Analytics
  • 32. 3333 Open Site Explorer 33
  • 33. 3434 Cision’s Content Marketing Suite  Have an affect on your natural search engine ranking (SEO)  Create custom landing pages for all your content  Easily share content  Track page views, unique visitors, downloads and referral traffic  Simultaneously publish the content to your website  Acquire clicks through amplification - affects your natural SEO
  • 34. Questions? Chad Pollitt @ChadPollitt Laurie Mahoney @ChannerMahoney