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OCPRA Summer Conference                                   OCPRA                                   SUMMER    Social Media C...
Thank You!   OCPRA Summer Conference                     @giovanni2
About @giovanni                           OCPRA Summer Conference     On one hand Giovanni is a recovering Microsoft .NET ...
Getting Started                              OCPRA Summer Conference      What Is SEO?      •SEO stands for “search engine...
Getting Started      OCPRA Summer Conference      What Is SEO?                             @giovanni5
Before We Get Too Far            OCPRA Summer Conference     Before & After     •Differentiate     •Target     •Be Relevant...
Before We Get Too Far                     OCPRA Summer Conference     During     •Give it legs - Give ‘em something to tal...
Defining Goals                           OCPRA Summer Conference     Start with the End in Mind     •Define target audience...
Finding Your Keywords          OCPRA Summer Conference     Some Very Basic Basics         click thrus | humans     keyword...
Finding Your Keywords       OCPRA Summer Conference     How Search Works      Keywords: Simplified                         ...
Finding Your Keywords            OCPRA Summer Conference     Some Very Basic Basics              Make sure the search engi...
Finding Your Keywords         OCPRA Summer Conference     Some Very Basic Basics              Find The Right Keywords     ...
Finding Your Keywords       OCPRA Summer Conference     Keyword Research           Google Keyword Search Tool             ...
Finding Your Keywords                  OCPRA Summer Conference     Keyword Research                   Google Keyword Searc...
Using Your Keywords         OCPRA Summer Conference     The Secret Formula     Title Tag     Title of Article     H1 Tags ...
Optimizing Your Press Release    OCPRA Summer Conference     Natural Writing     Write for people, not machines     Focus ...
Optimizing Your Press Release    OCPRA Summer Conference     Natural Writing     Have a specific audience in mind     • Who...
Content Marketing             OCPRA Summer Conference              How Should You Proceed?                                ...
The Two Approaches                            OCPRA Summer Conference              Shot Gun                           Surg...
The Two Approaches             OCPRA Summer Conference             Shot Gun            Surgical                 Tools     ...
Stepping Away From “Search”   OCPRA Summer Conference             Search Is More Social Now                               ...
Stepping Away From “Search”    OCPRA Summer Conference               Are These Search Engines?                Facebook 901...
Stepping Away From “Search”   OCPRA Summer Conference              Google Love from Google+                               ...
Stepping Away From “Search”   OCPRA Summer Conference              Google Love from Google+                               ...
Stepping Away From “Search”     OCPRA Summer Conference               Bing Integrates Facebook                            ...
Stepping Away From “Search”     OCPRA Summer Conference               Bing Integrates Facebook                            ...
Stepping Away From “Search”     OCPRA Summer Conference                   YouTube As Search                               ...
Stepping Away From “Search”     OCPRA Summer Conference                   YouTube As Search                               ...
Stepping Away From “Search”     OCPRA Summer Conference                   YouTube As Search                               ...
Stepping Away From “Search”     OCPRA Summer Conference                   YouTube As Search                               ...
Stepping Away From “Search”     OCPRA Summer Conference                   YouTube As Search                               ...
Stepping Aways From “Search”    OCPRA Summer Conference                 Caring For Your Brand                             ...
Branding Consistency   OCPRA Summer Conference                               @giovanni33
Now Let’s Get Going                     OCPRA Summer Conference     Tips for Increasing Search Visibility     •Brand Consi...
Optimizing Content for Search & Social   OCPRA Summer Conference     Tips for Increasing Search Visibility     •Use Magnet...
Words of Warning   OCPRA Summer Conference                           @giovanni36
Watch Out For Old “Best Practices”       OCPRA Summer Conference     Penguin & Panda     •Code names for Google changes to...
Watch Out For “Best Practices”              OCPRA Summer Conference     Panda     This update is designed to reduce rankin...
Watch Out For “Best Practices”              OCPRA Summer Conference     Panda     At the same time, it will provide better...
Watch Out For “Best Practices”                OCPRA Summer Conference     Penguin     •Algorithm change     •Targeted at s...
Watch Out For “Best Practices”            OCPRA Summer Conference     Who Got Hit?                  Google has also mentio...
What Does This Mean?                        OCPRA Summer Conference     What Does This Mean?     •Much of what we’ve been ...
Analytics                  OCPRA Summer Conference            Measuring Your Results                                   @gi...
Measuring Results   OCPRA Summer Conference     Facebook                            @giovanni44
Measuring Results   OCPRA Summer Conference     YouTube                            @giovanni45
Measuring Results   OCPRA Summer Conference     Google                            @giovanni46
Upcoming Talks                            OCPRA Summer Conference     07.10 Facebook Tips, Tricks, & Hacks for Tech Start-...
Questions?        OCPRA Summer Conference     Thank You     Questions?                          @giovanni48
Thank You                                        OCPRA Summer Conference     Download this presentation!     http://LiveLo...
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Social Media & Search Engine Optimization for PR Pros

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2012 OCPRA Summer Conference‎ > ‎Conference Agenda‎ > ‎
Giovanni Gallucci, Partner and Producer
Search Engine Optimization
Live.Loud.Texas
Gallucci is a web developer turned online brand strategist and internet journeyman. He develops strategy for online marketing and audience development for forward-thinking clients in missions, music, media, faith, film, tv, tech, and other causes interested in breaking new ground online. He is also a professional photographer and cinematographer, using media to enhance his marketing, SEO, and social media work.
Giovanni is currently working as a producer at GeekBeat.TV and as a faculty member at Five2Media. He also teaches how social media and SEO align with offline marketing and public relations strategies at bootcamps and private workshops across the great state of Texas and around the world.
Catch his photography, or video work on Troubadour, TX, a docu-reality TV series syndicated nationwide to over 40 million households in 140 markets each week.
His speaking style is vibrant, frank, humorous, energetic, and personal.

Published in: Business, Technology, Design
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Transcript of "Social Media & Search Engine Optimization for PR Pros"

  1. 1. OCPRA Summer Conference OCPRA SUMMER Social Media CONFERENCE Social Media & Search Engine Optimization for PR Pros July 9, 2012 @giovanni1
  2. 2. Thank You! OCPRA Summer Conference @giovanni2
  3. 3. About @giovanni OCPRA Summer Conference On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes. On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV. And, if you’re not careful you might catch him or his work on Troubadour, TX, a weekly syndicated TV series airing in about 38 million households in 140 U.S. markets. @giovanni3
  4. 4. Getting Started OCPRA Summer Conference What Is SEO? •SEO stands for “search engine optimization” •Getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines •All major search engines such as Google, Yahoo and Bing have such results •Includes web pages, videos, photos, & local listings •Results shown and ranked based on what the search engine considers most relevant to users •SEO is NOT advertising •Payment isn’t involved, as it is with paid search ads @giovanni4
  5. 5. Getting Started OCPRA Summer Conference What Is SEO? @giovanni5
  6. 6. Before We Get Too Far OCPRA Summer Conference Before & After •Differentiate •Target •Be Relevant •Have a Budget •Define Your ROI & Your ROE •MAKE A PLAN - GOALS ARE GOOD @giovanni6
  7. 7. Before We Get Too Far OCPRA Summer Conference During •Give it legs - Give ‘em something to talk about •Lead them to a destination or a point of conversion •What’s a Point of Conversion? •Provide a way to engage •Stay engaged •Provide the means and the incentive to share @giovanni7
  8. 8. Defining Goals OCPRA Summer Conference Start with the End in Mind •Define target audience •Determine goals and objectives •Develop and implement tactics to achieve goals •Monitoring, measuring, & reporting •Wash, rinse, & repeat @giovanni8
  9. 9. Finding Your Keywords OCPRA Summer Conference Some Very Basic Basics click thrus | humans keywords & phrases | humans backlinks | search engines anchor text | search engines @giovanni9
  10. 10. Finding Your Keywords OCPRA Summer Conference How Search Works Keywords: Simplified @giovanni10
  11. 11. Finding Your Keywords OCPRA Summer Conference Some Very Basic Basics Make sure the search engines can crawl your content. @giovanni11
  12. 12. Finding Your Keywords OCPRA Summer Conference Some Very Basic Basics Find The Right Keywords @giovanni12
  13. 13. Finding Your Keywords OCPRA Summer Conference Keyword Research Google Keyword Search Tool @giovanni13
  14. 14. Finding Your Keywords OCPRA Summer Conference Keyword Research Google Keyword Search Tool @giovanni14
  15. 15. Using Your Keywords OCPRA Summer Conference The Secret Formula Title Tag Title of Article H1 Tags 300 - 500 Words Per Page 3% - 5% Keyword Density Keyword-Rich links to your page/article @giovanni15
  16. 16. Optimizing Your Press Release OCPRA Summer Conference Natural Writing Write for people, not machines Focus your message Use the language of your audience Use - but don’t overuse - anchor text links Add a photo & add your key phrase at the beginning of the photo caption @giovanni16
  17. 17. Optimizing Your Press Release OCPRA Summer Conference Natural Writing Have a specific audience in mind • Who is the audience? • What is the press release about? • Where will it have the most effect? • When is the best time to distribute it? • Why should my audience care? Share your content socially Write naturally @giovanni17
  18. 18. Content Marketing OCPRA Summer Conference How Should You Proceed? @giovanni18
  19. 19. The Two Approaches OCPRA Summer Conference Shot Gun Surgical The nation must be prepared Not by strength, but by guile. to see heavy casualty lists. •Quality is irrelevant •Quality is all that matters •Quantity is everything •Quantity is less important •Employs high numbers of •Employs use of highly- interns and enter-level trained creatives to writers to game the produce excellent content system @giovanni19
  20. 20. The Two Approaches OCPRA Summer Conference Shot Gun Surgical Tools Tools •Blog Spamming •Blogging •Blog Networks •Guest Posts •Link Wheels •Interactive Content •Paid Links •Infographics •Article Marketing •Link Baiting •Paid Votes/Views •Asset Building •Photography/Video @giovanni20
  21. 21. Stepping Away From “Search” OCPRA Summer Conference Search Is More Social Now @giovanni21
  22. 22. Stepping Away From “Search” OCPRA Summer Conference Are These Search Engines? Facebook 901 Million Google+ 240 Million Twitter 210 Million @giovanni22
  23. 23. Stepping Away From “Search” OCPRA Summer Conference Google Love from Google+ @giovanni23
  24. 24. Stepping Away From “Search” OCPRA Summer Conference Google Love from Google+ @giovanni24
  25. 25. Stepping Away From “Search” OCPRA Summer Conference Bing Integrates Facebook @giovanni25
  26. 26. Stepping Away From “Search” OCPRA Summer Conference Bing Integrates Facebook @giovanni26
  27. 27. Stepping Away From “Search” OCPRA Summer Conference YouTube As Search @giovanni27
  28. 28. Stepping Away From “Search” OCPRA Summer Conference YouTube As Search @giovanni28
  29. 29. Stepping Away From “Search” OCPRA Summer Conference YouTube As Search @giovanni29
  30. 30. Stepping Away From “Search” OCPRA Summer Conference YouTube As Search @giovanni30
  31. 31. Stepping Away From “Search” OCPRA Summer Conference YouTube As Search @giovanni31
  32. 32. Stepping Aways From “Search” OCPRA Summer Conference Caring For Your Brand @giovanni32
  33. 33. Branding Consistency OCPRA Summer Conference @giovanni33
  34. 34. Now Let’s Get Going OCPRA Summer Conference Tips for Increasing Search Visibility •Brand Consistency - Push/Promote Social Profiles •Back Linking •Social Posts are Time Sensitive •Make Content Public •Put Keywords In The Right Place •Optimize Your Multimedia •Run Your Social Media Profiles Well @giovanni34
  35. 35. Optimizing Content for Search & Social OCPRA Summer Conference Tips for Increasing Search Visibility •Use Magnetic Words In Your Titles •Keep Your Titles Brief •Add Attractive Keywords and META Data •Use Attention-Grabbing Images •Add Social Sharing Buttons Everywhere •QUALITY over quantity @giovanni35
  36. 36. Words of Warning OCPRA Summer Conference @giovanni36
  37. 37. Watch Out For Old “Best Practices” OCPRA Summer Conference Penguin & Panda •Code names for Google changes to its search algorithm @giovanni37
  38. 38. Watch Out For “Best Practices” OCPRA Summer Conference Panda This update is designed to reduce rankings for low-quality sites—sites which are •low-value add for users •copy content from other websites •sites that are just not very useful @giovanni38
  39. 39. Watch Out For “Best Practices” OCPRA Summer Conference Panda At the same time, it will provide better rankings for high- quality sites—sites with •original content •original information •research •in-depth reports •thoughtful analysis and so on. @giovanni39
  40. 40. Watch Out For “Best Practices” OCPRA Summer Conference Penguin •Algorithm change •Targeted at spam •Decrease rankings for sites that Google believes are violating their existing quality guidelines Black hat SEO tactics like keyword stuffing (long considered web spam) would get a site in trouble, but less obvious tactics (link incorporating irrelevant outgoing links into a page of content) would also cause Penguin to flag your site. @giovanni40
  41. 41. Watch Out For “Best Practices” OCPRA Summer Conference Who Got Hit? Google has also mentioned sites like Wikipedia and the New York Times! @giovanni41
  42. 42. What Does This Mean? OCPRA Summer Conference What Does This Mean? •Much of what we’ve been doing in the past is now suspect •Google is constantly looking to deliver quality results to users •When they can, Google makes changes to their algorithm in an effort to improve the over quality of search results for users •DO NOT look for “best practices” that recommend quantity over quality @giovanni42
  43. 43. Analytics OCPRA Summer Conference Measuring Your Results @giovanni43
  44. 44. Measuring Results OCPRA Summer Conference Facebook @giovanni44
  45. 45. Measuring Results OCPRA Summer Conference YouTube @giovanni45
  46. 46. Measuring Results OCPRA Summer Conference Google @giovanni46
  47. 47. Upcoming Talks OCPRA Summer Conference 07.10 Facebook Tips, Tricks, & Hacks for Tech Start-Ups Plano, TX [search: gravity center dallas] 07.14 To Tweet Or Not To Tweet Dallas, TX [search: art professionals texas] 07.18 Integrating Social Media with Email Marketing Dallas, TX [search: rowdfw] 07.25 Kickstart Your Event With Social Media Fort Worth, TX [search: fort worth initiative] more dates at http://LiveLoudTX.tumblr.com @giovanni47
  48. 48. Questions? OCPRA Summer Conference Thank You Questions? @giovanni48
  49. 49. Thank You OCPRA Summer Conference Download this presentation! http://LiveLoudTexas.com/preso Giovanni Gallucci giovanni@LiveLoudTexas.com 469.682.6978 http://LiveLoudTexas.com google+: http://LiveLoudTexas.com/plus facebook: http://www.facebook.com/LiveLoudTexas linkedin: http://linkedin.com/in/LiveLoudTX tumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanni youtube: http://youtube.com/LiveLoudTX @giovanni49
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