RSS and SEO for Legal Marketing
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RSS and SEO for Legal Marketing

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RSS, content syndication and SEO for legal marketing

RSS, content syndication and SEO for legal marketing

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RSS and SEO for Legal Marketing Presentation Transcript

  • 1.
    • Webinar:
    • The Most Cost Effective Legal Marketing Strategy For 2009
    • Presenter: Sally Falkow
  • 2. Who We Are:
    • PRESS feed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes.
    • Expansion Plus is a full service social media & digital PR agency located in Pasadena, California.
  • 3. RSS Feeds
    • Get only the content you want
    • Deliver specific content to niche audiences
    • TiVO for the Web
    •  
  • 4. RSS – The life blood of social media
  • 5. Social Media Feeds
    • Flickr
    • Facebook updates
    • Facebook Applications
    • Friendfeed
    • Twitter
    • MySpace
    • Blogs
  • 6.  
  • 7.  
  • 8. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • 9. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • 10. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • 11. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • 12. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • 13. Before & After RSS
  • 14. Use it to Listen
  • 15. Use it To Deliver Content
    • News
    • Updates
    • Articles
    • Images
    • Podcasts
    • Video
  • 16. How Customers Will Find You
  • 17. Organic Rankings
    • “ If you think you're covered because you have a paid ad (PPC listing) in a search engine for a search term that's important to your business, think again.
    • “ Organic results (free listings) are far more important and can get more viewership and clicks.”
    • - Marketing Sherpa
  • 18. Google Search Results Page
  • 19.  
  • 20. Google Rankings
    • Even the Google engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links).
  • 21. Content, Content, Content
    • Web sites, blogs, content in RSS feeds, and online press releases are all content
    • No gatekeepers
  • 22. Getting Started
      • Conduct key word research
      • Write a strategy
      • Optimize your web pages following the key words and the strategy.
      • Undertake link building by publishing content in a RSS feed
  • 23. Key Part Of Search
    • An important part of a search engines algorithm is link popularity, i.e. the number and relevance of back links
  • 24.
    • You need to create content with key words .
    • This is called “ optimizing ”
    • E.g. Optimized web pages, optimized press releases, articles, etc
    Key Words Are King
  • 25. What’s A Link?
    • Short for hyperlink
    • These take a visitor to a site or a page upon clicking
    • Identified by a different color and/or underlined
    For further information visit us at: www.press-feed.com
  • 26. Anchor Text
    • The text or copy in a web page that works as a link
    • The underlined part of a link that the user sees
    When selecting an estate attorney you should take into account their experience.
  • 27. Back Links
    • The number of links from another site pointing to your website
    • Also referred to as inbound links
  • 28. Not All Links Are Equal
    • It is a quality back link if the link from the source site (i.e. where the links is coming from)
      • has a similar relevance (theme) to yours
      • It links to your website with the keyword that you are optimizing around
  • 29. Link Farming = Spam
    • Exchanging reciprocal links with other sites to influence search rankings
    • Google considers link farming as a form of spam and may penalize or banish sites that participate in link farming
  • 30. Successful SEO
    • The site itself must be optimized with key words – usually need new content or rewrite existing content.
    • Design, programming, tags, etc per the strategy and key words
    • Link building with new editorial content (press releases, articles) which Google places heavy emphasis on.
  • 31. Think Like A Publisher
    • Allow access to your content any time of the day using RSS feeds. 
  • 32. Secret To Search Success: Link building using editorial content in a RSS feed
  • 33. RSS Is A Great SEO Tool
    • Increases the rate of change
    • Adds more optimized content to your site
    • Reaches new and niche markets
    • Drives more qualified traffic to your site
    • Provides more inbound links
  • 34.  
  • 35. Educational Content
    • Make it interesting
    • Offer valuable content
    • Think like a journalist
    • Keep your article to under 400 words
  • 36. Make Links Informative
    • Don’t use “click here”. Rather than click here for more information , use descriptive key words:
      • E.g. Estate attorney Los Angeles
      • E.g. Tax attorney Pasadena
  • 37. How To Link
    • Add a link to the website page you want to send the traffic to at the end of the first paragraph and again at the end
    Links In Content Select Web Pages
  • 38. News Aggregators
    • The blog and feed search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content
  • 39. Create Content
  • 40. Syndicate Your Content
  • 41. PRESSfeed System
    • Tool To Create RSS Feeds for Web Content Syndication (linking strategy)
    • Easily adds optimized content to your site
    • Syndicates the content
    • Automatically ‘pings’ major news aggregators
    • Has easy subscribe features
    • Social bookmarking links built in
  • 42. PRESSfeed System
    • Simple to use
    • Easy installation – minimal IT involvement
    • Once set up, IT dept not involved at all
    • Marketing/PR personnel can upload new content to the feed in minutes
    • Built in keyword tags
  • 43. Action Items
    • Set up your RSS feed
    • Write a content strategy based on researched key words
    • Publish and syndicate new content
    • Use the content in the RSS feeds to link back to strategically determined web pages
    • Monitor the stats
  • 44. Additional Reading
    • EBooks:
    • Web Sense by Sally Falkow . Effective Internet marketing strategies for entrepreneurs.
    • The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more .
    • www.falkowinc.com/inc/ebooks.html
  • 45. Resources
    • Expansion Plus Inc
    • http://www.expansionplus.com
    • RSS Service:
    • P R E SS feed
    • http://www.press-feed.com /
    • Our blog: pr o active
    • http://falkow.blogsite.com
  • 46. Contact Details
    • Sally Falkow
    • 626 793 4911
    • [email_address]
    • Mary Anderson
    • 626 793 4911
    • [email_address]
  • 47. Copyright Notice
    • All materials contained in these materials are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Expansion Plus Inc.