<ul><li>  Webinar:  </li></ul><ul><li>The Most Cost Effective Legal Marketing Strategy For 2009 </li></ul><ul><li>Presente...
Who We Are: <ul><li>PRESS feed  is a social media tool that uses RSS feeds to syndicate content that was developed for mar...
RSS Feeds <ul><li>Get only the content you want </li></ul><ul><li>Deliver specific content to niche audiences </li></ul><u...
RSS –  The life blood of social media
Social Media Feeds <ul><li>Flickr </li></ul><ul><li>Facebook updates </li></ul><ul><li>Facebook Applications </li></ul><ul...
 
 
Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and director...
Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and director...
Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and director...
Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and director...
Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and director...
Before & After RSS
Use it to Listen
Use it To Deliver Content <ul><li>News </li></ul><ul><li>Updates </li></ul><ul><li>Articles </li></ul><ul><li>Images </li>...
How Customers Will Find You
Organic Rankings <ul><li>“ If you think you're covered because you have a paid ad (PPC listing) in a search engine for a s...
Google Search Results Page
 
Google Rankings <ul><li>Even the Google engineers acknowledge that tweaking your tags and on-page elements are not as impo...
Content, Content, Content <ul><li>Web sites, blogs, content in RSS feeds, and online press releases are all  content </li>...
Getting Started <ul><ul><li>Conduct  key word  research </li></ul></ul><ul><ul><li>Write a  strategy </li></ul></ul><ul><u...
Key Part Of Search <ul><li>An important part of a search engines algorithm is link popularity, i.e. the number and relevan...
<ul><li>You need to create content with  key words .  </li></ul><ul><li>This is called “ optimizing ” </li></ul><ul><li>E....
What’s A Link? <ul><li>Short for  hyperlink </li></ul><ul><li>These take a visitor to a site or a page upon clicking </li>...
Anchor Text <ul><li>The text  or copy in a web page that works as a link </li></ul><ul><li>The underlined part of a link t...
Back Links <ul><li>The number of links from another site  pointing to your website </li></ul><ul><li>Also referred to as i...
Not All Links Are Equal <ul><li>It is a  quality back link  if the link from the source site (i.e. where the links is comi...
Link Farming = Spam <ul><li>Exchanging reciprocal links with other sites to influence search rankings  </li></ul><ul><li>G...
Successful SEO <ul><li>The site itself must be optimized with key words – usually need new content or rewrite existing con...
Think Like A Publisher <ul><li>Allow access to your content any time of the day using RSS feeds.   </li></ul>
Secret To Search Success: Link building using editorial content in a RSS feed
RSS Is A Great SEO Tool <ul><li>Increases the rate of change </li></ul><ul><li>Adds more optimized content to your site </...
 
Educational Content <ul><li>Make it  interesting </li></ul><ul><li>Offer  valuable content </li></ul><ul><li>Think like a ...
Make Links Informative <ul><li>Don’t use “click here”. Rather than  click here for more information , use descriptive key ...
How To Link <ul><li>Add a  link to the website page  you want to send the traffic to at the  end of the first paragraph  a...
News Aggregators <ul><li>The blog and feed search sites - called news aggregators -  gather syndicated content  and have g...
Create Content
Syndicate Your Content
PRESSfeed System <ul><li>Tool To Create RSS Feeds for Web Content Syndication (linking strategy) </li></ul><ul><li>Easily ...
PRESSfeed System <ul><li>Simple  to use  </li></ul><ul><li>Easy installation  – minimal IT involvement </li></ul><ul><li>O...
Action Items <ul><li>Set up your RSS feed </li></ul><ul><li>Write a content strategy based on researched key words </li></...
Additional Reading <ul><li>EBooks: </li></ul><ul><li>Web Sense   by Sally Falkow .  Effective Internet marketing strategie...
Resources <ul><li>Expansion Plus Inc </li></ul><ul><li>http://www.expansionplus.com </li></ul><ul><li>RSS Service: </li></...
Contact Details <ul><li>Sally Falkow </li></ul><ul><li>626 793 4911 </li></ul><ul><li>[email_address] </li></ul><ul><li>Ma...
Copyright Notice <ul><li>All materials contained in these materials are protected by United States copyright law and may n...
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RSS and SEO for Legal Marketing

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RSS, content syndication and SEO for legal marketing

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  • RSS and SEO for Legal Marketing

    1. 1. <ul><li> Webinar: </li></ul><ul><li>The Most Cost Effective Legal Marketing Strategy For 2009 </li></ul><ul><li>Presenter: Sally Falkow </li></ul>
    2. 2. Who We Are: <ul><li>PRESS feed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes. </li></ul><ul><li>Expansion Plus is a full service social media & digital PR agency located in Pasadena, California. </li></ul>
    3. 3. RSS Feeds <ul><li>Get only the content you want </li></ul><ul><li>Deliver specific content to niche audiences </li></ul><ul><li>TiVO for the Web </li></ul><ul><li>  </li></ul>
    4. 4. RSS – The life blood of social media
    5. 5. Social Media Feeds <ul><li>Flickr </li></ul><ul><li>Facebook updates </li></ul><ul><li>Facebook Applications </li></ul><ul><li>Friendfeed </li></ul><ul><li>Twitter </li></ul><ul><li>MySpace </li></ul><ul><li>Blogs </li></ul>
    6. 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
    7. 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
    8. 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
    9. 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
    10. 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
    11. 13. Before & After RSS
    12. 14. Use it to Listen
    13. 15. Use it To Deliver Content <ul><li>News </li></ul><ul><li>Updates </li></ul><ul><li>Articles </li></ul><ul><li>Images </li></ul><ul><li>Podcasts </li></ul><ul><li>Video </li></ul>
    14. 16. How Customers Will Find You
    15. 17. Organic Rankings <ul><li>“ 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. </li></ul><ul><li>“ Organic results (free listings) are far more important and can get more viewership and clicks.” </li></ul><ul><li>- Marketing Sherpa </li></ul>
    16. 18. Google Search Results Page
    17. 20. Google Rankings <ul><li>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). </li></ul>
    18. 21. Content, Content, Content <ul><li>Web sites, blogs, content in RSS feeds, and online press releases are all content </li></ul><ul><li>No gatekeepers </li></ul>
    19. 22. Getting Started <ul><ul><li>Conduct key word research </li></ul></ul><ul><ul><li>Write a strategy </li></ul></ul><ul><ul><li>Optimize your web pages following the key words and the strategy. </li></ul></ul><ul><ul><li>Undertake link building by publishing content in a RSS feed </li></ul></ul>
    20. 23. Key Part Of Search <ul><li>An important part of a search engines algorithm is link popularity, i.e. the number and relevance of back links </li></ul>
    21. 24. <ul><li>You need to create content with key words . </li></ul><ul><li>This is called “ optimizing ” </li></ul><ul><li>E.g. Optimized web pages, optimized press releases, articles, etc </li></ul>Key Words Are King
    22. 25. What’s A Link? <ul><li>Short for hyperlink </li></ul><ul><li>These take a visitor to a site or a page upon clicking </li></ul><ul><li>Identified by a different color and/or underlined </li></ul>For further information visit us at: www.press-feed.com
    23. 26. Anchor Text <ul><li>The text or copy in a web page that works as a link </li></ul><ul><li>The underlined part of a link that the user sees </li></ul>When selecting an estate attorney you should take into account their experience.
    24. 27. Back Links <ul><li>The number of links from another site pointing to your website </li></ul><ul><li>Also referred to as inbound links </li></ul>
    25. 28. Not All Links Are Equal <ul><li>It is a quality back link if the link from the source site (i.e. where the links is coming from) </li></ul><ul><ul><li>has a similar relevance (theme) to yours </li></ul></ul><ul><ul><li>It links to your website with the keyword that you are optimizing around </li></ul></ul>
    26. 29. Link Farming = Spam <ul><li>Exchanging reciprocal links with other sites to influence search rankings </li></ul><ul><li>Google considers link farming as a form of spam and may penalize or banish sites that participate in link farming </li></ul>
    27. 30. Successful SEO <ul><li>The site itself must be optimized with key words – usually need new content or rewrite existing content. </li></ul><ul><li>Design, programming, tags, etc per the strategy and key words </li></ul><ul><li>Link building with new editorial content (press releases, articles) which Google places heavy emphasis on. </li></ul>
    28. 31. Think Like A Publisher <ul><li>Allow access to your content any time of the day using RSS feeds.  </li></ul>
    29. 32. Secret To Search Success: Link building using editorial content in a RSS feed
    30. 33. RSS Is A Great SEO Tool <ul><li>Increases the rate of change </li></ul><ul><li>Adds more optimized content to your site </li></ul><ul><li>Reaches new and niche markets </li></ul><ul><li>Drives more qualified traffic to your site </li></ul><ul><li>Provides more inbound links </li></ul>
    31. 35. Educational Content <ul><li>Make it interesting </li></ul><ul><li>Offer valuable content </li></ul><ul><li>Think like a journalist </li></ul><ul><li>Keep your article to under 400 words </li></ul>
    32. 36. Make Links Informative <ul><li>Don’t use “click here”. Rather than click here for more information , use descriptive key words: </li></ul><ul><ul><li>E.g. Estate attorney Los Angeles </li></ul></ul><ul><ul><li>E.g. Tax attorney Pasadena </li></ul></ul>
    33. 37. How To Link <ul><li>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 </li></ul>Links In Content Select Web Pages
    34. 38. News Aggregators <ul><li>The blog and feed search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content </li></ul>
    35. 39. Create Content
    36. 40. Syndicate Your Content
    37. 41. PRESSfeed System <ul><li>Tool To Create RSS Feeds for Web Content Syndication (linking strategy) </li></ul><ul><li>Easily adds optimized content to your site </li></ul><ul><li>Syndicates the content </li></ul><ul><li>Automatically ‘pings’ major news aggregators </li></ul><ul><li>Has easy subscribe features </li></ul><ul><li>Social bookmarking links built in </li></ul>
    38. 42. PRESSfeed System <ul><li>Simple to use </li></ul><ul><li>Easy installation – minimal IT involvement </li></ul><ul><li>Once set up, IT dept not involved at all </li></ul><ul><li>Marketing/PR personnel can upload new content to the feed in minutes </li></ul><ul><li>Built in keyword tags </li></ul>
    39. 43. Action Items <ul><li>Set up your RSS feed </li></ul><ul><li>Write a content strategy based on researched key words </li></ul><ul><li>Publish and syndicate new content </li></ul><ul><li>Use the content in the RSS feeds to link back to strategically determined web pages </li></ul><ul><li>Monitor the stats </li></ul>
    40. 44. Additional Reading <ul><li>EBooks: </li></ul><ul><li>Web Sense by Sally Falkow . Effective Internet marketing strategies for entrepreneurs. </li></ul><ul><li>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 . </li></ul><ul><li>www.falkowinc.com/inc/ebooks.html </li></ul>
    41. 45. Resources <ul><li>Expansion Plus Inc </li></ul><ul><li>http://www.expansionplus.com </li></ul><ul><li>RSS Service: </li></ul><ul><li>P R E SS feed </li></ul><ul><li>http://www.press-feed.com / </li></ul><ul><li>Our blog: pr o active </li></ul><ul><li>http://falkow.blogsite.com </li></ul>
    42. 46. Contact Details <ul><li>Sally Falkow </li></ul><ul><li>626 793 4911 </li></ul><ul><li>[email_address] </li></ul><ul><li>Mary Anderson </li></ul><ul><li>626 793 4911 </li></ul><ul><li>[email_address] </li></ul>
    43. 47. Copyright Notice <ul><li>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. </li></ul>
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