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PR News SEO Webinar with Jen Grant


Boost Your PR Messaging in Search Results With SEO Tactics. Being able to optimize your PR messages—in all their forms—will not only raise the profile of your clients or your organization, it will …

Boost Your PR Messaging in Search Results With SEO Tactics. Being able to optimize your PR messages—in all their forms—will not only raise the profile of your clients or your organization, it will make you a star on your own PR team. This PR News SEO Webinar will show you how to find and use keywords in news releases that have an impact on search results; optimize video, photos, images and social media content for search; write SEO-driven copy that turns readers' heads without turning them off; and measure the results of your optimization efforts to take back to senior management.

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  • 1. DAY-TO-DAY SEO TACTICSTO AMPLIFY ALL YOURMESSAGESPR News WebinarMay 16, 2012@cr8tivejen 1
  • 2. WEB COPY OPTIMIZATION @cr8tivejen 2
  • 3. WEB COPY OPTIMIZATION @cr8tivejen 3
  • 4. WEB COPY OPTIMIZATION @cr8tivejen 4
  • 5. PERSUASIVE, YET STRATEGIC WEB COPYTwo key factors in writing optimized web copy: • Think like the consumer • Be relevantBe diligent in learning nuances within your topic. • Host an interview with client and/or customersPlan ahead. • Create and use keyword clouds – topical, seasonal etc.Include relevant links. • Local content? Link to relevant local businesses or activities.Write first. Optimize last. • Truly authentic content cannot be written when staring at a list of keywords. • Once you have your content written, go back and sprinkle in keywords. @cr8tivejen 5
  • 6. SOCIAL SEARCH OPTIMIZATION(adjust headline position to your selected image) @cr8tivejen 6
  • 7. SOCIAL SEARCH OPTIMIZATIONOne of the easiest ways to break down the tactics in optimizing for socialsearch is to put them into two categories: ON-SITE OFF-SITE • Social sharing buttons • Create standard “naming convention” • Social commenting • Include brand/product name in vanity URL‟s and page/profile names • Social media landing page/directory • Be mindful of crawlable sections of Facebook pages • „Connect with Us‟ icons and links in headers/footers • Optimize titles and descriptions for photos and videos @cr8tivejen 7
  • 10. METRICS AND MEASUREMENT – SO WHAT?Metrics should be identified and evaluated during allphases of every campaign and must map back tobusiness goals.Think beyond the standard page views and visitors.• Utilize Goals within your analytics platform • Align online expectations with your overall marketing and PR plans• Be sure to consider the following KPI‟s • „Quality over quantity‟ when measuring # of connections • Social shares • Reach and impressions @cr8tivejen 10
  • 12. MOBILE APPS @cr8tivejen 12 12
  • 13. OPTIMIZING YOUR MOBILE APPYour app is just like any other web page.Think like a consumer! • Include product/brand in name of app • Use keywords in description • Create app landing page on your website and cross-link to page on app store • Factors that effect rankings: • Download volume • Rating quality • Promoted within app directories @cr8tivejen 13
  • 14. KEY TAKE-AWAYSAlways ask yourself.. “SO WHAT?”Be real. Be relevant.Know your business. Think like your consumer.Every piece of content should be optimized at some level.Keep learning. Keep reading. @cr8tivejen 14
  • 15. QUESTIONS? © 2012 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 16. CONTACT US JEN GRANT 503.443.7172 @cr8tivejen 16