SEO + PR  Tactics  &  Measurement Lee Odden - CEO TopRank Online Marketing toprank.org Pubcon 2007
Walk the Talk
 
<ul><li>Why optimize news? </li></ul><ul><li>3 SEO tactics for PR </li></ul><ul><li>3 ways to measure </li></ul>Agenda
<ul><li>64% of journalists report that they use either Google or Yahoo! online news services to follow the news.* </li></u...
<ul><li>“ Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *  ...
<ul><li>Easy for journalists researching stories to find you </li></ul><ul><li>Expands branding footprint on the web </li>...
<ul><li>Standard search </li></ul><ul><li>News search </li></ul><ul><li>Blog search </li></ul><ul><li>Image, video, audio ...
New PR Model Push Pull <ul><li>Newswire </li></ul><ul><li>RSS </li></ul><ul><li>Pitching/Blogger Relations </li></ul><ul><...
<ul><li>If it can be searched on, it can be </li></ul><ul><li>Optimized </li></ul>Why Optimize News?
<ul><li>Make it  easy  for consumers and journalists alike to  find  your  message  on the  channels  and in the  format  ...
<ul><li>Press releases / news releases </li></ul><ul><li>Online op-eds / letters to the editor </li></ul><ul><li>Online ne...
<ul><li>On Site </li></ul><ul><li>Press Releases </li></ul><ul><li>Online Media Room </li></ul><ul><li>Blog </li></ul>PR C...
<ul><li>Inventory Assets – Match with Channels </li></ul>Text Images Audio Video RSS Mobile Local News Widgets Products St...
<ul><li>Press Release SEO </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO ...
<ul><li>Start with Outcomes in Mind </li></ul><ul><li>Keyword Research </li></ul><ul><li>Release Optimization </li></ul><u...
Start with Outcomes <ul><li>Match Purpose with Metrics </li></ul><ul><li>Page views/impressions </li></ul><ul><li>Media pi...
Landing Page
<ul><li>Distribute release via SEO savvy wire service </li></ul><ul><li>PRNewswire.com </li></ul><ul><li>BusinessWire.com ...
<ul><li>Press Release </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO Tact...
Blog Online Newsroom <ul><li>Blog software </li></ul><ul><li>Press releases </li></ul><ul><li>Media coverage </li></ul><ul...
Usability Tips for Newsroom
<ul><li>Easy to find contact info </li></ul><ul><li>Segment news types, topics </li></ul><ul><li>Segment media/content typ...
<ul><li>Press Release </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO Tact...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 W...
<ul><li>Wire service metrics </li></ul><ul><li>Web analytics </li></ul><ul><li>Google and Yahoo alerts </li></ul><ul><li>M...
<ul><li>Identify PR content to optimize </li></ul><ul><li>Match purpose to measureable outcomes </li></ul><ul><li>Tactics:...
Thank You! <ul><li>Lee Odden </li></ul><ul><li>[email_address] </li></ul><ul><li>toprankblog.com </li></ul>
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Press And Public Relation Campaigns Lee Odden (Tin180 Com)

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  • The link building, or web site promotion as we like to call it, of today involves a more holistic approach. An inventory of the digital assets and promotable content should be conducted and then matched with the corresponding channels of promotion. The result is an incremental increase in channels that drive traffic and brand exposure that can also attract an increase in links to a web site’s content. Channels of promotion can increase visitors on their own, but they can also increase links and subsequently standard search engine rankings.
  • Press And Public Relation Campaigns Lee Odden (Tin180 Com)

    1. 1. SEO + PR Tactics & Measurement Lee Odden - CEO TopRank Online Marketing toprank.org Pubcon 2007
    2. 2. Walk the Talk
    3. 4. <ul><li>Why optimize news? </li></ul><ul><li>3 SEO tactics for PR </li></ul><ul><li>3 ways to measure </li></ul>Agenda
    4. 5. <ul><li>64% of journalists report that they use either Google or Yahoo! online news services to follow the news.* </li></ul><ul><li>“ Single greatest change in journalism practices due to new Internet technology is that they can now re search corporate and other news online 24 hours a day.” </li></ul><ul><li>* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07 </li></ul>Why Optimize News?
    5. 6. <ul><li>“ Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” * </li></ul><ul><li>“ More than 85% report visiting a corporate website or online newsroom at least once a month.” * </li></ul><ul><li>* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey </li></ul>Why Optimize News?
    6. 7. <ul><li>Easy for journalists researching stories to find you </li></ul><ul><li>Expands branding footprint on the web </li></ul><ul><li>Proactive search results reputation management </li></ul><ul><li>Fuel sales pipeline </li></ul>Why Optimize News?
    7. 8. <ul><li>Standard search </li></ul><ul><li>News search </li></ul><ul><li>Blog search </li></ul><ul><li>Image, video, audio search </li></ul><ul><li>Local search </li></ul><ul><li>Search within social networking sites </li></ul><ul><li>Personalzed and universal search </li></ul>Information Consumption
    8. 9. New PR Model Push Pull <ul><li>Newswire </li></ul><ul><li>RSS </li></ul><ul><li>Pitching/Blogger Relations </li></ul><ul><li>Social Media Engagement </li></ul><ul><li>Standard Search </li></ul><ul><li>News Search </li></ul><ul><li>Blog Search </li></ul><ul><li>Media Search </li></ul>Pull = SEO
    9. 10. <ul><li>If it can be searched on, it can be </li></ul><ul><li>Optimized </li></ul>Why Optimize News?
    10. 11. <ul><li>Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer </li></ul>Why Optimize News?
    11. 12. <ul><li>Press releases / news releases </li></ul><ul><li>Online op-eds / letters to the editor </li></ul><ul><li>Online newsrooms and media kits </li></ul><ul><li>Other corporate site content referencing PR </li></ul><ul><li>Blogs </li></ul><ul><li>Reports / white papers </li></ul><ul><li>Webinars / demos </li></ul><ul><li>Email newsletters </li></ul><ul><li>Social networks and profiles </li></ul><ul><li>Interviews (coach interviewee on keywords) </li></ul><ul><li>Podcasts / Internet radio shows </li></ul>PR Content to Optimize
    12. 13. <ul><li>On Site </li></ul><ul><li>Press Releases </li></ul><ul><li>Online Media Room </li></ul><ul><li>Blog </li></ul>PR Content to Optimize <ul><li>Off Site </li></ul><ul><li>Social media profiles (Twitter, Stumbleupon, Delicious) </li></ul><ul><li>Social networking profiles (LinkedIn, Facebook) </li></ul><ul><li>Blog </li></ul>
    13. 14. <ul><li>Inventory Assets – Match with Channels </li></ul>Text Images Audio Video RSS Mobile Local News Widgets Products Standard Search Engines Flickr Odeo YouTube Technorati Mobile Search Engines Superpages Newswire, News Search Blogs Digital Assets Channels of Promotion PR Content to Optimize
    14. 15. <ul><li>Press Release SEO </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO Tactics for PR
    15. 16. <ul><li>Start with Outcomes in Mind </li></ul><ul><li>Keyword Research </li></ul><ul><li>Release Optimization </li></ul><ul><li>Landing Pages </li></ul><ul><li>Post to Newsroom </li></ul><ul><li>RSS </li></ul><ul><li>Wire Service Distribution </li></ul><ul><li>Measure Success </li></ul>Press Release SEO Tips
    16. 17. Start with Outcomes <ul><li>Match Purpose with Metrics </li></ul><ul><li>Page views/impressions </li></ul><ul><li>Media pickups </li></ul><ul><li>Blog pickups </li></ul><ul><li>Links </li></ul><ul><li>Rankings </li></ul><ul><li>Traffic </li></ul><ul><li>Conversions </li></ul>
    17. 18. Landing Page
    18. 19. <ul><li>Distribute release via SEO savvy wire service </li></ul><ul><li>PRNewswire.com </li></ul><ul><li>BusinessWire.com </li></ul><ul><li>PRWeb.com </li></ul><ul><li>Marketwire.com </li></ul><ul><li>Primenewswire.com </li></ul>Wire Services
    19. 20. <ul><li>Press Release </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO Tactics for PR
    20. 21. Blog Online Newsroom <ul><li>Blog software </li></ul><ul><li>Press releases </li></ul><ul><li>Media coverage </li></ul><ul><li>Events </li></ul><ul><li>Keyword optimized </li></ul><ul><li>Anchor text links </li></ul><ul><li>Keyword categories </li></ul><ul><li>RSS Feed </li></ul>
    21. 22. Usability Tips for Newsroom
    22. 23. <ul><li>Easy to find contact info </li></ul><ul><li>Segment news types, topics </li></ul><ul><li>Segment media/content types: video, podcast, images, webinar, white paper </li></ul><ul><li>Exec bios and images </li></ul><ul><li>RSS subscription (and RSS to Email) </li></ul><ul><li>Site search </li></ul><ul><li>Social news/bookmark options for resources </li></ul>Usability Tips for Newsroom
    23. 24. <ul><li>Press Release </li></ul><ul><li>Blog Online Newsroom </li></ul><ul><li>Social Media Relations </li></ul>3 SEO Tactics for PR <ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Del.ici.ous </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul>Use technology to help build relationships
    24. 25. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure
    25. 26. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure
    26. 27. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure <ul><li>Identify most </li></ul><ul><li>Influential bloggers </li></ul><ul><li>based on: </li></ul><ul><li>Posts </li></ul><ul><li>Comments </li></ul><ul><li>Links </li></ul>
    27. 28. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure <ul><li>Measurement Tools: </li></ul><ul><li>Radian6 </li></ul><ul><li>Collective Intellect </li></ul><ul><li>BuzzLogic </li></ul><ul><li>Blogpulse </li></ul><ul><li>Keotag </li></ul><ul><li>RSS Search Results </li></ul><ul><li>- news </li></ul><ul><li>blogs </li></ul><ul><li>forums </li></ul>
    28. 29. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure <ul><li>Short term/permanent </li></ul><ul><li>Blogs </li></ul><ul><li>Syndication </li></ul><ul><li>Repurpose pickups “Publicize your publicity to go viral&quot; Aaron Wall </li></ul>
    29. 30. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure
    30. 31. <ul><li>Social Media Analytics </li></ul><ul><li>Pickups and Links </li></ul><ul><li>Traffic and Conversions </li></ul>3 Ways to Measure
    31. 32. <ul><li>Wire service metrics </li></ul><ul><li>Web analytics </li></ul><ul><li>Google and Yahoo alerts </li></ul><ul><li>Monitor blog search engines (via RSS) </li></ul><ul><li>Embed tracking codes in the links from the release to the landing page to track conversions </li></ul><ul><li>Social media analytics, blogger conversations </li></ul>Measure Success
    32. 33. <ul><li>Identify PR content to optimize </li></ul><ul><li>Match purpose to measureable outcomes </li></ul><ul><li>Tactics: Release, Newsroom, Social Media Relations </li></ul><ul><li>Measurement: Social Media, Links, Conversions </li></ul>Takeaways
    33. 34. Thank You! <ul><li>Lee Odden </li></ul><ul><li>[email_address] </li></ul><ul><li>toprankblog.com </li></ul>
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