Press And Public Relation Campaigns Lee Odden (Tin180 Com)

SEO + PR Tactics & Measurement Lee Odden - CEO TopRank Online Marketing toprank.org Pubcon 2007

Walk the Talk

Why optimize news?
3 SEO tactics for PR
3 ways to measure
Agenda

64% of journalists report that they use either Google or Yahoo! online news services to follow the news.*
“ 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.”
* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07
Why Optimize News?

“ Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *
“ More than 85% report visiting a corporate website or online newsroom at least once a month.” *
* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey
Why Optimize News?

Easy for journalists researching stories to find you
Expands branding footprint on the web
Proactive search results reputation management
Fuel sales pipeline
Why Optimize News?

Standard search
News search
Blog search
Image, video, audio search
Local search
Search within social networking sites
Personalzed and universal search
Information Consumption

New PR Model Push Pull
Newswire
RSS
Pitching/Blogger Relations
Social Media Engagement
Standard Search
News Search
Blog Search
Media Search
Pull = SEO

If it can be searched on, it can be
Optimized
Why Optimize News?

Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
Why Optimize News?

Press releases / news releases
Online op-eds / letters to the editor
Online newsrooms and media kits
Other corporate site content referencing PR
Blogs
Reports / white papers
Webinars / demos
Email newsletters
Social networks and profiles
Interviews (coach interviewee on keywords)
Podcasts / Internet radio shows
PR Content to Optimize

On Site
Press Releases
Online Media Room
Blog
PR Content to Optimize
Off Site
Social media profiles (Twitter, Stumbleupon, Delicious)
Social networking profiles (LinkedIn, Facebook)
Blog

Inventory Assets – Match with Channels
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

Press Release SEO
Blog Online Newsroom
Social Media Relations
3 SEO Tactics for PR

Start with Outcomes in Mind
Keyword Research
Release Optimization
Landing Pages
Post to Newsroom
RSS
Wire Service Distribution
Measure Success
Press Release SEO Tips

Start with Outcomes
Match Purpose with Metrics
Page views/impressions
Media pickups
Blog pickups
Links
Rankings
Traffic
Conversions

Landing Page

Distribute release via SEO savvy wire service
PRNewswire.com
BusinessWire.com
PRWeb.com
Marketwire.com
Primenewswire.com
Wire Services

Press Release

Blog software
Press releases
Media coverage
Events
Keyword optimized
Anchor text links
Keyword categories
RSS Feed

Usability Tips for Newsroom

Easy to find contact info
Segment news types, topics
Segment media/content types: video, podcast, images, webinar, white paper
Exec bios and images
RSS subscription (and RSS to Email)
Site search
Social news/bookmark options for resources
Usability Tips for Newsroom

Press Release
Blogs
Twitter
StumbleUpon
Del.ici.ous
LinkedIn
Facebook
Use technology to help build relationships

Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure

Pickups and Links
3 Ways to Measure
Identify most
Influential bloggers
based on:
Posts
Comments
Links

Pickups and Links
3 Ways to Measure
Measurement Tools:
Radian6
Collective Intellect
BuzzLogic
Blogpulse
Keotag
RSS Search Results
- news
blogs
forums

Pickups and Links
3 Ways to Measure
Short term/permanent
Blogs
Syndication
Repurpose pickups “Publicize your publicity to go viral" Aaron Wall

Pickups and Links
3 Ways to Measure

Wire service metrics
Web analytics
Google and Yahoo alerts
Monitor blog search engines (via RSS)
Embed tracking codes in the links from the release to the landing page to track conversions
Social media analytics, blogger conversations
Measure Success

Identify PR content to optimize
Match purpose to measureable outcomes
Tactics: Release, Newsroom, Social Media Relations
Measurement: Social Media, Links, Conversions
Takeaways

Thank You!
Lee Odden
[email_address]
toprankblog.com

Press And Public Relation Campaigns Lee Odden (Tin180 Com)

by Tin180 VietNam on Mar 14, 2010

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Press And Public Relation Campaigns Lee Odden (Tin180 Com) Presentation Transcript