A Webvolution in on the Horizon - What's Next - PRSA Colorado Member Retreat 11-14-08 No Animation

Michael Pranikoff Director, Emerging Media [email_address] http://delicious.com/michaelpranikoff Twitter / @mpranikoff A Is On the Horizon

Web3.0

Weighing Emerging Media

Emerging Media tools and technologies have real value ($)

Blogs

13 million active blogs – Technorati (BusinessWeek, 2/20/08)

900,000 Blog Posts on average in a 24hour period (Technorati State of the Blogosphere 2008)

Social networking

2005: News Corp acquires MySpace - $580 million

2007: Microsoft investment values Facebook - $15 billion

Video

July 2008: 11 billion videos viewed online – (comScore Video Metrix)

Aug. 2008: 6.5 million videos viewed on mobile devices ( comScore Video Metrix)

Search

Oct. 2008: 10.5 billion searches

at top 5 search engines (comScore)

Online advertising

2007: $775 million in online video ads

2011: $4.3 billion projected (eMarketer June 2007)

Mobile communications

2007: $83 million in mobile search advertising spending

2012: $3.7 billion projected

(eMarketer February 2008)

What is Search Engine Optimization? “ Search engine optimization is the process of increasing the amount of visitors to a website by achieving a high ranking in the search results of a search engine (i.e. Yahoo, Google, etc.). The higher a website ranks in a search, the better the chance that a website will be visited. Most Internet users will not click through multiple pages of search results, so a high ranking in a search is necessary to direct more traffic to your website.” Milena Sotirova, Editor of DevStart http://www.devstart.com/

Do you know what search terms your advertising or marketing department is buying?

How Do You Optimize a News Release?

Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms.

Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.

Over 50% of searches performed use 2 or 3 words

Tools You Can Use for SEO

www.google.com/trends

www.google.com/insights/search

www.freekeywords.wordtracker.com

Or WordTracker Mashed with Google Trends

www.freekeywords.wordtracker.com/gtrends

Front End Optimization

Use well researched keywords or phrases that you know are being used in searches.

Use your keywords/ phrases in your Headline and Sub-headline (if you use one)

Keyword Density

Use links in your release....but not just to your homepage.

Multimedia Content – like photos and video add HUGE value to your release!

Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam.