SEO Strategies for PR and Social Media


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As a follow up to last year’s popular “SEO Strategies for PR and Social Media” sessions, Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis provides the latest updates in search marketing tactics to support content strategies. From new search engine algorithms and spam policy guidelines, to how to better optimize brand content in all forms, this session will provide tangible examples and takeaways that will benefit every PR and social media pro.

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  • A quality headline, alternate headline and content summaryDate of publication A clickable byline so results can be filtered and arranged by authorA logo for the publication in which the content appears (this visual helps tie the content to the source)High-quality images in every piece of content. Page numbers
  • SEO Strategies for PR and Social Media

    1. 1. Hello, FOR INTERNAL USE ONLY. Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation, are the sole property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2012 Cramer-Krasselt Social Media Week 1 Twitter: @cramerkrasselt #smw#seoforPR
    2. 2. Agenda What is SEO Algorithm Changes Questions
    3. 3. What is SEO?
    4. 4. “SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.” - Search Engine Land 4
    5. 5. Related Search Popular search queries and suggestionsImage Search Images of products and brand ?
    6. 6. How does SEO work?
    7. 7. Ultimately, Good SEO is about providing a good user experience and compelling content. 7
    8. 8. 2. • Website settings • Domain & URL usage • Redirects • Load Time • Responsive Design • Keyword consistency across copy and HTML • High code to copy ratios • HTML Tag usage • Copy visibility • Originality • Link text on site and offsite • Number of links, Shares, +1s • Links from different IPs • Domain extension (.org, .edu, .gov) 1. 3. Technical Architecture Keyword & Content Linking What do Search Engines value?
    9. 9. 9
    10. 10. Recent changes to improve User Experience 10 Page Load Time Device Viewing In Depth Articles Authentic Content Organic Links
    11. 11. Load Time 11
    12. 12. 12 Load Time has been a key factor in search engine rankings, but Google continues to elevate it.
    13. 13. 13 Bad Load Time = Anything greater than 3 seconds
    14. 14. 14 Source: Aberdeen Group
    15. 15. 15 Source:
    16. 16. Responsive Design 16
    17. 17. “Responsive web design (RWD) aims to provide an optimal website viewing experience…across a wide range of devices” - Wikipedia 17
    18. 18. 18
    19. 19. Search is the #1 activity on mobile devices -ComScore 2013 19
    20. 20. Google will soon be penalizing pages that aren’t mobile friendly 20
    21. 21. Credibility Through Authorship 21
    22. 22. Authorship: It is a way to tell Google, that you are the writer of a particular article and the sole owner of it. 22
    23. 23. 23
    24. 24. Authorship Benefits Collects SEO Value i.e. AuthorRank Improved Click Through Rates to content Improves trust and authority of a topic 24
    25. 25. What writers should do Make sure you have a Google Plus page Notate that you’re a contributor to a site Keep the name of your page the same as your article byline 25
    26. 26. Valuing In Depth Articles 26
    27. 27. 10% of searches are for broad topics and in-depth information 27
    28. 28. In-Depth Article Listings 28
    29. 29. In depth articles = 2k words or more 29
    30. 30. Links need a balanced approach 31
    31. 31. Linking and SEO 32 Search Spiders Follow Links Software Compiles Pages Pages Details Are Stored
    32. 32. Link Scanning affects SEO in two ways • Provides a Trust and Popularity Metric • Builds Relevance around certain phrases found in the anchor text
    33. 33. Brands need to use several different link styles • Branded: A brand name or website is the term • Partial Match: Links that includes several terms • Exact Match: Links that include only specific terms that you want to rank in search engines for
    34. 34. Branded anchor text includes are made up of the brand name or website URL. 35
    35. 35. Partial Match anchor text includes the terms, along with others. 36 Freshman or Senior saving
    36. 36. With Google’s recent updates, exact match anchor text is heavily scrutinized. 37
    37. 37. Many SEO’ers believe that no more than 10% of links should have exact match anchor text, more than that can affect search rankings. 38
    38. 38. 39
    39. 39. Closing
    40. 40. Check the load time of important webpages 41
    41. 41. Make sure your important pages are mobile-friendly 42
    42. 42. Consider Authorship for your content 43
    43. 43. Use a mix of anchor text in your offsite content 44
    44. 44. Questions?