Social Media Week Chicago - SEO Strategies for PR and Social Media

A conversation about about:SEO Strategies for PR andSocial Media

AgendaWhat is SEOCase StudyProactive SEODefensive SEOQuestions

What is SEO? 3

“SEO stands for “search engine optimization.” It is theprocess of getting trafﬁc from the “free,” “organic,”“editorial” or “natural” listings on search engines.”- Search Engine Land 4

? Related Search Popular search queries andImage Search suggestions Images of products and brand

How does SEO work?

What do Search Engines value? 1. 2. 3. Technical Keyword & Linking Architecture Content •  Website settings •  Keyword consistency •  Link text on site and across copy and HTML offsite •  Domain & URL usage •  Amount of web pages •  Number of links, Shares, •  Page & link redirects +1s •  High code to copy •  Web page Templates ratios •  Links from different IPs •  Navigation and •  HTML Tag usage •  Domain extension sitemaps (.org, .edu, .gov) •  Copy visibility •  Content popularity

Case Study: Financial ServicesClient 8

C-K’s SEO team was engaged to help improve theorganic trafﬁc levels of a major ﬁnancial servicesbrand. The ultimate goal was to grow brandawareness by being present on relevant, frequentlysearched topics. 9

C-K performed an SEO program that lookedat architecture, content and offsitepromotionSEO Review Oﬀsite Op;mize Create new of website content content content architecture promo;on 10

1) Performed an SEO Audit 11

2) Optimized SEO elements of individualwebpages Domains & URLs <title> Tag <Description> Tag Breadcrumb <h1>,< h2 >tags <Alt> Tags On Page Link Text Copy Footer link Text 12

3) Developed an SEO Informed contentstrategy 13

3) Created Search-friendly articles & videoswith PR and Copywriting Team 14

4) Leveraged Paid and Owned Media forcontent promotion 15

As a result, organic trafﬁc to the site saw a 142%INCREASE from the previous year. Additionally,conversions increased 219%. 16

Proactive SEO 17

Typical ApproachImprove crawlabilityOptimize technical environments and settingsOptimize offsite assetsLink Building & content promotionRefresh contentCreate new, search-friendly content 18

Content Creation 19

“86% of searches are non-brand” – Group M“53% of time on the internet is spentconsuming content”– Nielsen 20

Content Creation Process Research Strategy Content Development Crea;on Measure Content Results Op;miza;on Content Content Promo;on Distribu;on 21

Research Tools: Google Keyword Tool 22

Research Tools: Google Insights 23

Content Publishing Example 24

Content Production Vendors 25

Content Distribution Tactics 26

Best Practices: YouTube •  Base your title on highly searched phrases, keep it to 65 Title characters. •  Create a long description of up to 250 to 1000 words. •  Always include a link to your website with a call to action. Video Description•  Upload video with at least 6 Tags tags.•  Embed your video on relevant websites pages and articles. 27

Best Practices: YouTube

Best Practices: Social Media

More Content Distribution Best Practices•  Include high-volume search terms in social media status updates, title and throughout copy•  Consider SEO when you pitch: When targeting reporters or bloggers, the more highly trafﬁcked their site, the better it is for your site•  Think opportunistically: Push content that’s trending high with Search and news trends, especially brand topics 30

Content Promotion Vendors (Paid): Outbrain& Sharethrough 31

Defensive SEO 32

Taco Bell Searches 34

Taco Bell used comprehensive “search-Friendly” social response 35

Closing 39

It’s best to take an integrated approach to SEO 40

Google yourself or your brand. Often! 41

When it comes to content: Post. Analyze. Optimize…Repeat 42

Speaker: Nick Papagiannis@cramerkrasselt@nikopapagiannis 43

http://expricomm.blogspot.com	21
https://twitter.com	9
http://pinterest.com	5
https://si0.twimg.com	2
https://abs.twimg.com	1

Social Media Week Chicago - SEO Strategies for PR and Social Media

by Cramer-Krasselt on Sep 27, 2012

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Social Media Week Chicago - SEO Strategies for PR and Social Media Presentation Transcript