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

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Content creation has always been at the heart of a communicator’s role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: …

Content creation has always been at the heart of a communicator’s role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: search engine optimization (SEO). From optimizing press releases to creating high-demand content to making your webpages more Google-friendly, there are a number of SEO tactics and tools that will benefit every PR and social media pro. Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis offers a crash course in search strategies every communicator should know.

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  • I would love to use this presentation as a reference in my school paper, please send me a copy at G7422@student.jamk.fi. Thanks! Maria
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  • 1. A conversation about about:SEO Strategies for PR andSocial Media
  • 2. AgendaWhat is SEOCase StudyProactive SEODefensive SEOQuestions
  • 3. What is SEO? 3  
  • 4. “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  
  • 5. ? Related Search Popular search queries andImage Search suggestions  Images of products and brand  
  • 6. How does SEO work?
  • 7. 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
  • 8. Case Study: Financial ServicesClient 8  
  • 9. 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  
  • 10. 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  
  • 11. 1) Performed an SEO Audit 11  
  • 12. 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  
  • 13. 3) Developed an SEO Informed contentstrategy 13  
  • 14. 3) Created Search-friendly articles & videoswith PR and Copywriting Team 14  
  • 15. 4) Leveraged Paid and Owned Media forcontent promotion 15  
  • 16. As a result, organic traffic to the site saw a 142%INCREASE from the previous year. Additionally,conversions increased 219%. 16  
  • 17. Proactive SEO 17  
  • 18. Typical ApproachImprove crawlabilityOptimize technical environments and settingsOptimize offsite assetsLink Building & content promotionRefresh contentCreate new, search-friendly content 18  
  • 19. Content Creation 19  
  • 20. “86% of searches are non-brand” – Group M“53% of time on the internet is spentconsuming content”– Nielsen 20  
  • 21. Content Creation Process Research   Strategy   Content   Development   Crea;on   Measure   Content   Results   Op;miza;on   Content   Content   Promo;on   Distribu;on   21  
  • 22. Research Tools: Google Keyword Tool 22  
  • 23. Research Tools: Google Insights 23  
  • 24. Content Publishing Example 24  
  • 25. Content Production Vendors 25  
  • 26. Content Distribution Tactics 26  
  • 27. 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  
  • 28. Best Practices: YouTube
  • 29. Best Practices: Social Media
  • 30. 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  
  • 31. Content Promotion Vendors (Paid): Outbrain& Sharethrough 31  
  • 32. Defensive SEO 32  
  • 33. 33  
  • 34. Taco Bell Searches 34  
  • 35. Taco Bell used comprehensive “search-Friendly” social response 35  
  • 36. 36  
  • 37. 37  
  • 38. 38  
  • 39. Closing 39  
  • 40. It’s best to take an integrated approach to SEO 40  
  • 41. Google yourself or your brand. Often! 41  
  • 42. When it comes to content: Post. Analyze. Optimize…Repeat 42  
  • 43. Speaker: Nick Papagiannis@cramerkrasselt@nikopapagiannis 43  

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