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What PR should know about SEO

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Basic overview of SEO, tailored to PR professionals.

Basic overview of SEO, tailored to PR professionals.

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  • SEO and PR are different fields Skillsets have been traditionally different
  • Great example of this is the study SNCR did a couple of years back What were the types of reasons that these two professionals were issuing news releases But the truth is that PR and SEO are comingled SEO people care about PR – but why should PR people care about SEO?
  • Because at the end of the day, PR is about connection.And when it comes to connection, nothing beats search online. Search seeps into everything – You might think, well news is my domain
  • But it’s not completely your domain….search is seeping into the newsphere. And search is not only dominating news consumers; but news producers
  • Journalists are using search to keep up on news.
  • And journalists are using search as a research tool. So we see that as PR professionals, search is becoming an increasingly important part of our everyday livesIt is impacting the way we need to connect with key audiences and key stakeholdersSo we are presented with the question – How do we use search to communicate?
  • And that is what we are here to discuss today. .
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • And that is what we are here to discuss today. . . And a good place to start is with a crisis
  • This is not the same results page as five years ago Today, search has become blended There are a lot of things to consider but also a lot of opportunities
  • PPC On demand Pay to play Complimentary to natural listings
  • Headline – 25 charactersDescription -
  • This is where things get a little more interesting Recently, we have seen Google serving news with more and more frequency News items are the most clicked type of result within blended search results (iProspect, 2008)News is our domain – but the prominence given to news by Google has also created a lot of interest in the SEO community
  • What are the important things to note in regards to ranking in news search. The other thing worth noting is that it’s not just about getting into mainstream news outlets.
  • It’s also possible to get into news search – Placement in news search is based on the outlet. News distribution services (like PRWeb) are considered to be news outlets by search engines. And the news release is something we are all familiar with But the optimized news release is something I want to focus on for a moment
  • On it’s surface it doesn’t seem fundamentally different than the press release we’re all used to – there is a title, sub-head, body, quotes, etc. The devil is in the details
  • On it’s surface it doesn’t seem fundamentally different than the press release we’re all used to – there is a title, sub-head, body, quotes, etc. The devil is in the details
  • If we go back for a moment we see that
  • For one, the optimized news release places a premium on keywords Keywords are important for a number of reasons
  • On it’s surface it doesn’t seem fundamentally different than the press release we’re all used to – there is a title, sub-head, body, quotes, etc. The devil is in the details
  • On it’s surface it doesn’t seem fundamentally different than the press release we’re all used to – there is a title, sub-head, body, quotes, etc. The devil is in the details
  • 1. That is the power of anchor text.
  • This is not the same results page as five years ago Today, search has become blended There are a lot of things to consider but also a lot of opportunities
  • SEO and PR are different fields Skillsets have been traditionally different
  • Transcript

    • 1. Leveraging SEO for PR
      Jiyan Wei
      Vocus Director, Product Management
    • 2. About Me
      Director, Product Management @ Vocus
      Speaker@ SES, SMX, PubCon, Newcomm Forum, etc.
      Published in SES Magazine, PRSA Tactics, Visibility Magazine, DMNews, etc.
      Blogs @ newinfluencer.com and bloggingprweb.com
      MSc in Media/Comm. @ the LSE.
    • 3. SEO and PR
    • 4. A press release is….
      PR
      Publicity
      Media relations
      Communications
      SEO
      Link building
      Web traffic
      Customer acquisition
      ROI of Online News Releases, SNCR (2007)
    • 5. The Case for Search
      Pew Internet and American Life Project (2009)
    • 6. The Case for Search
      Nielsen / NetRatings (2008)
    • 7. Journalist Media Consumption
      TEKGroup / Bulldog Reporter (2009)
    • 8. Journalist Media Consumption
      91% of journalists reported using standard search engines to perform activities such as research companies, past media coverage and subject matter experts.
      Journalist Use of Search Survey, TopRank (2008)
    • 9. Anatomy of Search
    • 10. Anatomy of Search
    • 11. Anatomy of Search
    • 12. Search Engine Optimization
      A set of methodologies that make it easier for search engines to find, index, categorize, and rank Web content.
      Lee Odden / TopRank Online Marketing
    • 13. Anatomy of Search
    • 14. Search Engine Optimization
    • 15. Anatomy of Search
    • 16. PPC (Pay-Per-Click)
    • 17. PPC (Pay-Per-Click)
      Headline
      Use keywords in your headline
      Draw the audience in
      Dynamic Keyword Insertion (DKI)
      Test
      Description
      Use a call-to-action (CTA)
      Get creative
      Test
    • 18. News in Search
    • 19. News in Search
    • 20. News in Search
      News Signals
      Content
      Usage
      Recency
      Outlet
    • 21. News in Search
    • 22. News Release Optimization
    • 23. News Release Optimization
    • 24. News in Search
    • 25. Importance of Keywords
      Keywords
      Use search friendly keywords
      Place near the top of your release
      Don’t overuse
    • 26. How to find your keywords
      Keyword Tools:
      Google Keyword Tool
      Google Insights
      Google Trends
    • 27. News Release Optimization
    • 28. Importance of Multimedia
    • 29. The Impact of Multimedia
    • 30. The Impact of Multimedia
    • 31. News Release Optimization
    • 32. News Release Optimization
    • 33. News Release Optimization
    • 34. News Release Optimization
    • 35. The Organic Web
    • 36. News Release Optimization
    • 37. Recap.
    • 38. About Me
      Twitter: @PRWeb
      Blog: Bloggingprweb.com

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