Using PR to boost SEO Rankings and Conversions
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Using PR to boost SEO Rankings and Conversions

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Presentation on how using PR and Social Media can drive better search rankings and conversions.

Presentation on how using PR and Social Media can drive better search rankings and conversions.

Presented at PR + Social Media Summit UW Whitewater

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    Using PR to boost SEO Rankings and Conversions Using PR to boost SEO Rankings and Conversions Presentation Transcript

    • The Importance of SEO and Conversion
    • 2009 PR + Social Media Summit
      Co-Founder: Lightburn
      • Interactive Agency focused on helping client
      drive revenue via the web
      www.lightburndesigns.com
      Founder: Cooper Safety Supply
      • Online ecommerce company that sells safety equipment
      • Started in late 2006 as an experiment within Lightburn to sharpen our skills in
      ecommerce, search marketing and search optimization
      • Multi-million dollar business
      www.coopersafety.com
    • 2009 PR + Social Media Summit
      The Importance of SEO and Conversion
    • 2009 PR + Social Media Summit
      What is SEO
      &
      Why is it important?
    • 2009 PR + Social Media Summit
      What is it?
      SEO refers to the techniques and strategies that help your website rank higher within the search engines.
      Why is it important?
      Higher rankings = more site traffic = more potential to sell your products or services
    • 2009 PR + Social Media Summit
      A few facts and figures:
      • Americans conducted 13.6 BILLION searches in July 2009
      Google - 8.9 Billion
      Yahoo! - 2.6 Billion
      Bing - 1.2 Billion
      • Google Index is estimated at 1.5 TRILLION pages
    • 2009 PR + Summit
      What are people searching for?
      • Knowledge and Solutions (Answers)
      • Products and Services
      • Entertainment
    • SEO Demystified
      What are people clicking?
    • 2009 PR + Summit
    • 2009 PR + Social Media Summit
    • 2009 PR + Social Media Summit
      Understanding the factors used for rankings
      On Page Factors (35%):
      • Content & Meta Data
      • Friendly URLs
      • Linking Structure
      • Freshness of Content
      • Broken Links & Redirects
      Off Page Factors (65%):
      • Links
      On Page Factors
      35%
      Off Page Factors
      65%
    • 2009 PR + Social Media Summit
      Links are the biggest off page factor in achieving high ranking search results
    • 2009 PR + Social Media Summit
      What does it this have to do with PR?
      • Search Optimization and PR should to be
      treated as a team
      • PR helps drive SEO Results
      • SEO helps drive more PR opportunity
    • 2009 PR + Social Media Summit
      PR / SEO Lifecycle
      Bloggers, Journalist, Site Owners
    • 2009 PR + Social Media Summit
    • 2009 PR + Social Media Summit
    • 2009 PR + Social Media Summit
      Content Driving PR and SEO Opportunity
    • 2009 PR + Social Media Summit
      PR Driving Awareness and SEO Opportunity
    • 2009 PR + Social Media Summit
      Content Driving PR and SEO Opportunity
      Negative Tweet displayed on Mint’s Blog Home Page
      Provides opportunity to communicate with the community
    • 2009 PR + Social Media Summit
      What is Conversion Optimization
      &
      Why is it important?
    • 2009 PR + Social Media Summit
      What is it?
      It’s getting more ACTIONS from the same amount of traffic.
      Why is it important?
      More actions = more revenue
    • 2009 PR + Social Media Summit
      Examples of Conversions
      • Buying Something
      • Signing up for a trial and/or offer
      • Subscribing to an email list or RSS feed
      • Reading multiple blog posts
      • Getting someone to Tweet your content
    • 2009 PR + Social Media Summit
      Invitation to subscribe to RSS feed
      Digg
      Mint.com Sign-up Offer
      Social Network Sharing
      Popular Article List
    • 2009 PR + Social Media Summit
      What does Conversion Optimization have to do with PR?
      Conversions provide the fuel to further expand PR and Marketing efforts and grow.
    • 2009 PR + Social Media Summit
      “I highly recommend keyword analysis, looking at server logs to figure out new content to add, thinking of new hooks to make your site attract more word-of-mouth buzz, pondering how to improve conversion once visitors land on your site, etc”
      Matt Cutts
      (Google Engineer)
      www.mattcutts.com/blog