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