Using PR to boost SEO Rankings and Conversions

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

The Importance of SEO and Conversion

What is SEO
&
Why is it important?

What is it?
SEO refers to the techniques and strategies that help your website rank higher within the search engines.
Higher rankings = more site traffic = more potential to sell your products or services

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

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%

Links are the biggest off page factor in achieving high ranking search results

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

PR / SEO Lifecycle
Bloggers, Journalist, Site Owners

Content Driving PR and SEO Opportunity

PR Driving Awareness and SEO Opportunity

Content Driving PR and SEO Opportunity
Negative Tweet displayed on Mint’s Blog Home Page
Provides opportunity to communicate with the community

What is Conversion Optimization
&

What is it?
It’s getting more ACTIONS from the same amount of traffic.
More actions = more revenue

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

Invitation to subscribe to RSS feed
Digg
Mint.com Sign-up Offer
Social Network Sharing
Popular Article List

What does Conversion Optimization have to do with PR?
Conversions provide the fuel to further expand PR and Marketing efforts and grow.

“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

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Using PR to boost SEO Rankings and Conversions

by LIGHTBURN on Oct 18, 2009

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Using PR to boost SEO Rankings and Conversions — Presentation Transcript