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

Published in: Technology, Business
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  • 1. The Importance of SEO and Conversion<br />
  • 2. 2009 PR + Social Media Summit<br />Co-Founder: Lightburn <br /><ul><li> Interactive Agency focused on helping client </li></ul> drive revenue via the web<br />www.lightburndesigns.com<br />Founder: Cooper Safety Supply<br /><ul><li> Online ecommerce company that sells safety equipment
  • 3. Started in late 2006 as an experiment within Lightburn to sharpen our skills in </li></ul> ecommerce, search marketing and search optimization<br /><ul><li> Multi-million dollar business</li></ul>www.coopersafety.com<br />
  • 4. 2009 PR + Social Media Summit<br />The Importance of SEO and Conversion<br />
  • 5. 2009 PR + Social Media Summit<br />What is SEO<br />&<br />Why is it important?<br />
  • 6. 2009 PR + Social Media Summit<br />What is it?<br />SEO refers to the techniques and strategies that help your website rank higher within the search engines.<br />Why is it important?<br />Higher rankings = more site traffic = more potential to sell your products or services<br />
  • 7. 2009 PR + Social Media Summit<br />A few facts and figures:<br /><ul><li> Americans conducted 13.6 BILLION searches in July 2009 </li></ul> Google - 8.9 Billion<br /> Yahoo! - 2.6 Billion<br /> Bing - 1.2 Billion<br /><ul><li> Google Index is estimated at 1.5 TRILLION pages </li></li></ul><li>2009 PR + Summit<br />What are people searching for?<br /><ul><li> Knowledge and Solutions (Answers)
  • 8. Products and Services
  • 9. Entertainment</li></li></ul><li>SEO Demystified<br />What are people clicking?<br />
  • 10. 2009 PR + Summit<br />
  • 11. 2009 PR + Social Media Summit<br />
  • 12. 2009 PR + Social Media Summit<br />Understanding the factors used for rankings<br />On Page Factors (35%):<br /><ul><li> Content & Meta Data
  • 13. Friendly URLs
  • 14. Linking Structure
  • 15. Freshness of Content
  • 16. Broken Links & Redirects</li></ul>Off Page Factors (65%):<br /><ul><li> Links</li></ul>On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  • 17. 2009 PR + Social Media Summit<br />Links are the biggest off page factor in achieving high ranking search results<br />
  • 18. 2009 PR + Social Media Summit<br />What does it this have to do with PR?<br /><ul><li> Search Optimization and PR should to be </li></ul> treated as a team<br /><ul><li> PR helps drive SEO Results
  • 19. SEO helps drive more PR opportunity</li></li></ul><li>2009 PR + Social Media Summit<br />PR / SEO Lifecycle<br />Bloggers, Journalist, Site Owners<br />
  • 20. 2009 PR + Social Media Summit<br />
  • 21. 2009 PR + Social Media Summit<br />
  • 22. 2009 PR + Social Media Summit<br />Content Driving PR and SEO Opportunity<br />
  • 23. 2009 PR + Social Media Summit<br />PR Driving Awareness and SEO Opportunity<br />
  • 24. 2009 PR + Social Media Summit<br />Content Driving PR and SEO Opportunity<br />Negative Tweet displayed on Mint’s Blog Home Page<br />Provides opportunity to communicate with the community<br />
  • 25. 2009 PR + Social Media Summit<br />What is Conversion Optimization<br />&<br />Why is it important?<br />
  • 26. 2009 PR + Social Media Summit<br />What is it?<br />It’s getting more ACTIONS from the same amount of traffic. <br />Why is it important?<br />More actions = more revenue<br />
  • 27. 2009 PR + Social Media Summit<br />Examples of Conversions<br /><ul><li> Buying Something
  • 28. Signing up for a trial and/or offer
  • 29. Subscribing to an email list or RSS feed
  • 30. Reading multiple blog posts
  • 31. Getting someone to Tweet your content</li></li></ul><li>2009 PR + Social Media Summit<br />Invitation to subscribe to RSS feed<br />Digg<br />Mint.com Sign-up Offer<br />Social Network Sharing<br />Popular Article List<br />
  • 32. 2009 PR + Social Media Summit<br />What does Conversion Optimization have to do with PR?<br />Conversions provide the fuel to further expand PR and Marketing efforts and grow.<br />
  • 33. 2009 PR + Social Media Summit<br />“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”<br />Matt Cutts <br />(Google Engineer)<br />www.mattcutts.com/blog<br />

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