Using PR to boost SEO Rankings and Conversions

  • 778 views
Uploaded on

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

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
778
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
20
Comments
1
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Importance of SEO and Conversion
  • 2. 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
    • 3. 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
  • 4. 2009 PR + Social Media Summit
    The Importance of SEO and Conversion
  • 5. 2009 PR + Social Media Summit
    What is SEO
    &
    Why is it important?
  • 6. 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
  • 7. 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)
    • 8. Products and Services
    • 9. Entertainment
  • SEO Demystified
    What are people clicking?
  • 10. 2009 PR + Summit
  • 11. 2009 PR + Social Media Summit
  • 12. 2009 PR + Social Media Summit
    Understanding the factors used for rankings
    On Page Factors (35%):
    • Content & Meta Data
    • 13. Friendly URLs
    • 14. Linking Structure
    • 15. Freshness of Content
    • 16. Broken Links & Redirects
    Off Page Factors (65%):
    • Links
    On Page Factors
    35%
    Off Page Factors
    65%
  • 17. 2009 PR + Social Media Summit
    Links are the biggest off page factor in achieving high ranking search results
  • 18. 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
    • 19. SEO helps drive more PR opportunity
  • 2009 PR + Social Media Summit
    PR / SEO Lifecycle
    Bloggers, Journalist, Site Owners
  • 20. 2009 PR + Social Media Summit
  • 21. 2009 PR + Social Media Summit
  • 22. 2009 PR + Social Media Summit
    Content Driving PR and SEO Opportunity
  • 23. 2009 PR + Social Media Summit
    PR Driving Awareness and SEO Opportunity
  • 24. 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
  • 25. 2009 PR + Social Media Summit
    What is Conversion Optimization
    &
    Why is it important?
  • 26. 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
  • 27. 2009 PR + Social Media Summit
    Examples of Conversions
    • 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
  • 2009 PR + Social Media Summit
    Invitation to subscribe to RSS feed
    Digg
    Mint.com Sign-up Offer
    Social Network Sharing
    Popular Article List
  • 32. 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.
  • 33. 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