The Importance of SEO and Conversion<br />
2009 PR + Social Media Summit<br />Co-Founder: Lightburn <br /><ul><li>  Interactive Agency focused on helping client </li...
  Started in late 2006 as an experiment within Lightburn to sharpen our skills in  </li></ul>   ecommerce, search marketin...
2009 PR + Social Media Summit<br />The Importance of SEO and Conversion<br />
2009 PR + Social Media Summit<br />What is SEO<br />&<br />Why is it important?<br />
2009 PR + Social Media Summit<br />What is it?<br />SEO refers to the techniques and strategies that help your website  ra...
2009 PR + Social Media Summit<br />A few facts and figures:<br /><ul><li>  Americans conducted 13.6 BILLION searches in Ju...
  Products and Services
  Entertainment</li></li></ul><li>SEO Demystified<br />What are people clicking?<br />
2009 PR + Summit<br />
2009 PR + Social Media Summit<br />
2009 PR + Social Media Summit<br />Understanding the factors used for rankings<br />On Page Factors (35%):<br /><ul><li>  ...
  Friendly URLs
  Linking Structure
  Freshness of Content
  Broken Links & Redirects</li></ul>Off Page Factors (65%):<br /><ul><li>  Links</li></ul>On Page  Factors<br />35%<br />O...
2009 PR + Social Media Summit<br />Links are the biggest off page factor in achieving high ranking search results<br />
2009 PR + Social Media Summit<br />What does it this have to do with PR?<br /><ul><li>  Search Optimization and PR should ...
  SEO helps drive more PR opportunity</li></li></ul><li>2009 PR + Social Media Summit<br />PR / SEO Lifecycle<br />Blogger...
2009 PR + Social Media Summit<br />
2009 PR + Social Media Summit<br />
2009 PR + Social Media Summit<br />Content Driving PR and SEO Opportunity<br />
2009 PR + Social Media Summit<br />PR Driving Awareness and SEO Opportunity<br />
2009 PR + Social Media Summit<br />Content Driving PR and SEO Opportunity<br />Negative Tweet displayed on Mint’s Blog Hom...
2009 PR + Social Media Summit<br />What is Conversion Optimization<br />&<br />Why is it important?<br />
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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.

Presented at PR + Social Media Summit UW Whitewater

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Using PR to boost SEO Rankings and Conversions

  1. 1. The Importance of SEO and Conversion<br />
  2. 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. 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. 4. 2009 PR + Social Media Summit<br />The Importance of SEO and Conversion<br />
  5. 5. 2009 PR + Social Media Summit<br />What is SEO<br />&<br />Why is it important?<br />
  6. 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. 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. 8. Products and Services
  9. 9. Entertainment</li></li></ul><li>SEO Demystified<br />What are people clicking?<br />
  10. 10. 2009 PR + Summit<br />
  11. 11. 2009 PR + Social Media Summit<br />
  12. 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. 13. Friendly URLs
  14. 14. Linking Structure
  15. 15. Freshness of Content
  16. 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. 17. 2009 PR + Social Media Summit<br />Links are the biggest off page factor in achieving high ranking search results<br />
  18. 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. 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. 20. 2009 PR + Social Media Summit<br />
  21. 21. 2009 PR + Social Media Summit<br />
  22. 22. 2009 PR + Social Media Summit<br />Content Driving PR and SEO Opportunity<br />
  23. 23. 2009 PR + Social Media Summit<br />PR Driving Awareness and SEO Opportunity<br />
  24. 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. 25. 2009 PR + Social Media Summit<br />What is Conversion Optimization<br />&<br />Why is it important?<br />
  26. 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. 27. 2009 PR + Social Media Summit<br />Examples of Conversions<br /><ul><li> Buying Something
  28. 28. Signing up for a trial and/or offer
  29. 29. Subscribing to an email list or RSS feed
  30. 30. Reading multiple blog posts
  31. 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. 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. 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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