Web Presence Optimization
Definitions Web Presence Optimization: coordinate multiple forms of content across multiple mediums to maximize the findab...
Introductory Thoughts Communications Relations
Introductory Thoughts
Introductory Thoughts
Introductory Thoughts
Who are you? Who are they?
Tip: <ul><li>Write out who your audience is. </li></ul><ul><li>Write out what your objective is. </li></ul><ul><li>What’s ...
 
Say hello to your little friend. use simple and clear language. keep it real. Maintain a keyword list for you and your sta...
Fill ‘er up! <ul><li>Yahoo! and Google Autocomplete </li></ul><ul><li>Google insights:  www.google.com/insights   </li></u...
 
Thanks!  http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
It’s a universal truth.
 
 
Thanks! www.nachofoto.com
If Mike jumped off a cliff….. Thanks! www.podcastingnews.com
 
Simplifying the relationship between SEO and SM <ul><li>Word up. </li></ul><ul><li>Whatever you do…. Do it well! </li></ul...
 
 
Human Behavior and the Web <ul><li>Readers scan online content more than they read it. </li></ul><ul><li>Reading decreased...
Photos <ul><li>What’s in a name? Everything. </li></ul><ul><li>Spread the love – media room, Flickr, Photobucket… </li></ul>
Twitter, Facebook, Linkedin…. <ul><li>Keyword thesaurus. </li></ul><ul><li>Bee consistent. </li></ul><ul><li>Bee social.  ...
Those things that aren’t dead & Blogs…. <ul><li>Air cover. </li></ul><ul><li>Keyword thesarus </li></ul><ul><li>Headlines ...
<ul><li>If you got it, flaunt it. </li></ul><ul><ul><li>ABC Company Resources: </li></ul></ul><ul><ul><ul><li>Flickr:  htt...
Takeaways <ul><li>All for one and one for all. </li></ul><ul><li>Social media, traditional media = tools for you to tell a...
Thank you for your time!!! <ul><li>Malcolm Atherton </li></ul><ul><li>PR Newswire </li></ul><ul><li>480.414.0666 </li></ul...
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Web presence optimization prn

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  • All the options you have now really allows you to put the public back into Public RELATIONS Corporate COMMUNICATIONS
  • Everything starts off with search. 95% of journalists according to a PR Week study use search engines during the course of research. In Arketi Groups 2009 WebWatch survey that same percentage showed up as using search. Journalists, Consumers…. Some form of search starts everything. Most go to engines but some are also starting to use other means.
  • No more b2b or b2c thinking. Just understand your audience. Use the right terms. Use the right tools. YOU are an interactive storyteller! Consumer or journalist – everyone is looking for something Graphics depicting something fun and consumerish vs. b2b cloud software etc.
  • Cease to view social media and traditional media as being completely different animals. Look at them merely as new engagement opportunities. Many think that SM and TM are enemies. That you have to choose one over the other. This is simply not the case.
  • This might even be on a campaign to campaign or product-to-product basis. That’s ok! I’d like to add the letter “C” to this – for COMMIT. Commit to whatever avenues you choose. Focus on one thing at a time until you are comfortable and consistent.
  • Finding and then using the right words is extremely important.
  • Maintain a keyword list – your team’s keyword thesaurus. Use different tabs for seasonal terms, different products, etc. Once this in place terms here can be used in many ways – photo titling, social media posts, press releases, video info, etc.!
  • Non company name organic searches.
  • Universal search is in the benefit of the searcher – media or consumer. Simply put, universal search simply requires communicators to apply smart keyword use to other forms of media! Goal: more stuff out there with consistent keyword usage means more opportunities to have stuff show up on page 1 of google. Videos, photos, news, and conversation are as important as web/landing pages!
  • There is nothing worse than seeing poorly executed content. But when people try to do everything instead of focusing on doing things right one at a time then you get those twitter accounts with 3 posts and 20 followers.
  • In a recent survey, 44% of B2B marketers said that their social media activities have had a positive effect on search performance for their websites (a figure that is likely much higher in reality, as another 27% respondents admitted they “don’t know” what effect social has on their search results). This makes sense, as SEO success is driven by links, and social media sites can be a rich source of relevant links. The top two goals B2B marketers identified for social media are building brand awareness and increasing website traffic.
  • “ Short text, especially with visual elements, is accessible and attractive to readers.” “ Reading decreased as story length increased.” “ Headlines and photos were the first visual stop for readers.”
  • Web presence optimization prn

    1. 1. Web Presence Optimization
    2. 2. Definitions Web Presence Optimization: coordinate multiple forms of content across multiple mediums to maximize the findability and visibility of your content. Text, video, and photos created by people for people. Search Engine Optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results. Thanks! http://en.wikipedia.org/wiki/Search_engine_optimization using the right words in the right places to make it easier for people to find your stuff. Thanks! Me.
    3. 3. Introductory Thoughts Communications Relations
    4. 4. Introductory Thoughts
    5. 5. Introductory Thoughts
    6. 6. Introductory Thoughts
    7. 7. Who are you? Who are they?
    8. 8. Tip: <ul><li>Write out who your audience is. </li></ul><ul><li>Write out what your objective is. </li></ul><ul><li>What’s your strategy? </li></ul><ul><li>Now, start thinking of what technologies to us. </li></ul>
    9. 10. Say hello to your little friend. use simple and clear language. keep it real. Maintain a keyword list for you and your staff. Make it your thesaurus! Words. Phrases. Seasonal terms. Singular and plural. Consistency!
    10. 11. Fill ‘er up! <ul><li>Yahoo! and Google Autocomplete </li></ul><ul><li>Google insights: www.google.com/insights </li></ul><ul><li>Google trends www.google.com/trends </li></ul><ul><li>Technorati or other blog search engines: tag farming! </li></ul><ul><li>Wordtracker: http://freekeywords.wordtracker.com </li></ul><ul><li>Google keyword tool: http://adwords.google.com </li></ul><ul><li>Yahoo! keyword tool: www.vretoolbar.com/keywords/ </li></ul><ul><li>Kurrently: www.kurrently.com (FB and T real-time search engine!) </li></ul>
    11. 13. Thanks! http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
    12. 14. It’s a universal truth.
    13. 17. Thanks! www.nachofoto.com
    14. 18. If Mike jumped off a cliff….. Thanks! www.podcastingnews.com
    15. 20. Simplifying the relationship between SEO and SM <ul><li>Word up. </li></ul><ul><li>Whatever you do…. Do it well! </li></ul><ul><li>Be consistent and persistent. </li></ul>
    16. 23. Human Behavior and the Web <ul><li>Readers scan online content more than they read it. </li></ul><ul><li>Reading decreased as story length increased. </li></ul><ul><li>F-shape reading. </li></ul><ul><li>Web participants are active. </li></ul><ul><li>Headlines and photos were the first visual stop for readers. </li></ul><ul><li>2007 Poynter Institute Eyetrack07 results & www.useit.com & 2007 Google Study </li></ul>
    17. 24. Photos <ul><li>What’s in a name? Everything. </li></ul><ul><li>Spread the love – media room, Flickr, Photobucket… </li></ul>
    18. 25. Twitter, Facebook, Linkedin…. <ul><li>Keyword thesaurus. </li></ul><ul><li>Bee consistent. </li></ul><ul><li>Bee social. </li></ul><ul><li>Bee active. </li></ul><ul><li>Bee visual. </li></ul>
    19. 26. Those things that aren’t dead & Blogs…. <ul><li>Air cover. </li></ul><ul><li>Keyword thesarus </li></ul><ul><li>Headlines often = title </li></ul><ul><li>Bee interactive. </li></ul><ul><li>Bee creative with your formatting. </li></ul><ul><li>Be resourceful. </li></ul>
    20. 27. <ul><li>If you got it, flaunt it. </li></ul><ul><ul><li>ABC Company Resources: </li></ul></ul><ul><ul><ul><li>Flickr: http://flickr.com/abc_company </li></ul></ul></ul><ul><ul><ul><li>Really cool white paper: www.abcco.com/rcwhp </li></ul></ul></ul><ul><ul><ul><li>Follow us! www.twitter.com/abc_co </li></ul></ul></ul><ul><li>Headlines </li></ul><ul><li>First paragraph </li></ul><ul><li>Prominent linking </li></ul>Those things that aren’t dead & Blogs….
    21. 28. Takeaways <ul><li>All for one and one for all. </li></ul><ul><li>Social media, traditional media = tools for you to tell a story. </li></ul><ul><li>Put the “T” after the “P” </li></ul><ul><li>Words, words, words, words, words! </li></ul><ul><li>Don’t fall for peer pressure! </li></ul><ul><li>Cross pollinate. </li></ul>
    22. 29. Thank you for your time!!! <ul><li>Malcolm Atherton </li></ul><ul><li>PR Newswire </li></ul><ul><li>480.414.0666 </li></ul><ul><li>[email_address] </li></ul><ul><li>@malcolmatherton </li></ul><ul><li>www.Linkedin.com/in/malcolmatherton </li></ul>

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