Lessons in Website Management for PR Pros - PRSA Southwest District Conference
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  • Houston OffshoreEnginerering,
  • Ask how many are in charge of the website? How many are a part of the website?How many have CMS?Blog?
  • And this is what it looks like to search engines. Search engines only read code.
  • A spider will go through the code and follow the links and then crawls those pages.
  • And this is what your search results look like.

Lessons in Website Management for PR Pros - PRSA Southwest District Conference Presentation Transcript

  • 1. Take Control of Your Website Lessons in Website Management for PR ProsCaitlin KaluzaMarketing/Communications ManagerSchipul – The Web Marketing Company@qcait | slideshare.net/qcait
  • 2. About Caitlin
  • 3. Case Studies Pages Portfolio Schipul.com Staff Bios Blog.schipul.com Photos TheSEMBlog.com Articles Blog Posts Press Releases VideosTendenci.com Contact FormsBlog.Tendenci.comTendenci.org
  • 4. Your Website. It’s Alive! …but not scary Photo credit: flickr.com/photos/bagaball/6957682511
  • 5. What We’ll Cover1. Search Engine Fundamentals2. Analytics – What Matters?3. SEO Content Strategy Photo Credit: flickr.com/photos/andrewbain/2422471153
  • 6. What you need to knowSEARCH ENGINE MARKETINGBASICS Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 7. How Does a Search Engine Work? Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 8. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 9. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 10. Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 11. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  • 12. Search Engine Relationships bruceclay.com/serc.htm Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 13. What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 14. Write great content +SEO = Use your keywords where they make sense Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 15. Content is KingPhoto credit: lickr.com/photos/wrumsby/45536989
  • 16. MAKING SENSE OF ANALYTICS Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 17. Definitions• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one page & left without clicking anywhere• New Visits Based on a cookie in your browser Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 18. Top 5 Metrics That Matter1. Visit Trends Month vs month AND year vs year2. Engagement Trends Pages/visit & Time on site3. Top Traffic Sources Search Engines vs. Referring Sites Look at Social Media referrers4. Top Keyword Branded vs. Non-branded5. Top Content Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 19. Bonus! Geography & Mobile• Are you hitting the geography you expect?• Schipul B2B clients mobile about 5-7% Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 20. Set Up Goals• i.e. Fill Out Contact Form• Admin > Goals > Add confirmation page URL• View Conversion Rates for any report Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 21. CRAFTING YOURCONTENT STRATEGY
  • 22. How is Your Content Doing Now? Keyword Density Analyzer Report schipul.com/sem-toolsYou should seeyour brand name,your top keywordphrase, & yourgeography Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 23. The number one thing you can do to improve your SEO is:ADD NEW RELEVANT CONTENTREGULARLY
  • 24. What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 25. Brainstorm Content• What is the goal of your website?• What keywords are sticking?• What holes are missing?• What local content can you provide? Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 26. Think About Types of Content• Your top blog post could make a great video or whitepaper• Video can reach past your site• Incorporate Photos, • 3 Billion videos viewed on Articles, Press YouTube per day Releases, Blog Posts, • Videos get a 40% Percent Case Studies, higher CTR in Search Results Slideshare presentations Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 27. Think About Link Bait“Cool Stuff” Gets Link Backs • Top 10 Ways to… • Hot Topics/In the News • Infographics • How To/FAQs • Tag People Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 28. Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 29. Action Items• Come Up With a List of Content Goals, Focus on 1 Per Month – Get found more for a certain key phrase – Support the sales team or support team or current clients – Update out of date content• Set up Analytics – Set up at least one Goal – Look at Stats Monthly, Have them Emailed to You• Link & Share Your New Content Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
  • 30. CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT Photo Credit: flickr.com/photos/fuzzy/1438386401