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How PR and Social Media Impact SEO

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Social Media, Public Relations and Search Engine Optimization are important components of an online marketing strategy, and they do not operate independently of each other. Learn tips for how to use ...

Social Media, Public Relations and Search Engine Optimization are important components of an online marketing strategy, and they do not operate independently of each other. Learn tips for how to use Social Media, Public Relations and SEO practices to increase your online presence and reach more of your target audience.

Senior Account Manager Kaitlyn Dhanaliwala of Search Mojo and Marijean Jaggers, Vice President and Manager of Standing Partnership, share their advice and tips for managing your search and social media efforts.

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How PR and Social Media Impact SEO How PR and Social Media Impact SEO Presentation Transcript

  • @SEARCHMOJO
    SEARCH-MOJO.COM
    800.939.5938
    HOW PR AND SOCIAL MEDIA IMPACT SEO
    KAITLYN S. DHANALIWALA
    MARIJEAN JAGGERS
  • Follow Along #SMPRmojo
    Follow us at:
    @Kaitlyn07
    @Marijean
    @SearchMojo
    @StandingPR
  • About search mojo
    Search engine marketing firm founded in 2005
    Search engine optimization (SEO)
    Pay-per-click advertising management (PPC)
    Social media monitoring
    Located in Charlottesville, Va.
    Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal
    Speakers at SMX Advanced, PubCon and Search Engine Strategies
  • About Standing Partnership
    A leading strategic communications firm
    Headquartered in St. Louis, Mo.
    Satellite office in Charlottesville, Va.
    We provide a comprehensive approach to reputation management that advances the objectives of diverse organizations, from local to global.
  • Three Main Components of SEO
  • Four Main Components of SEO
  • Social Media Landscape
  • Social Media Continuum of Tools
    Connect
    Listen
    Engage
    Publish
  • Create a Manageable Infrastructure
    HOME BASE
  • Web site
    Blog
    Both?
    Create a Manageable Infrastructure
  • Focus Efforts on a Few
    The “Big Three”
  • Connect -- Linkedin
  • Connect -- Facebook
  • Connect -- Twitter
  • Twitter – understand your Klout
  • Social Media For SEO
    Social Media Links for SEO
    Social Media is becoming the new linking ground
    People are now more likely to tweet a link about you than put a link in a blog post.
    Google and Bing now examine links from Twitter and soon likely Facebook
    Social Media:
    Identifies inbound linking opportunities
    Provides inbound links itself
  • Social Media For SEO
  • Owning Your Branded Search Results
    All company links on the first page of the SERP
    Company page
    Blog
    Twitter page
    Facebook page
    LinkedIn Page
    Press releases and news
  • Real-Time Search
  • Social Circles and Search
  • Grow your Social Circle
    Links from social profiles
    Expand as much as possible through social network connections
    Secondary connections important
    www.google.com/s2/search/social
  • Listen: Tools
  • Listen: Follow Online Content
    The quickest way to monitor content on the Web is to use a feed reader.
  • Query Deserves Freshness (QDF)
    What is QDF?
    • The designation Google gives to search queries for certain highly-trending topics
  • Identifying a qdf term
  • Qdf in action
    Blog by San Diego Padres Fans, Rank 4
    Official MLB page, Rank 5
    New York Times, Rank 8
  • Monitoring QDF
    Google Insights for Search:
    Google.com/insights/search
    Google Trends:
    Google.com/trends
    Twitter Trending Topics
  • Monitoring QDF –
    Google Insights
  • QDF as an SEO Tactic
    Step 1: Monitor SEO keywords of focus for QDF
    • Identify trending topics regularly and frequently
  • QDF as an SEO Tactic
    Step 2: Publish relevant content on your blog…quickly!
    • Keep SEO tips in mind to tailor your content to the search term.
    • Write multiple pieces, and link them to each other.
    • Include search engine optimized anchor text in your links.
    • Act fast! You may only have a 12-24 hour window!
  • Publish: Blogs
    Today there are 106 million blogs worldwide.
    60-75% of all Web users read blogs (whether they are aware of it or not).
    A website with a blog gets 55% more traffic than one without.
  • “Neither a press release nor a full-page ad in the New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”
    — Robert Scoble and Shel Israel
    Naked Conversations
    Publish: Blogs
  • Blogs Are Critical for SEO
    Blogs are different in nature from websites:
    • More dynamic; updated more frequently
    • Often content is topical, current to industry news events
  • Blogs Are Critical for SEO
    Blogging Recommendations:
    • Host on your own domain
    • Wordpress
    • All-in-one SEO Plugin (free version)
    • Google XML Sitemaps Plugin
    • Host blog on a subdomain to increases the potential coverage on SERP
  • Blogging for SEO
    • Choose your keywords
    • Add keywords to post content
    • Engage in quality link building efforts
    • Share links via social
  • Publish: News Releases
    Content repeated on multiple sites
    Attracts share of mainstream media audiences
    Creates opportunity to publish content
  • News Releases for SEO
    Distribute press releases online
    i.e.- PRWeb
    Use SEO keywords as the anchor text of press release links.
  • Since the launch of Google Caffeine, press releases have been showing a greater presence in search listings.
  • Contact Us
    Kaitlyn S. Dhanaliwala
    Sr. Account Manager
    Search Mojo
    kdhanaliwala@search-mojo.com
    @Kaitlyn07
    @SearchMojo
    Marijean Jaggers
    Vice President
    Standing Partnership
    mjaggers@standingpr.com
    @Marijean
    @StandingPR