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Presentation from SEO4PR and Horn Group webinar on search engine optimization techniques for public relations.

Presentation from SEO4PR and Horn Group webinar on search engine optimization techniques for public relations.



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  • Shannon Thank you so much for joining us today for SEO4PR – search engine optimization for public relations – Horn Group’s first in our new series of webinars. This topic hit our minds about a year ago and in our quest to educate ourselves, I asked our pal Sam Whitmore if he had any ideas about how to jump into SEO – and Sam referred me to Greg Jarboe and the team at SEO-PR. We conducted a 2 day intensive training for our staff and after that we almost had more questions than answers – so we’ve kept the discussion alive and engaged in an ongoing partnership with SEO-PR. It was Greg and his team who suggested we do a webinar for clients and friends. And the topic is more timely than ever. Tom Foremski’s written several posts on Silicon Valley Watcher about SEO’s threat to public relations (which we don’t exactly agree with by the way). There have been at least half a dozen webinars on the topic in the last 60 days – I sat in on one from Bull Dog and another from the Council of PR Firms, in the last month alone… BusinessWire is doing a whole series of them these days. Clients are trying to figure it out – some on their own because of an assumption that there’s no role for PR in SEO and some think to ask us what we’re doing… And the introduction of Universal Search makes all of this even more interesting – which we’ll talk about today. So let’s get into it…
  • We’ve prepared a 3 piece discussion… -new realities -real tools and tips to take away from the call -and 2 great case studies of SEO at work in PR campaigns Please feel free to submit questions throughout and I’ll pass them to Greg, and we’ll only go about 30-35 minutes with the presentation so we’ll have plenty of time for questions at the end. It’s a great pleasure to introduce Greg Jarboe, co-founder of SEO-PR SEO-PR is a search engine optimization firm and a public relations agency. Co-founded in 2003 by Greg Jarboe and Jamie O’Donnell, SEO-PR has offices in Boston and San Francisco. SEO-PR has been praised by world-renowned search authority Danny Sullivan for “focusing on search as a public relations tool.” SEO-PR is one of 10 companies that Larry Chase’s Web Digest for Marketers named to its Who’s Who in SEO Experts. Greg’s career includes several years in PR and marketing for major technology brands like Lotus, and many years on the editorial side – so he really understands the different sides of our industry. Greg – it’s all yours.
  • Open it up for last questions – if time… Hopefully this has piqued your interest and given you a few basic tips on how to introduce SEO strategies and tactics into your PR campaigns, not just website and advertising campaigns. I think most of the people on the call today are Horn Group clients, talk to your team leaders about continuing this discussion and incorporating more of these tactics into your program. We’d also be delighted to bring Greg and his team into your offices for a consulting session. And for newer friends on the call, drop me a note or give me a call if you’d like to discuss any of this further. I can make today’s presentation available to anyone, just contact me at your liesure. We’ll also be making the presentation and web cast available on our website within the next week or so. Many thanks for joining us today. Many thanks to Greg for sharing his wisdom and experience. And please mark your calendars for our next webcasts – positioning and message development on October 16 and our Social Media Boot Camp on December 4. Signing off, happy Jewish New Year and have a great weekend.

SEO4 PR SEO4 PR Presentation Transcript

  • SEO4PR
    • Search Engine Optimization for Public Relations
    • A Webinar Presented by
    • Horn Group and SEO-PR
    • September 13, 2007
  • For Discussion
    • New Realities
    • Tools and Tips
    • SEO4PR @ Work
    Shannon Latta Partner & EVP Horn Group, Inc. Greg Jarboe Co-Founder SEO-PR
  • News landscape has changed dramatically since the early 1990s Source: The Pew Research Center for the People and the Press, July 30, 2006
  • Many failed to see “search” as paradigm shift in communication
    • “ The press is no longer gatekeeper over what the public knows.
    • Journalists have reacted relatively slowly. They are only now beginning to re-imagine their role.
    • Their companies failed to see ‘search’ as a kind of journalism.”
    Source: Project for Excellence in Journalism, March 12, 2007
  • If you Googled ipod touch on Sept 8… Source: Google, September 8, 2007 Image and news results at top… …and video and blog posts if you scrolled down.
  • If you Googled Steve Jobs… Source: Google, September 8, 2007 Image and news results ranked #1… …and video and blog posts if you scrolled down.
  • Google’s Universal Search is clearly changing the landscape
    • “ One can’t help but notice that if Greg Jarboe had gone to Google and designed Universal Search himself he likely couldn’t have designed it to play into his strength areas in news and PR related issues.”
    Source: David Dalka, Creating Revenue and Retention, Aug. 21, 2007
  • Images in Universal Search results change our eye scanning patterns Source: Enquire Research, Aug. 16, 2007
  • Search reverses classic model of communication from push to pull Sources: Harold Lasswell, 1939, and Greg Jarboe, 1998
  • 95mm unique visitors/month visit online news sites Source : comScore Media Metrix, Dec. 2006
  • It is now as important to appear in Google as is to appear in PC Magazine Source: Google, September 12, 2007
  • You’ll often find releases when you conduct a news search Source: Google News, September 14, 2005
  • Press releases have passed trade publications as top source of news Source: InformationWeek , June 6, 2006
  • Optimizing press releases for news search is a 5 step process
    • Conduct keyword research to find 2 to 3 relevant news search terms that your target audience is likely to use
    • Make sure your release actually includes your target terms – particularly in headline and first few sentences
    • Add hyperlinks intended to help people find interesting, related content, when applicable
    • Use press release distribution service crawled by Yahoo! News, AOL News and Google News
    • Measure results of your campaign – whether your objective is to build brand awareness, increase web site traffic, generate sales leads, or sell products online
  • Variety of tools can tell you which news search terms are used Source: Google Trends, August 17, 2007
  • Hot Trends reflects what people are searching for on Google today Source: Google Hot Trends, Sept. 7, 2007
  • Media relations should include on the top Google News sources Sources: The New York Times, April 9, 2006, and Google News Report, August 16, 2007
  • Search is #1 way journalists obtain additional story information
    • Survey of 1,100 technology journalists at all job levels across the media spectrum, including newspapers, business press, consumer magazines, trade publications, broadcast and online
    • Search engines were the top ranked means for researching companies and trends
    • 78% read blogs
    Sources: Bennett & Company, Aug 5, 2005, and Fusion PR, Aug. 13, 2007
  • Journalists say visuals important 41% say it dictates content
    • 90% of journalists say that visuals are somewhat or very important to them
    • 41% say that visuals could dictate their content
    • “ A release e-mailed with a jpg or tif file has a much better chance of making it into our newspaper,” said one editor
    Source: Bennett & Company’s 16th Annual Media Survey, August 15, 2006
  • Online video has also had major impact on news media in the past year
    • IDG News Service: “Any plans to add a video component to Google News?”
    • Nathan Stoll of Google News: “We don’t want to preannounce any features, but our Google News philosophy is to give users access to all the perspectives on a news story. To the extent that a lot of those are in video and becoming available online, we’d certainly love to make those perspectives available and easily discoverable.”
    Source: Hitwise, April 2007, and InfoWorld , May 23, 2007
  • 93.8 million blogs today Up from 100,000 in March 2003
    • Technorati says there are about 1.4 million blog posts per day, over 58,000 per hour, about 16 per second
    • PubSub found 3 new outlinks were created for every 2 new blog entries
    • So, blogs are creating 24 links per second
    Source: USA Today , July 30, 2007
  • Social mapping tools help identify most influential bloggers
    • “ In certain categories, blogs are becoming the de facto industry press, and their ability to generate traffic, buzz and referred coverage shouldn’t be underestimated.”
    Sources: BuzzLogic and MarketingSherpa
  • Blogs can generate 30x more visitors than articles Sources: MarketingSherpa and SEO-PR, August 11, 2006
  • ClickTracks thought that click fraud could become a very hot topic in 2006 Source: Google Trends, December 27, 2006
  • We optimized press releases, pitched stories and case studies to journalists and bloggers Source: Internet Financial News, Nov. 22, 2006
  • 19 press releases generated 354 visitors 350 stories generated 15,660 visitors to their site
  • Inbound links from news articles and blog posts helped ClickTracks rank #1 for web analytics Source: Google, December 27, 2006
  • Windows Secrets editorial director Brian Livingston got a hot scoop Source: Windows Secrets, March 15, 2007
  • Windows Vista activation rapidly becoming a popular search term Source: Google Trends, June 9, 2007
  • 40 influential bloggers and journalists mapped in this conversation Source: BuzzLogic, March 8, 2007
  • News articles and blog posts generated record number of unique visitors and news subscriptions Source: Windows Secrets, March 22, 2007
    • We invited 40 influential bloggers and journalists to online meeting
    • 8 target bloggers and journalists attended online meeting with Brian Livingston, including Chris Pirillo of Lockergnome and Gregg Keizer of Computerworld
    • 155,681 unique visitors that week, 64,370 more than previous record
    • 3,528 new subscriptions a week, 1,800 more than previous record
  • Measure your success from PR outputs to business outcomes Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2006
  • Google News and Google Blog Search are changing the PR playbook
    • Use SEO for public relations to generate:
    • Higher ranking of releases in major news search engines
    • Additional press mentions
    • More blog mentions and inbound links
    • Increased site traffic after announcements
    • Better conversion rates to leads or sales
    • generated 1,286,459 searches for “florists” the week before Valentine’s Day
    • Symmetricom generated $200 million in qualified leads for chip-scale atomic clocks
    • Southwest Airlines generated more than $2.5 million in online ticket sales
  • Thank You!
    • Questions
    • Contact Shannon for a copy of today’s presentation
    • Join us for our next webinars
      • Positioning and Message Development
        • Horn Group and Marketing Arts
        • October 16 at 10am PDT
      • Social Media Boot Camp
        • Social Media Director Kyle Flaherty
        • December 4 at 10am PDT
    Shannon Latta Partner & EVP Horn Group, Inc. 415.905.4030 Greg Jarboe Co-Founder SEO-PR 415.643.8947