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OPTIMIZING YOUR ONLINE PRSTRATEGY FOR SEARCH & SOCIALStoney deGeyterstoney@polepositionmarketing.com         @StoneyD     ...
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEStoney deGeyterstoney@polepositionmarketing.com            @StoneyD           ...
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEPrint Readers are Purposeful
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEWeb Readers Have a Lack of Focus and Intent
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEInternet Readers are Highly Distractible
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEInternet Readers are Usually Multi-tasking
The Internet is Highly Competitive When it Comes to Content                                                              H...
Three Major Considerations for Online Content                                                              HOW PRINT AUDIE...
GOALS OF ONLINE PRStoney deGeyterstoney@polepositionmarketing.com         @StoneyD                                   @Pole...
GOALS OF ONLINE PRGet Noticed
GOALS OF ONLINE PRGet Traffic
GOALS OF ONLINE PRGet Customers
GOALS OF ONLINE PRGet Links
BACKGROUND RESEARCHStoney deGeyterstoney@polepositionmarketing.com         @StoneyD                                   @Pol...
How People Search                                                     BACKGROUND RESEARCH                             Hear...
Find Keywords Your Audience Uses                                   BACKGROUND RESEARCH
Keywords Don’t Always Mean What We Think                                                                   BACKGROUND RESE...
Knowing Your Audience                                                           BACKGROUND RESEARCH  Searcher             ...
Target Entire Audience, Not Just Journalists                                                            BACKGROUND RESEARC...
CRAFTING THE STORYStoney deGeyterstoney@polepositionmarketing.com         @StoneyD                                   @Pole...
Grab Their Attention                                                CRAFTING THE STORY                          Do they se...
Make it Interesting                                               CRAFTING THE STORY                                   Dif...
Title Tags                                                      CRAFTING THE STORY             Influences              Ran...
Meta Description                        CRAFTING THE STORY   20-40 word page      summary Substantially unique      Compel...
Keyword Integration                                                                       CRAFTING THE STORYcolored marble...
Use Images to Draw Visitors into Content                                           CRAFTING THE STORY
Media Integration to Strengthen Your Message - Photos                                                        CRAFTING THE ...
Media Integration to Strengthen Your Message - Video                                                       CRAFTING THE ST...
Add Links!                                              CRAFTING THE STORY      Increase   Integrate                      ...
How to Please Everyone                                                                                 CRAFTING THE STORY ...
BROADCASTING YOUR MESSAGEStoney deGeyterstoney@polepositionmarketing.com         @StoneyD                                 ...
BROADCASTING YOUR MESSAGEIt’s Not Just News!
Online PR Submissions                                     BROADCASTING YOUR MESSAGE                          Build        ...
Social Pushing                                                                                 BROADCASTING YOUR MESSAGE  ...
RSS Feeds                                            BROADCASTING YOUR MESSAGE                              Not Lost in   ...
BRINGING IT HOMEStoney deGeyterstoney@polepositionmarketing.com         @StoneyD                                   @PolePo...
Everything Flows Back Home                                                                  BRINGING IT HOME              ...
THANK YOUStoney deGeyterstoney@polepositionmarketing.com                                         @StoneyD                 ...
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SEO & PR

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How SEO integrates with online PR in relation to old-school public relation campaigns.

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Transcript of "SEO & PR"

  1. 1. OPTIMIZING YOUR ONLINE PRSTRATEGY FOR SEARCH & SOCIALStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  2. 2. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  3. 3. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEPrint Readers are Purposeful
  4. 4. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEWeb Readers Have a Lack of Focus and Intent
  5. 5. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEInternet Readers are Highly Distractible
  6. 6. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEInternet Readers are Usually Multi-tasking
  7. 7. The Internet is Highly Competitive When it Comes to Content HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
  8. 8. Three Major Considerations for Online Content HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Search Social Conversions Engines Media Good Content Accomplishes all Three
  9. 9. GOALS OF ONLINE PRStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  10. 10. GOALS OF ONLINE PRGet Noticed
  11. 11. GOALS OF ONLINE PRGet Traffic
  12. 12. GOALS OF ONLINE PRGet Customers
  13. 13. GOALS OF ONLINE PRGet Links
  14. 14. BACKGROUND RESEARCHStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  15. 15. How People Search BACKGROUND RESEARCH Hear Keywords Think Search Keywords Keywords Keywords in Content
  16. 16. Find Keywords Your Audience Uses BACKGROUND RESEARCH
  17. 17. Keywords Don’t Always Mean What We Think BACKGROUND RESEARCH cordless cordless telephone telephone headset headset Sandwich Duffel Worms Bean Sleeping Lady
  18. 18. Knowing Your Audience BACKGROUND RESEARCH Searcher Interest Need Business Education Strategy Students Information Direction Hobbyists Ideas Community A SEARCHER who has an INTEREST in a specific NEED
  19. 19. Target Entire Audience, Not Just Journalists BACKGROUND RESEARCH Researchers Shoppers Buyers Researchers Shoppers Buyers Purpose: Purpose: Purpose: Looking for Comparing Looking at information Products Specifics
  20. 20. CRAFTING THE STORYStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  21. 21. Grab Their Attention CRAFTING THE STORY Do they see their keywords? Does the headline pop? Does your intro draw them in?
  22. 22. Make it Interesting CRAFTING THE STORY Different Unique Approach Compelling Valuable
  23. 23. Title Tags CRAFTING THE STORY Influences Rankings Drives Provides Initial Label for Click Browser *63 Character Limit
  24. 24. Meta Description CRAFTING THE STORY 20-40 word page summary Substantially unique Compelling Not needed on every page
  25. 25. Keyword Integration CRAFTING THE STORYcolored marbles text red marblestext texttext text text red marbles text text text text skeif mule text textjump rope text red marbles text text textrubbermarbles text mule text text textGreen balls text red marbles text textskeif mule text text red marbles text texttext text text text text text text text texttext green marbles text text text text text red marbles text text text text skief mule texttext rubber balls text text text text texttext text text text text text text text text skief text text mule texttext text text red marbles text text texttext jump mule text text text texttexttextcolored marbles text green balls texttexttext red marbles text text text text text skief rope text rubber marbles texttext text text text colored jump mule text text text text text text skief rope texttext text text text text textmarbles text Red Green RubberRed marbles marbles balls marbles Colored Jump marbles rope Tight keyword focus. Too many keywords Focused keywords!
  26. 26. Use Images to Draw Visitors into Content CRAFTING THE STORY
  27. 27. Media Integration to Strengthen Your Message - Photos CRAFTING THE STORY
  28. 28. Media Integration to Strengthen Your Message - Video CRAFTING THE STORY
  29. 29. Add Links! CRAFTING THE STORY Increase Integrate Drives Traffic Engagement Keywords
  30. 30. How to Please Everyone CRAFTING THE STORY Visually Bullet Headlines Bolding Links points Textually Links to Customer To the point supportive info centric Semantically Keyword Usage Active Text Calls to Action
  31. 31. BROADCASTING YOUR MESSAGEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  32. 32. BROADCASTING YOUR MESSAGEIt’s Not Just News!
  33. 33. Online PR Submissions BROADCASTING YOUR MESSAGE Build Distribute Track
  34. 34. Social Pushing BROADCASTING YOUR MESSAGE Can you create a compelling call to action and set expectations while inspiring the click in less than 140 characters? Cause youll need to.
  35. 35. RSS Feeds BROADCASTING YOUR MESSAGE Not Lost in Chatter Reader’s Convenience Pull Technology
  36. 36. BRINGING IT HOMEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
  37. 37. Everything Flows Back Home BRINGING IT HOME It’s all about building , branding and marketing the website!
  38. 38. THANK YOUStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
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