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SEO & PR
 

SEO & PR

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

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

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    SEO & PR SEO & PR Presentation Transcript

    • OPTIMIZING YOUR ONLINE PRSTRATEGY FOR SEARCH & SOCIALStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • 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 HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
    • Three Major Considerations for Online Content HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Search Social Conversions Engines Media Good Content Accomplishes all Three
    • GOALS OF ONLINE PRStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • 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 @PolePositionMkg
    • How People Search BACKGROUND RESEARCH Hear Keywords Think Search Keywords Keywords Keywords in Content
    • Find Keywords Your Audience Uses BACKGROUND RESEARCH
    • Keywords Don’t Always Mean What We Think BACKGROUND RESEARCH cordless cordless telephone telephone headset headset Sandwich Duffel Worms Bean Sleeping Lady
    • 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
    • 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
    • CRAFTING THE STORYStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • Grab Their Attention CRAFTING THE STORY Do they see their keywords? Does the headline pop? Does your intro draw them in?
    • Make it Interesting CRAFTING THE STORY Different Unique Approach Compelling Valuable
    • Title Tags CRAFTING THE STORY Influences Rankings Drives Provides Initial Label for Click Browser *63 Character Limit
    • Meta Description CRAFTING THE STORY 20-40 word page summary Substantially unique Compelling Not needed on every page
    • 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!
    • Use Images to Draw Visitors into Content CRAFTING THE STORY
    • Media Integration to Strengthen Your Message - Photos CRAFTING THE STORY
    • Media Integration to Strengthen Your Message - Video CRAFTING THE STORY
    • Add Links! CRAFTING THE STORY Increase Integrate Drives Traffic Engagement Keywords
    • 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
    • BROADCASTING YOUR MESSAGEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • BROADCASTING YOUR MESSAGEIt’s Not Just News!
    • Online PR Submissions BROADCASTING YOUR MESSAGE Build Distribute Track
    • 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.
    • RSS Feeds BROADCASTING YOUR MESSAGE Not Lost in Chatter Reader’s Convenience Pull Technology
    • BRINGING IT HOMEStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg
    • Everything Flows Back Home BRINGING IT HOME It’s all about building , branding and marketing the website!
    • THANK YOUStoney deGeyterstoney@polepositionmarketing.com @StoneyD @PolePositionMkg