10 SEO Tips for Communications & PR

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Top 10 SEO tips for communications and public relations professionals presented at Social Media Club in Louisville by TopRankMarketing.com CEO Lee Odden.

Top 10 SEO tips for communications and public relations professionals presented at Social Media Club in Louisville by TopRankMarketing.com CEO Lee Odden.

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  • http://www.nielsen-online.com/downloads/3_Screens_4Q08_final.pdf
  • JP to purchase image, if approved
  • Google is the top search engine for online research with all responding journalists using this tool. Wikipediais second but still used by six out of ten.Significantly more journalists with 20 or more years of experience reported using Yahoo (32%) comparedto their counterparts with the least experience (9 or fewer years – 19%).► Firefox is used by journalists at Newspapers (39%) more so than those at Magazines (30%) or Websites(27%).► MSN/Bing is the choice of journalists at Websites (24%) and less often for Newspaper (11%) orMagazine (14%) journalists.
  • http://www.emarketer.com/Article.aspx?R=1007131
  • Most SEO efforts are directed towards lead/sales generation
  • http://www.comscore.com/Press_Events/Press_Releases/2009/9/comScore_Releases_August_2009_U.S._Search_Engine_Rankings/(language)/eng-US

Transcript

  • 1. SEO Tips
    Communications
    Professionals Must
    Know
    10
    Lee Odden - CEO
    @leeodden
    TopRankMarketing.com
  • 2. My World:
    aka “Minnesnowta”
    Satellite Dish
    Lots of Bottle Bass
    Bottle Bass
    Fireplace
  • 3. Consulting & Training
    Specialists in SEO & Social Media
    Media:
    Clients:
    “The SEO team at TopRank has been instrumental to
    growing a key business for our organization. I recommend
    TopRank’s SEO consulting services without reservation.”
    William Murray, President and COO, PRSA
  • 4. So, how do you say “Louisville”?
  • 5. accommodations
    accomodations
    acommodations
    acomodations
    Search Phrases Vary Too
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
    hotel accommodations
    cheap accomodations
    holiday acommodations
    travel acomodations
  • 9. SEO Basics
    Keywords
    Search
    Friendly
    Site
    Link Building
  • 10. “Companies that evolve their internal processes and technical frameworks to incorporate organic search and all that it has to offer will have a substantial edge over the competition.”
    Vanessa Fox, Creator of
    Google Webmaster Central
    Author of “Marketing in the Age
    of Google”
    Adavantage SEO
    http://bit.ly/8KYpi3
  • 11. Search Demand
    285 million watched TV
    monthly
    *Nielsen A2/M2 Three Screen Report
    14 billion core searches
    monthly
    *comScore Media Metrix
  • 12. News Media Are Using SEO
  • 13. Journalists Use Search.
    Are They Finding You?
  • 14. The Search for News
     ”I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.”
    David Meerman Scott, Best-Selling author of “The New Rules of Marketing and PR"
  • 15. TopRank Journalist Survey
    What type of search do you use
    most often?
    Standard search - 91%
    News search - 27%
    Social search - 27%
    Image - 18%
    Blog search - 14%
    Video - 9%
    Bookmarks - 9%
    Local - 5%
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  • 16. GWU & Cision Study
    100% of Journalists surveyed use Google to research stories.
    Source: George Washington University & Cision – 2009 Social Media & Online Usage Study
  • 17. TopRank Journalist Survey
    How do you use search?
    Research past stories - 95%
    Research new sources - 91%
    Specific companies/people - 91%
    Story ideas - 82%
    Research press releases - 59%
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  • 18. TopRank Journalist Survey
    “I was writing a column about the planned partnership between Google and Yahoo.”
     
    “I tracked down potential sources first using Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute.”
     
    “While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.”
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  • 19. Follow the Money
  • 20. SEO = Increased Conversions
    SEO is the most effective Online Marketing tactic
    for generating conversions
    Source: Forbes Ad Effectiveness Survey June 2009
  • 21. Most SEO advice focuses on sales
    Features
    Benefits
    Buy!
    Google
    Customer
    Searcher
    News SEO focuses on media
    Trusted Source
    Facts
    Experts
    Trends
    Google
    Researcher
    Media
    Relationship
  • 22. PUSH - PULL
    Optimized:
    Press Release
    Newsroom
    Social Media
    Media Coverage
    Outreach:
    Wire Service
    Networking
    Pitching
    RSS
  • 23. Search Engine Optimization
    Definition of SEO:
    A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.
  • 24. What Happens With No SEO?
    What we see
  • 25. What Happens With No SEO?
    What search engines see:
    Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas
    Adidas has no ranking for“men's running shoes”
    first 10 pages on Google
  • 26. What Happens With No SEO?
    What we see
  • 27. What Happens With No SEO?
    What we see
  • 28. What Happens With No SEO?
    What search engines see:
    Sales, new gear and more:
    Visit a store: From our blog The Cleanest Line®
    Backyard Adventures: Toiyabe Trails - Part 1
    Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert heat. Truth be…
    Product Testing - Whale Watching with a Wee One
    "Signatures" from Sweetgrass Productions Coming this Fall
    Subscribe to The Cleanest Line RSS feed E-Fiber Favorites
    Men's Polo Shirt
    Men's Simple Synchilla Jacket
    Men's All-Time Shell
    Women's Netty Dress
    Women's R1® Full-Zip Jacket
    Kids' Live Simply T-Shirt
    Freewheeler
    Voluntary Recall:
    Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential casualty hazard.
    If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read this important notice.
    PATAGONIA® CLOTHING & GEAR
    Men's Apparel: Shirts, Pants, Footwear
    Women's Apparel: Shirts, Skirts, Yoga
    Travel Gear: Luggage, Packs, Totes, and Backpacks
    Kids': Jackets, Pants, Fleece for Children
    Accessories: Posters, Blankets, Books
    Web Specials
    Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear, footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing, Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene® underwear, CapileneBaselayers (and base layers), luggage, packs, backpacks, totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and Patagonia shoes. For the young ones in your life we also make children's clothing, kids' apparel and baby clothes. Our online store, retail stores and independent dealers offer women's outdoor clothing and men's outdoor clothing, including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats, gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great women's surf clothes and swimwear and functional clothes for rock climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes in causing the least harm while doing business so we Lead an Examined Life as a company and maintain transparency through The Footprint Chronicles™. Environmentalism, sustainability and a commitment to protecting the natural environment through activism are part of our company's heritage and continue to this day as we work to continually reduce our carbon footprint. We hope you'll subscribe to the Patagonia catalog and Patagonia emails, and stop by the Patagonia blog, The Cleanest Line®, every morning to read a field report or listen to a podcast while you enjoy your coffee. Patagonia.com is the online presence of the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire too many times, folks might try and spell Patagonia like patigonia, pategonia, padagonia and pantagonia. Thank you for visiting Patagonia.
    © 2009 Patagonia, Inc.
    #3 on Google
    “outdoor clothing”
  • 29. SEO Can Be Confusing
    How’d they do that?
  • 30. SEO Basics
    Keywords
    Search
    Friendly
    Site
    Link Building
  • 31. Search Engine Market Share
    Google 65.7%
    Yahoo! Sites 17.3%
    Microsoft Sites 10.7%
    Ask Network 3.7%
    AOL 2.6%
    Source: comScore Dec 2009
  • 32. Googlebot finds links to documents
    Makes a copy of the web
    Organizes into an index
    Repeat
    Google Basics:
    • Keyword1 - Doc 14334
    • 33. Keyword2 - Doc 75633
    • 34. Keyword3 - Doc 18631
    • 35. Keyword4 - Doc 40035
    • 36. Keyword5 - Doc 12983
    • 37. Keyword6 - Doc 35634
  • User searches
    User location/login id’d
    Words matched with index
    Returns matching docs
    Docs are sorted (ranked)
    as search results
    Customized by location/history
    Google Basics
    Image from Google.com
  • 38. Google Caffeine
    What is “Google Caffeine”?
    Next-generation architecture for Google's web search
    Improves: size, indexing speed/method, accuracy, comprehensiveness
    Few front end, user experience changes (for now)
    Changed order of blended results:
    depreciates news, image, video
    Foundation for more “real-time”
    results i.e. Twitter
    More emphasis on content but links
    are still important
  • 39. Personalized Search
  • 40. Real Time Search
  • 41. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 42. And the magic answer is…..
    It depends on the problem.
    SEO Tactics – One Thing
  • 43. Google uses 200+ “signals” to
    sort search results
    A handful could sabotage an entire site’s search visibility
    SEO Tactics – One Thing
  • 44. Issue:
    Many pages not ranked
    Problem:
    Robots.txt file blocking bots
    Solution:
    Update ONE file
    SEO Tactics – One Thing
  • 45. Issue:
    Needed better search rankings
    Problem:
    Most Title tags duplicates
    Solution:
    Dynamically publish unique titles
    SEO Tactics – One Thing
  • 46. Back to the magic answer ...
    Make sure the site is crawlable
    Remove barriers
    Navigation
    URLs
    HTML & XML sitemaps
    Talk to IT, Webmaster, SEO
    SEO Tactics – One Thing
  • 47. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 48. PR Tactics That Affect SEO
    If content can be searched on,
    it can be optimized
  • 49. 9 PR Tactics That Affect SEO
    Press releases
    Letters to the editor
    Online newsrooms
    Media kits
    Corporate blogs
    White papers
    Webinars/demos
    Newsletters
    Real world interviews
  • 50. Digital Asset Optimization
    News Content
    Optimize & Promote
  • 57. Micromedia Optimization
  • 58. PR Tactics That Affect SEO
  • 59. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 60. SEO:
    Long term
    Part of content process
    Contingent on content and links over time
    PPC:
    On demand
    Pay to play – pay more to scale
    Alternative & complimentary to natural Listings
    PPC vs SEO for PR
  • 61. PPC for Search Reputation
    PPC vs SEO for PR
  • 62. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 63. Brainstorm phrases
    Import to a keyword research tool
    Find popularity & variations
    Create a keyword glossary
    4 Step Keyword Research
  • 64. Keywords show intent:
    Broad Concepts
    Trends
    Brands & People
    Specifics
    Keywords
    Research Funnel
    Discovery
    Credibility
    Match
  • 65. 6 Keyword Research Tools:
    Google Keyword Tool
    Google Insights & Trends
    Google Trends
    WordTracker
    Keyword Discovery
    SEMRush.com
    Choose the Best Keywords
  • 66. Structure of a Keyword Glossary
    Categories
    Primary phrases
    Derivatives
    Permutations
    Popularity
    Relevance
    Competitiveness
    Choose the Best Keywords
  • 67. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 68. Basics of On-Page SEO
  • Content is reachable by “bots”
    Content is added often/periodically
    Content is organized in themes/categories
    Keywords exist in content and internal text links
    Monitor, adjust
    Basics of On-Page SEO
  • 76. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 77. Research Keywords
    Optimize Content
    Call to Action
    Landing Pages
    Post to Newsroom
    Pitch to media
    RSS
    Wire Service Distribution
    Measure Success
    Get More From News Releases
  • 78. 7 Press Release SEO Tips
    Think upward and to the left
    Optimize for people first
    Use keywords in Title, Subheading, body
    Don’t obsess over keyword density
    A 500 word release – keyword 2-4 times
    Use keywords in links to site
    Add media: images, podcast, video
    pdf/word docs
  • 79. Press Release Optimization
  • 80. Meta Data
    Title tag: 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important location for keywords in a document used to rank web pages.
    Meta description: 10-25 word elaboration of the title tag. Used to describe the site in search results. NOT used for rankings., pdf/word docs
  • 81. Meta Data
    www.prnewsonline.com
  • 82. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 83. Blog software: WordPress, TypePad, Blogger.com
    Share/Save bookmarks
    Keyword categories
    Chronological archives
    Site search
    Subscribe RSS Feed
    Optimized for keywords
    SEO: Press releases, Media coverage, Events
    Cross link to related pages on main web site
    Newsroom Optimization
  • 84. Newsroom Optimization
    www.toprankmarketing.com/newsroom/
    Top Ten Google Rankings
    • online PR
    • 85. news optimization
    • 86. internet marketing firm
    • 87. digital marketing
    account manager
  • 88.
    • Keyword research
    • 89. Title tags (dynamic AND hard coded)
    • 90. Keywords in categories
    • 91. Keywords in document titles, directory names, file names
    • 92. Social links: make it easy to bookmark and share
    • 93. Optimized RSS feed facilitates syndication
    • 94. Optimize digital assets: images, video and audio
    • 95. Optimize other file formats: MS Office docs & PDF
    Newsroom SEO Checklist
  • 96. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 97. Bookmark
    Pickup
    Pickup
    NewsRoom
    Bookmark
    Pickup
    Blog
    Links “electrify”
    content in search
    Pickup
    - Earn links with content
    - Promote socially
    - Link up with partners
    - Cross link internally
    - Embed links in releases
    - Social bookmark pickup
    Use keywords in link text
    No:click here Yes:red widget
    Press Release
    Press Release
    Release
    Press
    Linking Building
  • 98. Social Media Link Building
    Blog
  • 99. Link Building Tactics
    Profiles
    Article Submissions
    Unpaid Directories
    Paid Directories
    Widgets
    Conference Sponsorships
    Association Sponsorships
    Aggregated Content
    Research & Surveys
    Blog Reviews
    Job Listings
    Testimonials
    Letters to the Editor
    Contributed Articles
    RSS Feeds
    Blogroll
    Bookmarking
    Social Media Pages
    Squidoo Page
    Applications
    Optimized Press Releases
    Build and Host Useful Tools
    Awards (badge)
    Contest (badge)
    Cross link company-owned websites
    Write reviews
    Promote Content on Social Sites
    Blog/RSS Feed Directory Submissions
    Ads on Search Friendly Sites
    Classified Ads
    Post Ebook or Substantial Whitepaper
    Exchange links with marketing/business partners
    Post Surveys
    Write Guest Posts on Other Blogs
    Speak at events, offer PPT with links embedded
    Donate where a link of donors is published
    Transcribe video interviews to text as separate posts
    Apply for industry awards, web site and blog awards
    Ensure industry groups you’re involved with, link to you
    Create a wiki
    Create microsites for causes, events, specific purposes
    Affiliate program
    Become resource on Q/A websites like Yahoo Answers
    Slideshare and similar content hosting
    Monitor 404 stats and ask link sources to fix broken links
    Solicit links directly from sources
    Provide ‘link to us’ content on blog and/or web site
    Leverage publicity and media relations for links
    Digital asset submissions: images, audio, video
  • 100. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 101. Optimize Social Media for Search
    The role of SEO in a social media effort is to directly influence discovery of social communities or content via search.
    Link Building for SEO Through Social Media
    Indirectly, social content can boost links to website content, improving search traffic and online sales.
    SEO & Social: Yin Yang
  • 102. Rise of Social Search
    3 of the top search engines are search within a social network
    Facebook % of increase was more than double of any other search engine
    comScore qSearch Aug 2009 U.S. Search Engine Rankings
  • 103. Power of the Retweet
    Content
    Link
    Tweet This
    Blogs &
    Publishers
    Retweet
    Links!
    Links!
    Blogs &
    Publishers
    Blogs &
    Publishers
    Retweet
  • 104. Power of the Retweet
  • 105. News Can Be Social
    Outbound Links
    Comments
    NewsroomBlog
    Facebook
    Blog










    Twitter
    Comments









  • 106. SEO and Social Media
    Audience
    Objectives
    Strategy
    Tactics
    Twitter
    SocNet
    Video
    Blog
    News
    Search Engine Optimization
    Goal
  • 107. 1. SEO tactics – if I could only do one thing...
    2. PR tactics that affect SEO
    3. When is PPC better than SEO for PR?
    4. How to choose the best keywords?
    5. Basics of on-page SEO
    6. Press release optimization tips
    7. Newsroom optimization tactics
    8. Link building fundamentals
    9. SEO and social media promotions
    10. Measuring & selling the value of SEO  
    Top Ten SEO Tips for PR
  • 108. News wire service metrics
    Web analytics for landing pages and web site
    Google and Yahoo alerts
    Monitor blog search engines (via RSS)
    Press release landing page conversion tracking
    Social media monitoring
    Inbound links
    Pickups on blogs
    Pickups on other web sites
    Pickups on publications
    Search rankings
    11 Metrics for News SEO
  • 109. Compare Company with Competition:
    Social search visibility (Google)
    News search ranking (Google News)
    Research a keyword glossary and run a ranking report on those phrases. Show the lack of search visibility
    Run a test of a few optimized news items, take benchmark measurements, then show progress
    Set keyword ranking goals and estimate cost to achieve the same goals with PPC. Then demonstrate the cost of organic search traffic vs PPC traffic
    Showing the Value of SEO
  • 110. Learn From SEO Mistakes
    • Using keywords important to you, not customers
    • 111. Content is not reachable by search bots
    • 112. New content is not added periodically
    • 113. Content is not organized logically – according to themes/categories
    • 114. Keywords missing in content and text links
    • 115. Low quantity of relevant sites linking in
    • 116. Not monitoring KPIs and ongoing refinement
  • Thank You
    Lee Odden
    Email: seo@toprankmarketing.com
    Follow on Twitter: @leeodden
    Learn: TopRankBlog.com
    Hire us: TopRankMarketing.com
    Download: TopRank Guides to SEO & Social Media
    toprankmarketing.com/SEOGuidePR/