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10 SEO Tips Public Relations PRSA09

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Presentation from 2009 PRSA International conference in San Diego on the top ten Search Engine Optimization (SEO) tips for Public Relations. Covers keyword research, on-page optimization, press ...

Presentation from 2009 PRSA International conference in San Diego on the top ten Search Engine Optimization (SEO) tips for Public Relations. Covers keyword research, on-page optimization, press release optimization, newsroom optimization, analytics, social media PR and selling the idea of SEO for PR within organizations.

Presentation given by TopRankMarketing.com CEO, Lee Odden.

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  • Most SEO efforts are directed towards lead/sales generation
  • http://is.gd/4PQFS
  • Here we have the inventory of the media types worth promoting matched up with corresponding channels for optimization and promotion. Text rich articles can be optimized and promoted for standard search engines, product images on image sharing sites, video on video sharing sites, blogs on blog search engines and other bloggers, etc.

10 SEO Tips Public Relations PRSA09 10 SEO Tips Public Relations PRSA09 Presentation Transcript

    • Top 10 SEO Tips
    • For Public Relations
    Lee Odden - CEO @leeodden TopRankMarketing.com @toprank
  • “ 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 Specialists in SEO & Social Med ia Consulting & Training Media: Clients:
  • 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"
    • 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
    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
    TopRank Journalist Survey
  • Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008 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.”
    • What social media tools do
    • you use most often?
    • Social networks - 64%
    • Blogs - 55%
    • Wikis - 50%
    • Microblogging - 36%
    • Media sharing - 36%
    • Social news - 14%
    • Podcasts - 14%
    • Social bookmarks - 9%
    TopRank Journalist Survey
    • Most SEO advice focuses on sales
    Features Benefits Buy! G o o g l e Customer Searcher Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e News SEO focuses on media
  • PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
  • 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.
  • Content Links SEO
  • Search Engine Market Share
    • Google 64.9%
    • Yahoo! Sites 18.8%
    • Microsoft Sites 9.4%
    • Ask Network 3.9%
    • AOL 3.0%
    • Source: comScore Sept 2009
    • Googlebot finds links to documents
    • Makes a copy of the web
    • Organizes into an index
    • Repeat
    How Google Works
    • Keyword1 - Doc 14334
    • Keyword2 - Doc 75633
    • Keyword3 - Doc 18631
    • Keyword4 - Doc 40035
    • Keyword5 - Doc 12983
    • 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
    How Google Works Image from Google.com
    • 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
    • And the magic answer is…..
    • It depends on the problem.
    SEO Tactics – One Thing
    • Google uses 200+ “signals” to
    • sort search results
    • A handful could sabotage an entire site’s search visibility
    SEO Tactics – One Thing
    • Issue:
    • Many pages not ranked
    • Problem:
    • Robots.txt file blocking bots
    • Solution:
    • Update ONE file
    SEO Tactics – One Thing
    • Issue:
    • Needed better search rankings
    • Problem:
    • Most Title tags duplicates
    • Solution:
    • Dynamically publish unique titles
    SEO Tactics – One Thing
    • 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
    • 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
  • PR Tactics That Affect SEO If content can be searched on, it can be optimized
    • Press releases
    • Letters to the editor
    • Online newsrooms
    • Media kits
    • Corporate blogs
    • White papers
    • Webinars/demos
    • Newsletters
    • Real world interviews published digitally
    9 PR Tactics That Affect SEO
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Optimize & Promote News Content Digital Asset Optimization
  • Micromedia Optimization
  • PR Tactics That Affect SEO
    • 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
    • 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
    • PPC for Search Reputation
    PPC vs SEO for PR
    • 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
    • Brainstorm phrases
    • Import to a keyword research tool
    • Find popularity & variations
    • Create a keyword glossary
    4 Step Keyword Research
    • 6 Keyword Research Tools:
    • Google Keyword Tool
    • Google Insights & Trends
    • Google Trends
    • WordTracker
    • Keyword Discovery
    • SEMRush.com
    Choose the Best Keywords
    • Structure of a Keyword Glossary
    • Categories
    • Primary phrases
    • Derivatives
    • Permutations
    • Popularity
    • Relevance
    • Competitiveness
    Choose the Best Keywords
    • 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
  • Basics of On-Page SEO
    • Title tags
    • Keyword placement
    • On-page titles
    • Navigation links
    • Body copy
    • Keyword text links
    • Image alt text
    • URLs
    • 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
    • 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
    • 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
    • Think upward and to the left
    • Optimize for people first, search engines next
    • Use keywords in Title, Subheading, body
    • Don’t obsess over keyword density
    • A 500 word release – use target keyword 2-4 times
    • Use keywords in links to company web site
    • Add media: images, podcast, video, pdf/word docs
    7 Press Release SEO Tips
  • Press Release Optimization
    • 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
    Meta Data
  • Meta Data www.prnewsonline.com
    • 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
    • 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
  • Newsroom Optimization
    • Top Ten Google Rankings
    • online PR
    • news optimization
    • internet marketing firm
    • digital marketing
    • account manager
    www.toprankmarketing.com/newsroom/
    • Keyword research
    • Title tags (dynamic AND hard coded)
    • Keywords in categories
    • Keywords in document titles, directory names, file names
    • Social links: make it easy to bookmark and share
    • Optimized RSS feed facilitates syndication
    • Optimize digital assets: images, video and audio
    • Optimize other file formats: MS Office docs & PDF
    Newsroom SEO Checklist
    • 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
    • Links “electrify”
    • content in search
    Linking Building
    • - 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 Pickup News Room Pickup Pickup Book mark Pickup Blog Book mark
    • 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
    • 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
  • Power of the Retweet Tweet This Blogs & Publishers Links! Retweet Retweet Blogs & Publishers Links! Blogs & Publishers Link Content
  • News Can Be Social Newsroom Blog Comments Trackbacks Outbound Links Blog Comments Facebook           Twitter         
  • SEO and Social Media Tactics Twitter Strategy SocNet Video Blog News Goal Objectives Audience Search Engine Optimization
    • 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
  • Measuring the Value of SEO
    • 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
    • Press Release – Product Offer
    • Tracking codes in URLs
    • Landing pages
    • Conversion tracking
    • Web analytics
    • Newswire service reporting
    Measuring the Value of SEO
    • Compare with Competition:
    • Social search visibility vs company
    • News search ranking vs company
    • 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
    • SEO = keywords in content and links
    • Optimization is a process
    • Set performance goals
    • Get educated, get trained
    • Test!
    • Get help, short or long term
    Takeaways
  • Thank You Lee Odden Email: seo@toprankmarketing.com Follow on Twitter: @ leeodden Learn: TopRankBlog.com Hire us: TopRankMarketing.com Download: TopRank SEO Guide for PR toprankmarketing.com/prsa09 /