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Secrets to Optimizing News Content
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Secrets to Optimizing News Content

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Presentation on how to optimize news content for improving corporate web site traffic. Given by Lee Odden of TopRank at Media Relations Summit in San Francisco 2008.

Presentation on how to optimize news content for improving corporate web site traffic. Given by Lee Odden of TopRank at Media Relations Summit in San Francisco 2008.

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Secrets to Optimizing News Content Secrets to Optimizing News Content Presentation Transcript

  • Secrets for Increasing Traffic to Your Corporate Website Lee Odden – CEO TopRank Marketing.com
  • Company YadaYada
    • Consulting
    • Speaking
    • Blogging
    • Why Optimize PR?
    • SEO Fundamentals
    • Keyword Research
    • News Optimization
    • Linking & Promotion
    Agenda for Increasing Traffic View slide
    • 64% of journalists report that they use either Google or Yahoo! online news services to follow the news.*
    • “ Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *
    • * Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey
    PR Optimization View slide
  • PUSH - PULL PR Outreach: Wire Service Networking Pitching RSS Optimized PR: Press Release Newsroom Social Media Media Coverage
  • SEO Considerations Content Links
  • SEO Fundamentals
    • Content is reachable
    • Add new content - fresh
    • Logical organization
    • Keywords in titles, nav, content & links
    • Quantity of quality incoming links
    • Analytics and tracking
  • SEO Fundamentals
    • Keywords/Links Are Not Enough!
    • SEO Triple Threat:
    • Optimization
    • Link Building
    • Promotion
    • Google AdWords Tool
    • Microsoft Keyword Forecast
    • Seodigger.com
    • KeywordDiscovery.com
    • Spyfu.com
    • Web analytics
    • Site search logs
    Keyword Research Tools
  • Keyword Research Tools
  • Keyword Research Tools
    • Create keyword glossary
    • Map keywords to content
    Keyword Research Tools
    • Press releases
    • Online op-eds
    • Online newsrooms
    • Corporate blogs
    • Reports / white papers
    • Email newsletters
    • Webinars
    • Podcasts / Internet radio shows
    • Interviews (coach interviewee on keywords)
    News Content to Optimize
    • On Site
    • Press Releases
    • Online News Room
    • Blog
    News Content to Optimize
    • Off Site
    • Social media profiles (Twitter, Stumbleupon, Delicious)
    • Social networking profiles (LinkedIn, Facebook)
    • Blog
  • Blog Based Newsroom
    • Template optimized
    • Title tags
    • Categories
    • Meta description
    • Keyword optimized
    • Post title
    • Body copy
    • Links
    • Image alt text
    • Earn links with great content
    • Promote content on social networks
    • Embed links in press releases
    • Link up with partners
    • Cross link internally
    • Social bookmark pickups
    Linking Tips
    • Marketleap.com
    • siteexplorer.search.yahoo.com
    • Google.com/webmasters
    Free Linking Tools
  • Free Linking Tools
  • Free Linking Tools
    • Analyze the current link environment
    • Develop a link building plan
    • Assess competitor link activity for opportunities
    • Sources linking to high ranking sites may link to you as well
    • Analysis of what is working for others can work for you
    Linking Tips
  • Asset-to-Channel Promotion
    • Match News to Channel
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Optimize & Promote
    • Channels Respond
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Social News/Bookmark
    Traffic - Links Asset-to-Channel Promotion
  • Newswire YouTube Flickr Blogs Newsroom Social Networks
    • Research keywords
    • Map keywords to content
    • Allocate resources to
      • on-page optimization
      • link building
      • AND content promotion
    • Inventory media and promote to appropriate channels
    Takeaways
  • Thank You!
    • Lee Odden
    • 1 877 872 6628
    • [email_address]
    • TopRank Blog.com