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SEO and PR for Digital Public Relations
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SEO and PR for Digital Public Relations

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  • Full Name Full Name Comment goes here.
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  • Hi,

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SEO and PR for Digital Public Relations SEO and PR for Digital Public Relations Presentation Transcript

  • Improve Online Marketing with SEO & Digital PR 10/29/08 Lee Odden TopRank Marketing .com
    • Lee Odden - CEO, TopRankMarketing.com
    • TopRank is an industry leader in strategic digital marketing and PR consulting, training and implementation for NWA, McKesson, BizFilings
    • Publishes Online Marketing Blog (toprankblog.com), a Technorati 100 and AdAge Power150 top ranked blog on digital PR, search and social media marketing.
    • Speaks at PRSA, DMA, Search Engine Strategies and OMMA Global conferences on PR and search marketing.
    • Frequently cited in books, industry publications and media.
  • Public Relations SEO Digital PR
    • Google 71%
    • Yahoo 18.06%
    • MSN 5.36%
    • Ask 3.63%
    • Source: Hitwise via MarketingCharts.com - http://tinyurl.com/5ou9er
    Fish Where the Fish Are
  • MSNBC Digital Network (37.6m) Yahoo! News (34.9m) CNN (33.4m) AOL News (22m) NYTimes.com (17.6m) Tribune Newspapers (15m) Gannett Newspapers (12.4m) ABCNEWS Digital Network (11.5m) Google News (10.5m) Source: Nielsen Online June 2008
  • 64% of journalists report that they use either Google or Yahoo! online news services to follow the news. Source: TEKgroup International/Bulldog Reporter Study Sept 2008. Journalist Use of News Search
    • Sample survey of tech/marketing writers, editors & reporters
    TopRank Journalist Survey
    • How do you use search?
    • Research past stories - 95%
    • Story ideas - 82%
    • Research new sources - 91%
    • Research press releases - 59%
    • Specific companies/people - 91%
    • Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
    TopRank Journalist Survey
    • What type of search do you use
    • most often?
    • Standard search - 91%
    • News search - 27%
    • Blog search - 14%
    • Image - 18%
    • Video - 9%
    • Local - 5%
    • Bookmarks - 9%
    • Other (Social search) - 27%
    • Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
    TopRank Journalist Survey
    • “ I was stumped recently when giving a last-minute assignment requiring an expert on the topic of communications infrastructure interoperability. A 15 minute Google search turned up some really viable experts, and I was able to make my deadline.” 
    • Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
    TopRank Journalist Survey
    • What social media tools do
    • you use most often?
    • Blogs - 55%
    • Microblogging - 36%
    • Social networks - 64%
    • Social news - 14%
    • Social bookmarks - 9%
    • Media sharing - 36%
    • Podcasts - 14%
    • Wikis - 50%
    TopRank Journalist Survey
    • Most SEO efforts optimize for lead/sales generation
    Features Benefits Buy! G o o g l e Customer Searcher
    • News optimization focuses on a different audience and outcome
    Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e
  • Push PR Pull PR
    • Newswire
    • RSS
    • Pitching/Blogger Relations
    • Social Media Engagement
    • Standard Search
    • News Search
    • Blog Search
    • Media Search
    Pull = SEO
    • If it can be searched on, it can be
    • Optimized
    • How can small businesses take advantage of efficient SEO and PR tactics?
    • Press release optimization
    • Online newsroom optimization
    • Research Keywords
    • Optimize Content
    • Call to Action
    • Landing Pages
    • Post to Newsroom
    • Pitch to media
    • RSS
    • Wire Service Distribution
    • Measure Succe ss
    Press Release Optimization
  • Press Release Optimization
    • Match Purpose with Metrics
    • Page views/impressions
    • Media pickups
    • Blog pickups
    • Links
    • Rankings
    • Traffic
    • Conversions
    • Optimization Tips:
    • 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
    Press Release Optimization
    • Release Metrics:
    • Pick ups – traditional & bloggers
    • Inbound links
    • Google & Yahoo News inclusion
    • Social bookmarks
    • Keyword ranking of press release
    • Keyword ranking of target web page
    • Traffic to web site
    • Conversions: media inquiries
    Press Release Optimization
    • Distribute release via SEO savvy wire service
    • PRNewswire.com
    • BusinessWire.com
    • PRWeb.com
    • Marketwire.com
    • Primenewswire.com
    Press Release Optimization
    • Link Building & Content
    • Pickups on blogs
    • Syndication (RSS)
    • Media coverage
    • Comments/Trackbacks
    • Social bookmarks
    • Newsroom
    • - Press Release
    • Media Coverage
    • Events
    • White papers - Newsletters
    • Exec bios/photos - Media contact
    Newsroom Optimization Pickup Wire Service Pickup Blog Post Pickup Book mark Pickup Blog Post Book mark
    • Newsrooms can be crawled by Googlebot like any other collection of web pages
    • News content is typically added more often than corporate site content – search engines love fresh content
    • Digital assets (text, image, video, audio, interactive) offer additional promotion channels
    Why Optimize A Newsroom?
  • Online Newsroom
    • Blog software : WordPress, TypePad, Blogger.com
    • Share/Save bookmarks
    • Keyword categories
    • Chronological archives
    • Site search
    • Subscribe RSS Feed
    • Optimized for keywords
    • Include: Press releases, Media coverage, Events
    • Cross link to related pages on main web site
    • Site search
    • Easy to find contact info
    • Exec bios and images
    • Segment news types, topics
    • Multiple subscription options
    • Segment media/content types: video, podcast, images, webinar, white paper
    • Social news/bookmark options for resources
    Usability Tips for Newsroom
    • Press releases
    • Letters to the editor
    • Online newsrooms
    • Media kits
    • Blogs
    • White papers
    • Webinars / demos
    • Newsletters
    • Real world interviews
    • Podcasts/Internet radio
    PR Tactics That Affect SEO
  • SEO Isn’t Optimizing Parts
  • SEO Is Holistic
    • Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
    • Journalists increasingly rely on search and social media
    • Create, optimize and promote news content to reach consumers AND journalists
    • Best practices news optimization is holistic & strategic – not based on a single tactic
    Digital PR Takeaways:
  • Thank You! Contact: Lee Odden Toll Free: 1 877 872 6628 Email: [email_address] Company: TopRankMarketing.com Blog: TopRankBlog.com Twitter: @leeodden