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SEO Public Relations: Tactics and Measurement Tools

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SEO Public Relations: Tactics and Measurement Tools - Presentation Transcript

  1. SEO + PR Tactics & Measurement Lee Odden - CEO TopRank Online Marketing toprank.org 1-877-872-6628 Pubcon 2007
  2. Walk the Talk
  3.  
    • Why optimize news?
    • 3 SEO tactics for PR
    • 3 ways to measure
    Agenda
    • 64% of journalists report that they use either Google or Yahoo! online news services to follow the news.*
    • “ Single greatest change in journalism practices due to new Internet technology is that they can now re search corporate and other news online 24 hours a day.”
    • * Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07
    Why Optimize News?
    • “ Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *
    • “ More than 85% report visiting a corporate website or online newsroom at least once a month.” *
    • * Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey
    Why Optimize News?
    • Easy for journalists researching stories to find you
    • Expands branding footprint on the web
    • Proactive search results reputation management
    • Fuel sales pipeline
    Why Optimize News?
    • Standard search
    • News search
    • Blog search
    • Image, video, audio search
    • Local search
    • Search within social networking sites
    • Personalzed and universal search
    Information Consumption
  9. New PR Model Push Pull
    • 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
    Why Optimize News?
    • Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
    Why Optimize News?
    • Press releases / news releases
    • Online op-eds / letters to the editor
    • Online newsrooms and media kits
    • Other corporate site content referencing PR
    • Blogs
    • Reports / white papers
    • Webinars / demos
    • Email newsletters
    • Social networks and profiles
    • Interviews (coach interviewee on keywords)
    • Podcasts / Internet radio shows
    PR Content to Optimize
    • On Site
    • Press Releases
    • Online Media Room
    • Blog
    PR Content to Optimize
    • Off Site
    • Social media profiles (Twitter, Stumbleupon, Delicious)
    • Social networking profiles (LinkedIn, Facebook)
    • Blog
    • Inventory Assets – Match with Channels
    Text Images Audio Video RSS Mobile Local News Widgets Products Standard Search Engines Flickr Odeo YouTube Technorati Mobile Search Engines Superpages Newswire, News Search Blogs Digital Assets Channels of Promotion PR Content to Optimize
    • Press Release SEO
    • Blog Online Newsroom
    • Social Media Relations
    3 SEO Tactics for PR
    • Start with Outcomes in Mind
    • Keyword Research
    • Release Optimization
    • Landing Pages
    • Post to Newsroom
    • RSS
    • Wire Service Distribution
    • Measure Success
    Press Release SEO Tips
  17. Start with Outcomes
    • Match Purpose with Metrics
    • Page views/impressions
    • Media pickups
    • Blog pickups
    • Links
    • Rankings
    • Traffic
    • Conversions
  18. Landing Page
    • Distribute release via SEO savvy wire service
    • PRNewswire.com
    • BusinessWire.com
    • PRWeb.com
    • Marketwire.com
    • Primenewswire.com
    Wire Services
    • Press Release
    • Blog Online Newsroom
    • Social Media Relations
    3 SEO Tactics for PR
  21. Blog Online Newsroom
    • Blog software
    • Press releases
    • Media coverage
    • Events
    • Keyword optimized
    • Anchor text links
    • Keyword categories
    • RSS Feed
  22. Usability Tips for Newsroom
    • Easy to find contact info
    • Segment news types, topics
    • Segment media/content types: video, podcast, images, webinar, white paper
    • Exec bios and images
    • RSS subscription (and RSS to Email)
    • Site search
    • Social news/bookmark options for resources
    Usability Tips for Newsroom
    • Press Release
    • Blog Online Newsroom
    • Social Media Relations
    3 SEO Tactics for PR
    • Blogs
    • Twitter
    • StumbleUpon
    • Del.ici.ous
    • LinkedIn
    • Facebook
    Use technology to help build relationships
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Identify most
    • Influential bloggers
    • based on:
    • Posts
    • Comments
    • Links
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Measurement Tools:
    • Radian6
    • Collective Intellect
    • BuzzLogic
    • Blogpulse
    • Keotag
    • RSS Search Results
    • - news
    • blogs
    • forums
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Short term/permanent
    • Blogs
    • Syndication
    • Repurpose pickups “Publicize your publicity to go viral" Aaron Wall
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Social Media Analytics
    • Pickups and Links
    • Traffic and Conversions
    3 Ways to Measure
    • Wire service metrics
    • Web analytics
    • Google and Yahoo alerts
    • Monitor blog search engines (via RSS)
    • Embed tracking codes in the links from the release to the landing page to track conversions
    • Social media analytics, blogger conversations
    Measure Success
    • Identify PR content to optimize
    • Match purpose to measureable outcomes
    • Tactics: Release, Newsroom, Social Media Relations
    • Measurement: Social Media, Links, Conversions
    Takeaways
  34. Thank You!
    • Lee Odden
    • [email_address]
    • toprankblog.com
    • 1-877-872-6628

Lee OddenLee Odden, 2 years ago

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