SEO Public Relations: Tactics and Measurement Tools
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SEO Public Relations: Tactics and Measurement Tools - Presentation Transcript
- SEO + PR Tactics & Measurement Lee Odden - CEO TopRank Online Marketing toprank.org 1-877-872-6628 Pubcon 2007
- Walk the Talk
- Why optimize news?
- 3 SEO tactics for PR
- 3 ways to measure
- 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
- “ 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
- Easy for journalists researching stories to find you
- Expands branding footprint on the web
- Proactive search results reputation management
- Fuel sales pipeline
- Standard search
- News search
- Blog search
- Image, video, audio search
- Local search
- Search within social networking sites
- Personalzed and universal search
- New PR Model Push Pull
- Newswire
- RSS
- Pitching/Blogger Relations
- Social Media Engagement
- Standard Search
- News Search
- Blog Search
- Media Search
- If it can be searched on, it can be
- Optimized
- Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
- 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
- On Site
- Press Releases
- Online Media Room
- Blog
- Off Site
- Social media profiles (Twitter, Stumbleupon, Delicious)
- Social networking profiles (LinkedIn, Facebook)
- Blog
- Inventory Assets – Match with Channels
- Press Release SEO
- Blog Online Newsroom
- Social Media Relations
- Start with Outcomes in Mind
- Keyword Research
- Release Optimization
- Landing Pages
- Post to Newsroom
- RSS
- Wire Service Distribution
- Measure Success
- Start with Outcomes
- Match Purpose with Metrics
- Page views/impressions
- Media pickups
- Blog pickups
- Links
- Rankings
- Traffic
- Conversions
- Landing Page
- Distribute release via SEO savvy wire service
- PRNewswire.com
- BusinessWire.com
- PRWeb.com
- Marketwire.com
- Primenewswire.com
- Press Release
- Blog Online Newsroom
- Social Media Relations
- Blog Online Newsroom
- Blog software
- Press releases
- Media coverage
- Events
- Keyword optimized
- Anchor text links
- Keyword categories
- RSS Feed
- 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
- Press Release
- Blog Online Newsroom
- Social Media Relations
- Blogs
- StumbleUpon
- Del.ici.ous
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Identify most
- Influential bloggers
- based on:
- Posts
- Comments
- Links
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Measurement Tools:
- Radian6
- Collective Intellect
- BuzzLogic
- Blogpulse
- Keotag
- RSS Search Results
- - news
- blogs
- forums
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Short term/permanent
- Blogs
- Syndication
- Repurpose pickups “Publicize your publicity to go viral" Aaron Wall
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
- 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
- Identify PR content to optimize
- Match purpose to measureable outcomes
- Tactics: Release, Newsroom, Social Media Relations
- Measurement: Social Media, Links, Conversions
- Thank You!
- Lee Odden
- [email_address]
- toprankblog.com
- 1-877-872-6628
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