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Slide 1: Pubcon 2007 SEO + PR Tactics & Measurement Lee Odden - CEO TopRank Online Marketing toprank.org 1-877-872-6628 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 2: Walk the Talk ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 3: ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 4: Agenda • Why optimize news? • 3 SEO tactics for PR • 3 ways to measure ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 5: Why Optimize News? 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 research corporate and other news online 24 hours a day.” * Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 6: 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 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 7: 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 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 8: Information Consumption • Standard search • News search • Blog search • Image, video, audio search • Local search • Search within social networking sites • Personalzed and universal search ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 9: New PR Model Pull = SEO Push Pull • Newswire • Standard Search • RSS • News Search • Pitching/Blogger Relations • Blog Search • Social Media Engagement • Media Search ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 10: Why Optimize News? If it can be searched on, it can be Optimized ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 11: Why Optimize News? Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 12: PR Content to Optimize • 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 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 13: PR Content to Optimize On Site Off Site • Press Releases • Social media profiles (Twitter, Stumbleupon, • Online Media Room Delicious) • Blog • Social networking profiles (LinkedIn, Facebook) • Blog ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 14: PR Content to Optimize Inventory Assets – Match with Channels Digital Assets Channels of Promotion Text Standard Search Engines Images Flickr Audio Odeo Video YouTube RSS Technorati Mobile Mobile Search Engines Local Superpages News Newswire, News Search Widgets Blogs Products ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 15: 3 SEO Tactics for PR Press Release SEO Blog Online Newsroom Social Media Relations ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 16: Press Release SEO Tips 1. Start with Outcomes in Mind 2. Keyword Research 3. Release Optimization 4. Landing Pages 5. Post to Newsroom 6. RSS 7. Wire Service Distribution 8. Measure Success ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 17: Start with Outcomes Match Purpose with Metrics • Page views/impressions • Media pickups • Blog pickups • Links • Rankings • Traffic • Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 18: Landing Page ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 19: Wire Services Distribute release via SEO savvy wire service • PRNewswire.com • BusinessWire.com • PRWeb.com • Marketwire.com • Primenewswire.com ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 20: 3 SEO Tactics for PR Press Release Blog Online Newsroom Social Media Relations ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 21: Blog Online Newsroom • Blog software • Press releases • Media coverage • Events • Keyword optimized • Anchor text links • Keyword categories • RSS Feed ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 22: Usability Tips for Newsroom ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 23: 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 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 24: 3 SEO Tactics for PR Press Release • Blogs Blog Online Newsroom • Twitter • StumbleUpon Social Media Relations • Del.ici.ous • LinkedIn • Facebook Use technology to help build relationships ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 25: 3 Ways to Measure Social Media Analytics Pickups and Links Traffic and Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 26: 3 Ways to Measure Social Media Analytics Pickups and Links Traffic and Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 27: 3 Ways to Measure Social Media Analytics Pickups and Links Identify most Influential bloggers Traffic and Conversions based on: • Posts • Comments • Links ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 28: 3 Ways to Measure Measurement Tools: Social Media Analytics Pickups and Links Radian6 Collective Intellect Traffic and Conversions BuzzLogic Blogpulse Keotag RSS Search Results - news - blogs - forums ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 29: 3 Ways to Measure • Short term/permanent Social Media Analytics • Blogs Pickups and Links • Syndication Traffic and Conversions • Repurpose pickups “Publicize your publicity to go viral" Aaron Wall ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 30: 3 Ways to Measure Social Media Analytics Pickups and Links Traffic and Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 31: 3 Ways to Measure Social Media Analytics Pickups and Links Traffic and Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 32: Measure Success • 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 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 33: Takeaways • Identify PR content to optimize • Match purpose to measureable outcomes • Tactics: Release, Newsroom, Social Media Relations • Measurement: Social Media, Links, Conversions ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Slide 34: Thank You! Lee Odden seo@toprank.org toprankblog.com 1-877-872-6628 ©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary SEO information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.