Top Ten SEO Tips for PR Professionals Lee Odden, CEO TopRankMarketing.com @leeodden

Top Ten SEO

Tips for PR

Professionals

TopRank Marketing .com Digital Marketing Agency SEO, Social Media, Online PR Consulting, Implementation, Training

Digital Marketing Agency

SEO, Social Media, Online PR

Consulting, Implementation, Training

Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.

Definition of SEO:

Content Links SEO

Search Engine Market Share Google 63.7% Yahoo! Sites 20.5% Microsoft Sites 8.3% Ask Network 3.8% AOL 3.7% Source: comScore April 2009

Google 63.7%

Yahoo! Sites 20.5%

Microsoft Sites 8.3%

Ask Network 3.8%

AOL 3.7%

Source: comScore April 2009

Google makes a copy of the web Information is collected Information is organized (index) Index is stored on servers world-wide How Google Works

Google makes a copy of the web

Information is collected

Information is organized (index)

Index is stored on

servers world-wide

User searches User location/login id’d Words matched with index Returns matching docs Docs are sorted (ranked) as search results Customized by location/history How Google Works Image from Google.com

User searches

User location/login id’d

Words matched with index

Returns matching docs

Docs are sorted (ranked)

as search results

Customized by location/history

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

And the magic answer is….. It depends! SEO Tactics – One Thing

And the magic answer is…..

It depends!

Google uses 200+ “signals” to sort search results A handful could sabotage an entire site’s search visibility SEO Tactics – One Thing

Google uses 200+ “signals” to

sort search results

A handful could sabotage an entire site’s search visibility

Issue: Many pages not ranked Problem: Robots.txt file blocking bots Solution: Update ONE file SEO Tactics – One Thing

Issue:

Many pages not ranked

Problem:

Robots.txt file blocking bots

Solution:

Update ONE file

Issue: Needed better search rankings Problem: Most Title tags duplicates Solution: Dynamically publish unique titles SEO Tactics – One Thing

Issue:

Needed better search rankings

Problem:

Most Title tags duplicates

Solution:

Dynamically publish unique titles

Back to the magic answer ... Make sure the site is crawlable Remove barriers Navigation URLs HTML & XML sitemaps Talk to IT, Webmaster, SEO SEO Tactics – One Thing

Back to the magic answer ...

Make sure the site is crawlable

Remove barriers

Navigation

URLs

HTML & XML sitemaps

Talk to IT, Webmaster, SEO

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

PR Tactics That Affect SEO If content can be searched on, it can be optimized

Press releases Letters to the editor Online newsrooms Media kits Corporate blogs White papers Webinars/demos Newsletters Real world interviews published digitally PR Tactics That Affect SEO

Press releases

Letters to the editor

Online newsrooms

Media kits

Corporate blogs

White papers

Webinars/demos

Newsletters

Real world interviews published digitally

Take inventory of the content you publish digitally – in all formats Include keyword optimization in content planning, creation and publishing PR Tactics That Affect SEO

Take inventory of the content you

publish digitally – in all formats

Include keyword optimization in content planning, creation and publishing

Announcements Press Releases Images Video Blog/RSS Media Coverage Social News/Bookmark Optimize & Promote News Content Digital Asset Optimization

Announcements

Press Releases

Images

Video

Blog/RSS

Media Coverage

Social News/Bookmark

PR Tactics That Affect SEO

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

SEO: Long term Part of content process Contingent on content and links over time PPC: On demand Pay to play – pay more to scale Alternative & complimentary to natural Listings PPC vs SEO for PR

SEO:

Long term

Part of content process

Contingent on content and links over time

PPC:

On demand

Pay to play – pay more to scale

Alternative & complimentary to natural Listings

PPC for Search Reputation PPC vs SEO for PR

PPC for Search Reputation

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Keyword phrases are the core of search Create a keyword glossary Brainstorm phrases Use a keyword research tool Find popularity & variations Choose the Best Keywords

Keyword phrases are the core of

search

Create a keyword glossary

Brainstorm phrases

Use a keyword

research tool

Find popularity

& variations

Free Keyword Research Tools Google Keyword Tool Google Insights Google Trends SEO Book keyword tool Choose the Best Keywords

Free Keyword Research Tools

Google Keyword Tool

Google Insights

Google Trends

SEO Book keyword tool

Paid Keyword Research Tools WordTracker Keyword Discovery Compete.com SEMRush.com Choose the Best Keywords

Paid Keyword Research Tools

WordTracker

Keyword Discovery

Compete.com

SEMRush.com

Structure of a Keyword Glossary Categories Primary phrases Derivatives Permutations Popularity Relevance Competitiveness Choose the Best Keywords

Structure of a Keyword Glossary

Categories

Primary phrases

Derivatives

Permutations

Popularity

Relevance

Competitiveness

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Basics of on-page SEO Title tags Page titles Categories Body copy Anchor text links Tags Image alt text URLs

Title tags

Page titles

Categories

Body copy

Anchor text links

Tags

Image alt text

URLs

Content is reachable by “bots” Content is added often/periodically Content is organized logically – themes/categories Keywords exist in content and internal text links Monitor, adjust Basics of on-page SEO

Content is reachable by “bots”

Content is added often/periodically

Content is organized logically – themes/categories

Keywords exist in content and internal text links

Monitor, adjust

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Research Keywords Optimize Content Call to Action Landing Pages Post to Newsroom Pitch to media RSS Wire Service Distribution Measure Success Press Release Optimization

Research Keywords

Optimize Content

Call to Action

Landing Pages

Post to Newsroom

Pitch to media

RSS

Wire Service Distribution

Measure Success

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 (landing pages) Add media: images, podcast, video, pdf/word docs Press Release Optimization

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 (landing pages)

Add media: images, podcast, video, pdf/word docs

Press Release Optimization

Title tag : 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important location for keywords in a document used to rank web pages. Meta description : 10-25 word elaboration of the title tag. Used to describe the site in search results. NOT used for rankings., pdf/word docs Meta Data

Title tag : 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important location for keywords in a document used to rank web pages.

Meta description : 10-25 word elaboration of the title tag. Used to describe the site in search results. NOT used for rankings., pdf/word docs

Meta Data www.prnewsonline.com

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Blog software: WordPress, TypePad, Blogger.com Share/Save bookmarks Keyword categories Chronological archives Site search Subscribe RSS Feed Optimized for keywords SEO: Press releases, Media coverage, Events Cross link to related pages on main web site Newsroom Optimization

Blog software: WordPress, TypePad, Blogger.com

Share/Save bookmarks

Keyword categories

Chronological archives

Site search

Subscribe RSS Feed

Optimized for keywords

SEO: Press releases, Media coverage, Events

Cross link to related pages on main web site

Newsroom Optimization Top Ten Google Rankings digital impact news optimization social media roadmap digital marketing account manager

Top Ten Google Rankings

digital impact

news optimization

social media roadmap

digital marketing

account manager

Checklist Keyword research Title tags (dynamic AND hard coded) Keywords in categories Keywords in document titles, directory names, file names Social links: make it easy to bookmark and share Optimized RSS feed facilitates syndication Optimize digital assets: images, video and audio Optimize other other file formats: MS Office docs & PDF Newsroom Optimization

Checklist

Keyword research

Title tags (dynamic AND hard coded)

Keywords in categories

Keywords in document titles, directory names, file names

Social links: make it easy to bookmark and share

Optimized RSS feed facilitates syndication

Optimize digital assets: images, video and audio

Optimize other other file formats: MS Office docs & PDF

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Links “electrify” content in search Linking Building Pickups on blogs Syndication (RSS) Online newsroom Blog post Social bookmarks Bottom line: Package news that will travel Press Release Press Release Release Press Pickup News Room Pickup Blog Post Pickup Book mark Pickup Key Word Book mark

Links “electrify”

content in search

Pickups on blogs

Syndication (RSS)

Online newsroom

Blog post

Social bookmarks

Bottom line:

Package news that will travel

Link Building Earn links with great content Promote on social networks Link up with partners Cross link internally Embed links in news releases Social bookmark pickups

Earn links with great content

Promote on social networks

Link up with partners

Cross link internally

Embed links in news releases

Social bookmark pickups

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

SEO and Social Media Social media interactions create content Content can be optimized for search Text, video, images, audio Social web encourages participation: sharing, voting, commenting & linking Popular social content gets exposure & LINKS Content + Links = Search Engine Success

Social media interactions create content

Content can be optimized for search

Text, video, images, audio

Social web encourages participation: sharing, voting, commenting & linking

Popular social content gets exposure & LINKS

Content + Links = Search Engine Success

SEO and Social Media Tactics Twitter Strategy SocNet Video Blog News Goal Objectives Audience Search Engine Optimization

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

Measuring the Value of SEO

News wire service metrics Web analytics for landing pages and web site Google and Yahoo alerts Monitor blog search engines (via RSS) Press release landing page conversion tracking Social media monitoring Inbound links Pickups on blogs Pickups on other web sites Pickups on publications Rankings Measuring the Value of SEO

News wire service metrics

Web analytics for landing pages and web site

Google and Yahoo alerts

Monitor blog search engines (via RSS)

Press release landing page conversion tracking

Social media monitoring

Inbound links

Pickups on blogs

Pickups on other web sites

Pickups on publications

Rankings

Press Release – Product Offer Tracking codes in URLs Landing pages Conversion tracking Web analytics Newswire service reporting Measuring the Value of SEO

Press Release – Product Offer

Tracking codes in URLs

Landing pages

Conversion tracking

Web analytics

Newswire service reporting

Match analytics to the purpose Implement appropriate tools: Wire service reporting Web analytics Social media monitoring Measuring the Value of SEO

Match analytics to the purpose

Implement appropriate tools:

Wire service reporting

Web analytics

Social media monitoring

Show competitor social search visibility vs client/company Show competitor's news content ranking on standard search vs client/company Research a keyword glossary and run a ranking report on those phrases. Show the lack of search visibility Run a test of a few news items, take benchmark measurements then show progress Set keyword ranking goals and estimate cost to achieve the same goals with PPC. Then demonstrate the cost of organic search traffic vs PPC traffic Selling the Value of SEO

Show competitor social search visibility vs client/company

Show competitor's news content ranking on

standard search vs client/company

Research a keyword glossary and run a ranking report on those phrases. Show the lack of search visibility

Run a test of a few news items, take benchmark measurements then show progress

Set keyword ranking goals and estimate cost to achieve the same goals with PPC. Then demonstrate the cost of organic search traffic vs PPC traffic

1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

1. SEO tactics – if I could only do one thing...

2. PR tactics that affect SEO

3. When is PPC better than SEO for PR?

4. How to choose the best keywords?

5. Basics of on-page SEO

6. Press release optimization tips

7. Newsroom optimization tactics

8. Link building fundamentals

9. SEO and social media promotions

10. Measuring & selling the value of SEO

SEO is keywords/content and links Set goals Get trained/educated Test! Get help, short or long term 10 part series on SEO for Public Relations at: http://bit.ly/seo4pr Takeaways

SEO is keywords/content and links

Set goals

Get trained/educated

Test!

Get help, short or long term

10 part series on SEO for Public Relations at:

http://bit.ly/seo4pr

Thank You Lee Odden [email_address] Twitter: @leeodden TopRankBlog.com TopRankMarketing.com