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Using Online News to Drive SEO
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Using Online News to Drive SEO

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Webinar slides from 03/18/09. There are opportunities to gain advantage from optimizing content according to it’s purpose or goals. In the case of news content, make it easy for consumers and......

Webinar slides from 03/18/09. There are opportunities to gain advantage from optimizing content according to it’s purpose or goals. In the case of news content, make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer. That means understanding the difference in search behaviors for consumers vs journalists and analysts doing research on companies/individuals.

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  • 1. Using News to Drive SEO 03/18/09 @leeodden TopRank Marketing .com TopRank Blog .com
  • 2. Presenter: Lee Odden
    • CEO, TopRankMarketing.com
    • An industry leader in strategic Internet marketing consulting, training and implementation services
    • 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.
  • 3. Public Relations SEO Digital PR
  • 4.
    • Google 63%, Yahoo 21%, MSN 8.5% , AOL 3.9%, Ask 3.7%
    • Source: Jan 2009 comS, e http://www.comscore.com/press/release.asp?press=2729
    Fish Where the Fish Are
  • 5. 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
  • 6. 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
  • 7. The Search for News
    •  ” I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.”
    • David Meerman Scott, #1 Best-Selling author of “ The New Rules of Marketing and PR"
  • 8.
    • Sample survey of tech/marketing writers, editors & reporters
    TopRank Journalist Survey
  • 9.
    • 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
  • 10.
    • 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
  • 11. How Journalists Use Search
    • “ I was stumped recently when given 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
  • 12.
    • “ I was writing a column about the planned partnership between Google and Yahoo.”
    •  
    • “ I tracked down potential sources first using Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute.”
    •  
    • “ While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.”
    Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
  • 13.
    • 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
  • 14.
    • Most SEO efforts optimize for lead/sales generation
    Features Benefits Buy! G o o g l e Customer Searcher
  • 15.
    • News optimization focuses on a different audience and outcome
    Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e
  • 16. PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
  • 17.
    • If it can be searched on, it can be
    • Optimized
  • 18.
    • How can web marketers take advantage of efficient SEO and PR tactics?
    • Press release optimization
    • Online newsroom optimization
  • 19.
    • Research Keywords
    • Optimize Content
    • Call to Action
    • Landing Pages
    • Post to Newsroom
    • Pitch to media
    • RSS
    • Wire Service Distribution
    • Measure Success
    Press Release Optimization
  • 20.
    • 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
    Optimization Tips
  • 21. 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.
  • 22. Meta Data
  • 23. Where to Use Keywords
    • Title tags
    • Page titles
    • Categories
    • Body copy
    • Anchor text links
    • Tags
    • Image, Video alt text
    • URLs
  • 24.
    • Press Release Metrics
    • Google & Yahoo News inclusion
    • Page views/impressions
    • Media & blog pickups
    • Inbound links
    • Social bookmarks
    • Keyword rankings
    • Corporate site traffic
    • Conversions: Sales/PR
  • 25.
    • Distribute release via SEO savvy wire service
    • PRWeb.com
    • PRNewswire.com
    • BusinessWire.com
    • Marketwire.com
    • Primenewswire.com
  • 26.
    • Link Building & Content
    • Post to newsroom 1 st !
    • 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
  • 27.
    • 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 chann els
    Why Optimize A Newsroom?
  • 28.
    • Announcements
    • Press Releases
    • Images
    • Video
    • Blog/RSS
    • Media Coverage
    • Case Studies
    • Microcontent
    Optimize & Promote Digital Asset Optimization: News
  • 29. 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
  • 30.
    • 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
    Newsroom Features/Content
  • 31.  
  • 32.  
  • 33.  
  • 34.
    • 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
  • 35. SEO Isn’t Optimizing Parts
  • 36. SEO Is Holistic
  • 37. Consumers Journalists PR SEO Keyword Glossary Corporate Web Site Optimization Sales Media Coverage Newsroom Releases Newsletters White Papers Case Studies Products Services Demo Freemium Sales/Offer
  • 38.
    • Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
  • 39.
    • 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:
  • 40.
    • Thank You
    • @leeodden
    • TopRank Marketing .com
    • TopRank Blog .com