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Using Online News to Drive SEO

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TopRank Marketing Agency
TopRank Marketing Agency

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.

BusinessNews & Politics
1 of 40
Using News to Drive SEO 03/18/09 @leeodden TopRank Marketing .com TopRank Blog .com
Presenter: Lee Odden ,[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations SEO Digital PR
[object Object],[object Object],Fish Where the Fish Are
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
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
The Search for News ,[object Object],[object Object]
[object Object],TopRank Journalist Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
How Journalists Use Search ,[object Object],[object Object],Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
[object Object],[object Object],[object Object],[object Object],[object Object],Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
[object Object],Features Benefits Buy! G o o g l e Customer Searcher
[object Object],Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e
PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Press Release Optimization
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimization Tips
Meta Data ,[object Object],[object Object]
Meta Data
Where to Use Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Newsroom Optimization Pickup Wire Service Pickup Blog Post Pickup Book mark Pickup Blog Post Book mark
[object Object],[object Object],[object Object],Why Optimize A Newsroom?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimize & Promote Digital Asset Optimization: News
Online Newsroom ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Newsroom Features/Content
 
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Tactics That Affect SEO
SEO Isn’t Optimizing Parts
SEO Is Holistic
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
[object Object]
[object Object],[object Object],[object Object],Digital PR Takeaways:
[object Object],[object Object],[object Object],[object Object]

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Using Online News to Drive SEO

  • 1. Using News to Drive SEO 03/18/09 @leeodden TopRank Marketing .com TopRank Blog .com
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  • 3. Public Relations SEO Digital PR
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  • 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
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  • 16. PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
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  • 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
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