SEO, PR and our ever changing world
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SEO, PR and our ever changing world

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A presentation on the integration of SEO & PR and the future of communication.

A presentation on the integration of SEO & PR and the future of communication.

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  • Featured on ESPN Radio 1050, Pittsburgh Magazine, Pittsburgh Tribune-ReviewWorked on over 200 projects at WebpageFX
  • Today we’re going to talk about the Internet. I like to describe the Internet as our world without infrastructure.
  • When people first hear that, they think it’s a bad thing…infrastructure brings order and without it we have chaos.
  • Without infrastructure, nerds like this rule the internet.
  • Without infrastructure….pirates, hackers and other mal-intentioned rule the roost.
  • Without infrastructure…..real journalism gets replaced by pseudo news stories about Justin Bieber egging his neighbors house.
  • But a world without infrastructure brings so much more to the table than chaos. While some people think the Internet is a scary place, the Internet is really lots of cool things.
  • Without Infrastructure…..The Internet is the world’s largest and busiest library.
  • Without Infrastructure…..It’s the biggest and most crowded mall – minus the crowds of course
  • Without Infrastructure…..It’s a newspaper readable by anybody in the world at any time.
  • But a world without infrastructure brings so much more to the table than chaos. While some people think the Internet is a scary place, the Internet is really lots of cool things.
  • Featured on CNN, LA Times, ABC News, etc
  • No stylists, no editors, no models stomping down the runway: Just a kid in her room with a pile of shopping bags. IRead more: http://www.businessinsider.com/haul-teenage-youtube-shopping-star-bethany-mota-2014-1#ixzz2uX0gtsrb
  • 13 years old, uploads first video with a camera balanced on a stack of stuff. No stylists, no editors, no models stomping down the runway: Just a kid in her room with a pile of shopping bags. IRead more: http://www.businessinsider.com/haul-teenage-youtube-shopping-star-bethany-mota-2014-1#ixzz2uX0gtsrb
  • More Instagram followers than Vogue, Elle, Marie Claire, Glamour and Cosmopolitan
  • 13 years old, uploads first video with a camera balanced on a stack of stuff. No stylists, no editors, no models stomping down the runway: Just a kid in her room with a pile of shopping bags. IRead more: http://www.businessinsider.com/haul-teenage-youtube-shopping-star-bethany-mota-2014-1#ixzz2uX0gtsrb
  • In a nutshell, Bethany Mota is why the Internet is awesome. If 14 year old girls can grow a multi million dollar business using the Internet, social media and search, what can you do? What can your business do? What can your campaign do?
  • What does that mean exactly….in plain English? It depends who you ask.
  • What my friends think I do
  • What my parents think I do
  • What I think I do
  • Google Results
  • 41 most populous countries
  • Every person in PA typing in 39 never before searched queries every day
  • Search goes beyond typing something into Google….it’s changing the way our world views, interprets and consumes information
  • We used to find information like this
  • We used to find information like this
  • We used to find information like this
  • We used to find information like this
  • Increasing visibility when people are trying to find information
  • This is Google Analytics graph of search traffic
  • What I think I do
  • Search can deliver all of these…..search is measurable and search is free* CUSTOMERS ARE FINDING YOU
  • SEO industry has struggled at times to adapt…computer nerds like me are tasked with building relationships and…gasp..being real people
  • Marketplace and users dictate where we have to market. Good example: Facebook, YouTube, etc
  • The Internet gives us the most powerful tool in human history to communicate to the masses. SEO is a huge part of that. Time of unprecedented opportunity for communications professionals. iPhone only 7 years old
  • Measurable marketing
  • Measurable marketing
  • I grew up in Western PA so I call this drink pop
  • I grew up in Western PA so I call this drink pop
  • I grew up in Western PA so I call this drink pop
  • I grew up in Western PA so I call this drink pop
  • On days of big press mentions (television, newspaper), add a huge CTA on the site
  • Process – I publish a blog post once, make sure it’s optimized and promote it for a few weeks. Months later, it’s still getting eyeballs without me doing anything because it’s bringing in people via search engines
  • The Internet is our world without infrastructure…..the Internet is weird because we are all weird and unique and awesome.If you can communicate to people, you can communicate using the web and search is a huge part of that

Transcript

  • 1. SEO, PR and our ever-changing world
  • 2. Trevin @tjshirey
  • 3. Internet Our World Without Infrastructure
  • 4. No infrastructure = No overhead
  • 5. No infrastructure = opportunity
  • 6. You have more reach with a single tweet in 2014 than the world’s greatest newspapers had 30 years ago.
  • 7. 170 followers
  • 8. • zuckerberg
  • 9. • Chad hurley
  • 10. • Girl on youtube
  • 11. 5.4 million YouTube subscribers 2.5 million Instagram followers
  • 12. $480,000 per year
  • 13. If a high school girl is making millions posting videos about shopping trips… How can you use the Internet to power growth?
  • 14. 101 Easy Ways To -------Start Your Own------- YouTube Makeup Channel
  • 15. 101 Easy Ways To Start A YouTube Makeup Channel
  • 16. SEO (Search Engine Optimization) Why Search Matters
  • 17. What I Do Make it easier for people to find out about my clients using search.
  • 18. What My Friends Think I Do
  • 19. What My Parents Think I Do
  • 20. What I Think I Do
  • 21. What I Do Make it easier for people to find out about my clients using search.
  • 22. • Harrisburg Example
  • 23. Why Search?
  • 24. China India United States Indonesia Brazil Pakistan Nigeria Bangladesh Russia Japan Mexico Philippines Vietnam Ethiopia Egypt Germany Iran Turkey Democratic Republic of the Congo Thailand France United Kingdom Mali Dominican Republic Bulgaria Cambodia Zambia Senegal Zimbabwe Chad South Sudan Belgium Cuba Tunisia Guinea Greece Rwanda Czech Republic Somalia Portugal Haiti Benin Burundi Bolivia Hungary Sweden Azerbaijan Belarus Honduras Hong Kong 5,922,000,000 searches per day Yemen North Korea Ghana Mozambique Australia Taiwan Ivory Coast Syria Madagascar Angola Cameroon Sri Lanka Romania Burkina Faso Kazakhstan Niger Netherlands Chile Malawi Ecuador Guatemala Austria United Arab Emirates Israel Switzerland Italy Burma South Africa South Korea Colombia Spain Ukraine Tanzania Kenya Argentina Algeria Poland Sudan Uganda Canada Iraq Morocco Peru Uzbekistan Malaysia Saudi Arabia Venezuela Nepal Afghanistan Tajikistan
  • 25. 39x 500,000,000 queries/day have never been searched before
  • 26. People used to find information like this… • We used to find information like this
  • 27. ….and this.
  • 28. Now we are using search…
  • 29. …for everything.
  • 30. SEO = Increasing Visibility
  • 31. • Google search result example here SEO changes made to site
  • 32. SEO changes made to site
  • 33. SEO IN ACTION
  • 34. Ranking #1 for “boston lobster fishing”
  • 35. This keyword drives 5,000 visitors per year. 7% of those sign up to receive lobster. Each sign up has a lifetime value of $20,000 Search = business
  • 36. 350 new customers through search Total value: $7,000,000 Search = money
  • 37. What I Think I Do
  • 38. Revenue Impressions Phone Calls Downloads Purchases Leads
  • 39. Visibility Finding the sweet spot where SEO & PR meet
  • 40. Building relationships online, connecting with influencers, growing brand, earning media placements Online PR
  • 41. Search-friendly architecture, keyword-driven content, optimized meta tags SEO
  • 42. You can do an “OK” job with one or the other, but you can’t excel online without doing both.
  • 43. SEOs need PR to: Make our traffic matter Grow our online brands Earn mentions and placements online
  • 44. PRs need SEO to: Quantify and measure online efforts Increase online visibility through search Improve reputation management
  • 45. There were over 14 billion core searches in December vs. 285 million who watch TV in a given month.
  • 46. 72% of PR agencies now offer SEO Public Relations Consultants Association
  • 47. Web content creation is biggest client demand reported by PR agencies
  • 48. PR Goal SEO Goal Increase visibility Gain exposure
  • 49. Action Real, actionable ways to improve PR through SEO
  • 50. Optimize your online press releases*
  • 51. Bad: PNC launches “Save A Life” campaign Good: PNC announces breast cancer awareness campaign in Mechanicsburg Optimize your online press releases*
  • 52. Use descriptive page titles
  • 53. Bad: Find Perfect Home with Trevin’s Real Estate Good: Harrisburg PA Home Buying Tips From Trevin’s Real Estate Use descriptive page titles
  • 54. Aim for placements on high-traffic sites
  • 55. Free scorecard: OpenSiteExplorer.org Aim for placements on high-traffic sites
  • 56. Measure your campaigns in visits, conversions, leads and revenue, not impressions
  • 57. Measure your campaigns in visits, conversions, leads and revenue, not impressions
  • 58. Create new content to protect reputations
  • 59. Make your content easy to share
  • 60. Use keyword data to generate content ideas
  • 61. Use SEO to go after geo-targeted keywords via
  • 62. Google’s Keyword Planner Use SEO to go after geo-targeted keywords
  • 63. Google’s Keyword Planner Use SEO to go after geo-targeted keywords
  • 64. Google Adwords Keyword Planner Use SEO to go after geo-targeted keywords
  • 65. Tell people what to do
  • 66. Turn big press mentions into new leads
  • 67. Use your site to drive new business
  • 68. Start using Google+
  • 69. Gain long-term exposure to campaigns through search – for free!
  • 70. 45% visits 55% visits Residual web traffic – free exposure
  • 71. Make inbound marketing part of every campaign
  • 72. Quick PSA
  • 73. Marketing is hard
  • 74. YOU
  • 75. YOU (on a good day)
  • 76. End PSA
  • 77. SEARCH MARKETING
  • 78. SEARCH MARKETING LOW COST
  • 79. SEARCH MARKETING LOW COST SCALABLE
  • 80. SEARCH MARKETING LOW COST SCALABLE TARGETED
  • 81. THE INTERNET
  • 82. We are the Internet
  • 83. Search is how we navigate our world Search is how we navigate our world
  • 84. Questions? Slides available at TrevinShirey.com/PR