Leveraging SEO for PR/ Press Releases and Crises Management

1. How Communicators Use
SEO Tactics to Raise the
Search Ranking of Their
Content
@aharis
#PRNews | @aharis Big 4 Social Media Conference

2. Page
2
Agenda
 Leveraging SEO for PR
 Press Releases
 Images and Video
 Crisis Management
 Long-term support
 Engaging the SEO Team
#PRNews | @aharis Big 4 Social Media Conference

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3
Content Optimization – Press Releases
Official Press Release Articles From Google Results
Press releases are seen and picked up by multiple
digital and traditional outlets
#PRNews | @aharis Big 4 Social Media Conference

4. Page 4
Content Optimization
How Optimized Press Releases Increase Visibility and Site Traffic
~8K April/May Views ~4K April/May Site Visits
Posted Press Release Hyperlinked WDW Page
Source: WP JetPack and Adobe Omniture
#PRNews | @aharis Big 4 Social Media Conference

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Content Optimization – Press Releases
SEO team can help optimize
hyperlinks for press releases:
 Linking is most effective in the
first paragraphs
 Link to specific landing and
detail pages instead of
homepage
 Use descriptive link text - avoid
“click here”, “free offer”etc.
 Helps increase traffic to Disney
sites as well as the news sites
# 1 - Hyperlinks - Add Links to Other Relevant Disney Sites
#PRNews | @aharis Big 4 Social Media Conference

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6
Content Optimization – Press Releases
 Choose and Insert 2‐3 keywords or key phrases
 First 2 paragraphs or 250 words
 Image alt text/caption
 Headlines
 Concise clear headline without jargon is the
SINGLE MOST IMPORTANT factor for SEO
 Important keywords at the beginning
 Use clear and precise language
 Syndicators are more likely to use headlines
they do not need to edit
 Consider a sub‐headline
 Great place to add keywords not in title
#PRNews | @aharis Big 4 Social Media Conference

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7
Content Optimization : Images and Videos
Source: PR Newswire
Related Media and Images
 Include dynamic and related media
whenever possible
Insert keywords into captions
near the images
+77%
+48%
+20%+14%
Text Only +Photo +Video +Photo & Video +Photos,
Video
& Other
Media
Press Releases
more rich media = more views
#PRNews | @aharis Big 4 Social Media Conference

8. Leveraging SEO for PR
Positioning for Success
During a Crisis

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9
Crisis Management
Create new content to overtake search results.
 Use brand name and industry keywords
 Create continuous fresh content
 Avoid using keywords the brand should not be associated
with
 Utilize multiple searchable social channels
 Give guests a reason to interact and generate positive
content for the brand
SEO
Search Page Domination
#PRNews | @aharis Big 4 Social Media Conference

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10
Crisis Management
Example of “Search Page Domination”
 Paid ad in first position
 Official web site ranks first
 Google news listing
 News site listed
 Social media sites display on
page one
 Knowledge graph displays
name, logo and social media
profiles
Paid Ad
Official
Site
Knowledge Graph
News Site
FB Page
Google
News
#PRNews | @aharis Big 4 Social Media Conference

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Crisis Management
 While paid search played a
major role in managing the
response, SEO tactics were
implemented to support
long-term success
 SEO should be an integral
and immediate strategy
when developing a crisis
management campaign
Case Study : Disneyland Measles Campaign
SEO supported a paid search campaign that launched in January:
Consumer Searches for Measles
#PRNews | @aharis Big 4 Social Media Conference

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Crisis Management – Poor Execution
Legal ads, no
Carnival ads
Lost Trust
Passenger
Complaints
Lawsuit news
Carnival Page
Lawsuit news
#PRNews | @aharis Big 4 Social Media Conference

13. Page
13
Crisis Management – Better Execution
Toyota ad on top
Lawyer ad
Lawyer ad
Competitor ad
Lawyer ad
Competitor ad
Competitor ad
Competitor ad
Lawyer ad
Competitor ad
Brand news room
Brand recall page
Negative news
Negative news
Negative news
#PRNews | @aharis Big 4 Social Media Conference

14. Engaging the SEO Team

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15
When to Involve the SEO Team
Blog/Press
Release
Blog/Press
Release
VideoVideo
New SiteNew Site
Public
Affairs
Public
Affairs
If you are working on a press release, blog post, video post, public
affairs or PR campaign, or new web site, contact the SEO team.
Before Submitting to
Legal
Immediately for
Crisis Management
Before Going Live
Wireframes, Development, and
Post Launch
#PRNews | @aharis Big 4 Social Media Conference

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Summary / Key Takeaways
 PR Optimization
 Content Optimization
 Headlines
 Hyperlinks
 Videos
 Crises Engagement
 Engage Early
 Engage the SEO team to ensure that best practices for
search are being implemented:
#PRNews | @aharis Big 4 Social Media Conference

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Thank you!
@aharis
https://www.linkedin.com/in/aharis/