Even when time is in short supply, you can still add SEO best practices to press releases and client content.

1. © 2018 Hotwire. All rights reserved. CONFIDENTIAL.
Hotwire’s Jennifer Sricharoenchaikit
ClickZ / Search Engine Journal’s Clark Boyd
February 6, 2018
7 MINUTE
SEO HACKS TO
ONLINE CONTENT

2. YOURS TRULY
BROUGHT TO YOU BY
Hotwire’s Jennifer Sricharoenchaikit ClickZ / Search Engine Journal’s Clark Boyd

3. CLIENTS WANT
CLICK-THROUGHS
TO THEIR SITE

4. REPORTERS WANT
ENGAGING, STICKIER
STORIES

5. AGENDA
SEO hacks for press releases / online content
Why SEO matters from a reporter’s point of view
Recap + resources
Q&A

6. “EVERY SENTENCE IS A PROFIT CENTER”
-- NEW YORK TIMES EDITOR

7. 7 MINUTE
SEO HACKS
FOR ONLINE
CONTENT

8. Headlines
• First eight words; 67 characters
• Subheads are powerful
• Use a tool like Ubersuggest to get
ideas
First paragraph
• Anything trending; third party research
• Text formatting
Content
• Fresh
• Images /multimedia increase your
release's reach in search engines
SEO HACKS FOR ONLINE CONTENT
THINK LIKE A SEARCH ENGINE

9. Add meaningful links
• Relevant and succinct
Don’t over do it
• Every 99 words, with relevant URL
• Over abundance will kill link authority
Ask clients for unique pages
• Exec bios
• Product landing pages
• Customer case studies
• Related blog content
SEO HACKS FOR ONLINE CONTENT
ANCHOR TEXT

10. Key words
• Get them from your client
Hover text, captions, social posts
• Include appropriate key words and URLs
and/or trending hashtags as appropriate
Tags
• Include appropriate key words
• Max out real-estate
SEO HACKS FOR ONLINE CONTENT
I HEART METADATA

11. WHY IT
MATTERS
FROM A
REPORTER’S
PERSPECTIVE

12. WHY IT MATTERS FROM A REPORTER’S PERSPECTIVE
TRENDING TOPICS
• Reporters need a constant
stream of content.
• Google’s index can now
cache and serve content in
results pages almost
instantly.
• Reporters that use AMP will
see the greatest benefits.
https://trends.google.com/trends/

13. • Content that gets shares
doesn’t always get links.
• It is worth analyzing the
content format
(text/image/video) that gets
shares on different social
networks.
• Content that gets links tends
to be a long-term resource or
something completely unique.
SEO HACKS FOR ONLINE CONTENT
POPULAR CONTENT (SOCIAL AND/OR LINKS)
https://app.buzzsumo.com

14. Domain Authority
• More links means more SEO authority.
Popular posts
• Identify topics that have performed
well for competitors, but that this
reporter has not covered.
Update old-but-popular posts
• A successful ‘quick-win’ tactic is to re-write
an old post with fresh information. Google
loves fresh content.
WHY IT MATTERS FROM A REPORTER’S PERSPECTIVE
COMPETITOR RESEARCH
https://moz.com/researchtools/ose/

15. RECAP &
RESOURCES

16. • HubSpot, “What is SEO?”
• HubSpot, “20 SEO Myths to Leave Behind in 2018”
• Yext, “A Better Way to SEO”
• Moz, “How to Rank in 2018: SEO Checklist”
• SEJ, “Visual Content that Gets Social Shares”
• Backlinko, “How to do Copywriting for SEO”
• Darryl Sparey’s, “Everything you ever wanted to know about SEO but were
afraid to ask”
SEO AND HOW TO IMPROVE IT
HOTWIRE RESOURCES

17. QUESTIONS?
You’ve been great!

18. THANK YOU
FOR LISTENING
Hotwire’s Jennifer Sricharoenchaikit
ClickZ / Search Engine Journal’s Clark Boyd
February 6, 2018