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Why PR needs SEO


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Why PR needs SEO

  1. 1. Why SEO is Your Edge in PR Dominic Litten - Chief Nerd, Point to Point
  2. 2. About Me <ul><li>Interactive Marketing Manager at Point to Point </li></ul><ul><li>Public Relations and SEO background </li></ul><ul><li>I speak really, really fast (sorry) </li></ul>
  3. 3. How does this affect me? <ul><li>I love me some me. </li></ul>
  4. 4. We’re all clear right? <ul><li>What is SEO? </li></ul>
  5. 5. SEO, kind of a big deal. <ul><li>The intersection of need and want. </li></ul>
  6. 6. Why should I care? <ul><li>Newsflash: You’re not a snowflake. </li></ul>
  7. 7. This is Snoresville, USA <ul><li>Fine. Marketing is changing hourly. Are you? </li></ul>
  8. 8. Why SEO? <ul><li>High ranking = Automatic street cred. </li></ul>
  9. 9. Why SEO? <ul><li>Journalists need to be hit over the head. </li></ul>
  10. 10. Why SEO? <ul><li>Increases your content’s expiration date. </li></ul>
  11. 11. Why SEO? <ul><li>Online reputation management </li></ul>
  12. 12. Why SEO? <ul><li>Do more for clients and yourself. </li></ul>
  13. 13. Where do I start? <ul><li>Control what you can control. </li></ul>
  14. 14. Where do I start? <ul><li>Set your goals. </li></ul>
  15. 15. Where do I start? <ul><li>Google’s algo has more than 200 variables. </li></ul>
  16. 16. Where do I start? <ul><li>Understand your keyword universe. </li></ul>
  17. 17. Where do I get keywords? <ul><li>Existing search traffic. Duh. </li></ul>
  18. 18. Where do I get keywords? <ul><li>Your competitors. </li></ul>
  19. 19. Where do I get keywords? <ul><li>Locality. </li></ul>
  20. 20. Where do I get keywords? <ul><li>Keywords tools. </li></ul>
  21. 21. Where do I start? <ul><li>Get client’s site in order. Yesterday. </li></ul>
  22. 22. Where do I start? <ul><li>Develop a content plan. We want updates. </li></ul>
  23. 23. Where do I start? <ul><li>Start going offsite. </li></ul>
  24. 24. Ethics: That’s not cool. <ul><li>Don’t lie about your capabilities. </li></ul>
  25. 25. Ethics <ul><li>Don’t spam to move the needle. </li></ul>
  26. 26. Ethics: That’s not SEO. <ul><li>Checking SEO box on PR Newswire </li></ul>
  27. 27. Ethics: That’s not SEO. <ul><li>Slapping SEO “software” on client site. </li></ul>
  28. 28. Quick tips. <ul><li>Onsite > Offsite. Everytime. Twice on Sundays. </li></ul>
  29. 29. Quick tips. <ul><li>Test your theories. Always. </li></ul>
  30. 30. Quick tips. <ul><li>Determine calls to action for all SEO-functions. </li></ul>
  31. 31. What You Need To Do <ul><li>Get cracking. </li></ul>
  32. 32. What You Need To Do <ul><li>Get thirsty for learning. </li></ul>
  33. 33. Uh oh… <ul><li>Now what? </li></ul>
  34. 34. Thank You <ul><li>Find me: @djlitten </li></ul>