The Not-So-Odd Couple: PR and SEO

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  • The Not-So-Odd Couple: PR and SEO

    1. 1. The Not-So-Odd Couple: The Union of PR & SEO Ashley Halberstadt & Halie Davila DigitalRelevance
    2. 2. Today You Will Learn: • An introduction to media relations • Alternatives to a press release, and whether or not they are relevant to SEO • A brief history of SEO basics • How PR and SEO work together for the best results
    3. 3. About Us: Ashley Halberstadt • Director of Digital Media Relations • Agency background – B2B and B2C Halie Davila • Client Campaign Manager • SEO Content Strategy
    4. 4. Agenda: • • • • • • • • Guest posts vs. editorial coverage How to pitch the media Press releases for PR Press releases for SEO Nofollow links Introduction to SEO SEO post-Panda and Penguin updates A look at SEO today
    5. 5. Brand Awareness • Brand awareness now impacts SEO • Users more likely to click on your company in search results if they have seen it before • How? Enter PR strategies and tactics
    6. 6. Intro to Media Relations: • Guest Posting vs. Editorial Coverage • Pitching the Media • Press Releases • Social Media
    7. 7. Guest Posts vs. Editorial Coverage: • Guest Posting • SEO tactic to earn links for client keywords • Smaller, low-traffic sites • Editorial Coverage • ―Earned Media‖ – not crafting the article yourself • Larger sites, high traffic • Paid writers/staff – less frequent contributed posts • Bylined Articles • PR tactic, similar to guest posting • Transparency about who you are and the goal of the article
    8. 8. Pitching the Media: • Things to remember: • Media are people, too • What value do you provide? • You aren’t the only one pitching them • Show knowledge of their work • Past coverage doesn’t earn new coverage
    9. 9. Pitchwich: Bread slice: Greeting/Relevant tie-in (problem) Why are you sharing this info? Condiment: Introduction of product/service (solution) How the client relates to greeting, a one-sentence statement of who/what the product/service is
    10. 10. Pitchwich, Cont’d Meat: Key details on client’s product/service Key info on the client, including details that separate it from any competition Bread slice: Closing and call-to-action Final statement on client, offer interview, product sample, additional information and/or images
    11. 11. Press Releases: • • • Never the only form of outreach Offer as a source of additional information Don’t send unsolicited attachments Alternatives: • • Blog post Social channels
    12. 12. Press Releases Do Not Equal SEO • No Follow Links • "Nofollow" provides a way for webmasters to tell search engines • "Don't follow links on this page" or "Don't follow this specific link" • Is it newsworthy? • Did something big happen? • Does your audience NEED to know this? • Purpose: SEO vs. PR • SEO = higher rankings and search visibility • PR = to provide valuable information to an audience
    13. 13. ―Now, when you do press releases, it might get your Web site in front of the eyes of bloggers, reporters and others, where what they write or link to may have an impact on your rankings. But the links within the releases themselves, Google says—they won't benefit your rankings.‖ - Matt Cutts, head of Google Web Spam Team
    14. 14. If you’ve been using press releases for SEO, you might be feeling like this right now…
    15. 15. A Brief Intro To SEO The Big 3 • Architecture • Website architecture is an approach to the design and planning of websites that involves technical, aesthetic and functional criteria • Link Building • Link building describes actions aimed at increasing the number and quality of inbound links to a page • Content • Any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers
    16. 16. Pre-2011 • Link Building • forum comments, spam – old school SEO • earned media, social – new age SEO • Architecture • How a site is built: URLs, HTML, interlinking, redirecting, robots.txt, alt-text, etc.
    17. 17. Post-Penguin & Panda • Content Marketing • NO MORE KEYWORD STUFFING • Writing for real people (not just search engines) • Long-tail keyword optimization • The perfectly optimized page • Social Media • User behavior • Zero moment of Truth • Brand Authority
    18. 18. Today!
    19. 19. Digital Relevance for Deserving Brands • It’s not just about onsite content and links anymore • It’s about being truly relevant and useful for users
    20. 20. Move The Needle
    21. 21. Move the SEO Needle Begin flexing your SEO arm by implementing SEO best practices to Press Releases hosted on your site. • Change links to ―no-follow‖ within existing press releases hosted on your site • Do this for releases from the past six months to a year Move The Needle
    22. 22. Key Takeaways • • • • A better understanding of PR How to craft a solid email pitch When a press release is appropriate Alternative ways to share news outside of a press release • A brief introduction to SEO practices • A history of SEO evolution • Why SEO matters to PR and vice versa
    23. 23. Thank You! Learn more at www.onlinemarketinginstitute.org

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