Successfully reported this slideshow.

PR 2.0: Shooting Fish in a Barrel


Published on

It\'s really not that hard to do PR in a whole new way, and the payoffs are incredible. Learn about the opportunities, tactics and outcomes of optimizing not just press releases but having a comprehensive online strategy for PR and media relations.

Published in: Business, News & Politics
  • Be the first to comment

PR 2.0: Shooting Fish in a Barrel

  1. 1. Shooting Fish in a Barrel: SEO for Press Releases Dana Todd Executive Vice President, SiteLab SEMPO Board of Directors Presented for: Online Marketing Summit
  2. 2. What is the “New PR”? <ul><li>Identifying the online opportunity </li></ul><ul><li>Using SEO tactics to increase visibility of press releases and news articles in news search engines </li></ul><ul><li>“ Pitching” social media and blogs along with traditional media channels </li></ul><ul><li>Leveraging feeds and other interactive technology to expand news coverage quickly and build links </li></ul><ul><li>Expanding success metrics to more than just number of “clippings” or pickups </li></ul>
  3. 3. The Opportunity <ul><li>Corporate communications professionals and PR agencies now have the ability to bypass traditional media “journalist/editor” pipeline </li></ul><ul><li>Go straight to the masses with your story via search engines and syndication </li></ul><ul><li>Journalists often set Google and Yahoo News Alerts on keywords – double whammy! </li></ul>
  4. 4. 95 million unique visitors visit online news sites each month Source: comScore Media Metrix, Dec. 2006
  5. 5. Press Releases are in News Search
  6. 6. Bloggers Are New “Editorial Targets” There are over 70 million blogs, 140 times more than 4 years ago!
  7. 7. Blogs Rival Mainstream Influence
  8. 8. Case Study: Christian Science Monitor <ul><li>With a compelling story and a broadcast deal with ABC News, the editors at The Christian Science Monitor knew their online multimedia package, “Hostage: The Jill Carroll Story,” would generate a lot of visitor traffic </li></ul><ul><li>But, even they were surprised by exactly how much and from whom… </li></ul>Case study courtesy SEO-PR (
  9. 9. Want Coverage? Get Visual <ul><li>90% of journalists say visuals are somewhat or very important to them </li></ul><ul><li>41% of journalists said that visuals could dictate their content </li></ul>Source: Bennett & Company 16th annual media survey, August 15, 2006 “ A release emailed with a jpg or tif file has a much better chance of making it into our newspaper.” - Tom Wharton, writer Salt Lake City Tribune
  10. 10. SEO-PR Posted Video to YouTube, added Multimedia to Release
  11. 11. They Pitched Bloggers & Mainstream Press
  12. 12. Generated 1,710 Stories + 393 Blog Posts for “Jill Carroll” Sources: Google News and Google Blog Search, Sept. 7, 2006
  13. 13. Record Traffic to <ul><li>450,000 unique visitors flooded site on Aug. 14 </li></ul><ul><li>New visitors: 7x the normal daily average! </li></ul><ul><li>Much of the visitor traffic came from CNN and Yahoo News, which provided excerpts of the series and links back to the newspaper’s web site </li></ul>Sources: Alexa, Sept. 7, 2006, and WebSideStory, Aug. 17, 2006
  14. 14. Biggest Surprise: One Blog = 3.4x More Traffic than! Sources: The Huffington Post, Aug. 15, 2006, ABC News, Aug. 14, 2006
  15. 15. Strategy: 11-part Series <ul><li>Series included Podcasts, Videos and Image Galleries </li></ul><ul><li>Page views broke the 1 million mark 1 st day and soared to over 1.5 million page views on 2 nd day </li></ul><ul><li>The multimedia series proved extremely sticky, with 65% of visitors finishing each multi-page story, up to 5 pages </li></ul>Sources: Alexa, Sept. 7, 2006, and WebSideStory, Aug. 17, 2006
  16. 16. Generated 4,081 new links from 763 additional blogs Source: Technorati, Sept. 8, 2006
  17. 17. 4 Months Later…
  18. 18. WOW! How Do I Get Some? <ul><li>Start by “optimizing” your press releases with keywords in primary fields and body copy </li></ul><ul><li>Map a keyword strategy over time, like an editorial calendar </li></ul><ul><li>Add photos and multimedia where possible </li></ul><ul><li>Use feeds and wire services for distribution </li></ul><ul><li>Use social/viral mechanisms to promote the news (Digg,, RSS feeds, etc.) </li></ul>
  19. 19. “ SEO PR” is Easy to Do <ul><li>Conduct keyword research </li></ul><ul><li>Include target terms in headline and first few sentences </li></ul><ul><li>Add hyperlinks inside the release (hyperlink keywords wherever possible) </li></ul><ul><li>Use press release distribution service </li></ul><ul><li>Measure results of campaign </li></ul>
  20. 20. Link Building with PR <ul><li>Not all wire services support hyperlinks in releases, and some may strip formatting </li></ul><ul><li>Buy “online distribution” circuits </li></ul><ul><li>Hyperlink a few keyword phrases in the document </li></ul><ul><li>Don’t spam! Penalties do occur </li></ul><ul><li>Use a few different wire services </li></ul><ul><li>Use an RSS feed to enable fast link population (most wire services also provide their own feed) </li></ul>
  21. 21. Advanced Concepts
  22. 22. Keyword Seasonal Planning <ul><li>Map a “flight plan” of your keyword strategy </li></ul><ul><li>Anticipate future news triggers by reading editorial calendars and knowing your industry seasonality </li></ul>Campaign January February March April SEM keywords -Search marketing -Search engine optimization -Search engine marketing -SEM -Google -Yahoo Trade shows -Online marketing summit -OMS <ul><li>SES NY </li></ul><ul><li>-Search engine strategies </li></ul>-Adtech -Ad:tech -Ad-tech
  23. 23. Social Media Newsroom Template Courtesy Shift Communications
  24. 24. PR 2.0 News Release Template Courtesy Shift Communications <ul><li>New movement to change the press release format </li></ul><ul><li>Breaks down release into more journalist-friendly components: </li></ul><ul><ul><li>Bulleted highlights </li></ul></ul><ul><ul><li>Approved quotes </li></ul></ul><ul><ul><li>Boilerplates </li></ul></ul><ul><li>Includes snap-ons for multimedia and social media </li></ul><ul><li>Already in use ! </li></ul><ul><li>Shift Communications created open-source template </li></ul>
  25. 25. Measurement in PR <ul><li>Use tracking software to track clicks to conversions </li></ul><ul><li>Social media metrics count! Provide to client/boss </li></ul><ul><li>Use Feedburner, Technorati and link measurement tools to get before & after benchmarks </li></ul><ul><li>Set a Google News alert and Yahoo News alert on your keywords to watch for pickups/blog comments </li></ul><ul><li>Measure ENGAGEMENT – the real value of PR </li></ul>
  26. 26. SiteLab is a full-service Interactive Agency. We develop, manage & promote Web sites to bring integrated marketing success to medium and large companies around the globe. San Diego - New York