SEO for News Search and PR


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Digital PR strategy overview: how to find great keywords to capture awareness through news search, and how to be a better storyteller to create your "brand storyline" through stories and press releases on the internet.

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SEO for News Search and PR

  1. 1. Strategies for Digital PR<br />Dana Todd, CMO<br />Newsforce, Inc.<br /><br />SES Chicago 2009<br />
  2. 2. About Newsforce/Me<br />Twitter: @danatodd - Official hashtag is “seschi”<br />Former journalist<br />Co-founder of SiteLab, SEMPO and Newsforce<br />Newsforce software products:<br />SEO Tool: Cheap, easy SEO and ranking reports for press releases ($20!)<br />Newsforce Network: “Revenue Engine” for news publishers (converts unsold banner space into advertorial space)<br />
  3. 3. Quick Agenda<br />Keyword strategy for digital PR<br />Content strategy<br />
  4. 4. Keyword Strategy for PR<br />Before you start brainstorming your next/annual PR strategy:<br />Research your news searchlandscape<br />Make a “keyword calendar” for 6-9 months out<br />
  5. 5. Step 1: Start Old School<br />Remember editorial calendars?<br />Assemble 12-20 of the print pubs that your audience(s) read most<br />Look online for their editorial calendars, or request one from an ad sales rep<br />Some online-only sites also issue editorial calendars<br />
  6. 6. Why This Step?<br />Opportunities for you to reach out to journalists ahead of time<br />Predicting upcoming topic bubbles that will influence search<br />Finding gaps where there’s little competition in the News space<br />
  7. 7. Look for Commonalities<br />Map potential topics in a spreadsheet<br />Look for:<br />Alignments (e.g. 3 pubs + same topic + same month)<br />Topics where you have a potential tie-in<br />Gaps compared to Google Trends<br />
  8. 8. Step 2: Google Trends<br />Opportunity: heavy search <br />activity in Q1, but most of the <br />news competition in is Q3 and Q4<br />Although most sales of Florida real estate occur in Q3, and that’s where most ad dollars are spent in print, the “search season” is actually Q1!<br />
  9. 9. Opportunity: Breast Cancer Awareness Month causes search spiking, but also lots of news coverage. Potential tactic: release multiple stories with multi-channel coverage (YouTube video, text, etc.)<br />
  10. 10. Step 3: Add SEO Baseline KWs<br />Look at your top SEO priority targets<br />Include 1-2 baseline targets in every release as a best practice (can put them in boilerplate)<br />
  11. 11. Assemble Final Targets<br />
  12. 12. Step 4: Write Stories<br />Remember to actually use the KWs exactly, plus variations<br />Optimize: title, abstract, body of releases, photo file names, video tags<br />For journalist pitches or social media news releases, tuck KWs into the “canned quotes”<br />Include hyperlinks on the KW phrases<br />
  13. 13. Real Outcome: SEO Impact<br />After 2 press releases and 60 days<br />
  14. 14. Content Strategy<br />Because nothing ever goes away on the internet, think of every story as building on a complex and evolving storyline.<br />What stories would support communication and brand goals?<br />What conversations did you hear in your research?<br />Multiple audiences to tell stories to:<br />Journalists, bloggers<br />general public <br />search engines<br />Formats? text, video, pictures, interactive, social<br />Time period and frequency of each story?<br />
  15. 15. Sample PR Content Strategy<br />Starbucks<br />Challenge: Product perception is “overpriced coffee, luxury item”, first thing to cut in recession<br />Solution: build sense of hyperlocal ownership of Starbuck to create emotional value-add<br />Stories will highlight neighborhood uses of Starbucks to foster social and community activity<br />Conversion path: tie to social media channel (hyperlocalFacebook Pages, Twitter feeds, etc.)<br />
  16. 16. “Dog Owners Build Support Network”<br />“Mommy Meetups Replacing Book Clubs in Child-Friendly Coffee Shops”<br />“Research Correlates 10% Property Value Increase with Addition of Neighborhood Starbucks”<br />“Local Artists Find Refuge, Inspiration and Promotional Opportunities in Local Starbucks”<br />“Writers’ Corner Brings Opportunities for Troubled Teens”<br />
  17. 17. Advertorial/Sponsored News Opportunities<br />Newsforce Network<br />Social Spark<br />Adfusion<br />Outbrain<br />Family Features<br />Coming soon? AOL/SEED and Digg<br />
  18. 18. Thank You!<br />Dana Todd, Chief Marketing Officer<br />Newsforce, Inc.<br /><br />Direct: +1 619-459-3603 <br /><br />Twitter: @newsforce, @danatodd<br />