Digital Pr And SMO - How Social Media Optimisation and Digital PR improves SEO


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A look at how digital PR and Social Media Optimisation can work to improve SEO, with tips for improving your Social Media Optimisation.

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Digital Pr And SMO - How Social Media Optimisation and Digital PR improves SEO

  1. 1. Digital PR and SEO How Social Media Optimisation and Digital PR improves SEO
  2. 2. Digital PR combines traditional Public Relations with improved SEO
  3. 3. There are two types of PR <ul><li>Push PR </li></ul><ul><li>The tactics used to push out content: </li></ul><ul><li>Press releases </li></ul><ul><li>Approaching journalists </li></ul><ul><li>Blogger outreach </li></ul><ul><li>Paid reviews </li></ul><ul><li>In other words, pushing out content to where you think users will read it. </li></ul><ul><li>Pull PR </li></ul><ul><li>The tactics used to pull people to your content: </li></ul><ul><li>Visibility in SERPs </li></ul><ul><li>Visibility on social news, social bookmarking and social networks </li></ul><ul><li>In other words, letting users find the content on their preferred channels in their preferred format </li></ul>
  4. 4. Channels have evolved <ul><li>More and more people’s preferred channels are found in social media: </li></ul><ul><li>Digital PR embraces this shift to social media </li></ul>
  5. 5. Social Media Optimisation <ul><li>Social Media Optimisation is making changes to a site and content that encourages social behaviour such as sharing, which in turn improves positioning in social media search engines. </li></ul><ul><li>SMO has a lot in common with SEO, in particular both attempt to build links. Whilst SEO is about building links to improve positioning in SERPs, SMO is about encouraging others to share your content to their networks. In sharing the content users are building your links for you. </li></ul><ul><li>Both are essential in a traffic generation and brand awareness strategy. </li></ul>
  6. 6. Integrating push & pull through SMO <ul><li>The best results come from an integrated approach. </li></ul><ul><li>This is achieved by distributing content which has been optimised for sharability. </li></ul><ul><li>A typical starting point is blogger outreach. As blogs have become user destinations for content they have also become valuable as channels for push PR. </li></ul><ul><li>Outreaching to blogs with SMO content can also help to increase a brand’s position in SERPs, as it can help build up a network of links back to the brand. </li></ul>
  7. 7. 5 Rules for Social Media Optimisation <ul><li>Make a SMO strategy with clear objectives and goal </li></ul><ul><li>Make SMO a part of your online brand strategy </li></ul><ul><li>Make your content worth sharing </li></ul><ul><ul><li>Be a resource </li></ul></ul><ul><ul><li>Create the type of content your audience wants </li></ul></ul><ul><ul><li>Reward users who engage & share </li></ul></ul><ul><li>Make your content sharable </li></ul><ul><ul><li>Make tagging and bookmarking easy </li></ul></ul><ul><ul><li>Encourage mashups </li></ul></ul><ul><li>Make yourself part of the conversation </li></ul><ul><ul><li>Practice ‘active listening’ </li></ul></ul><ul><ul><li>Share content created by others </li></ul></ul><ul><ul><li>Join conversations in an appropriate way </li></ul></ul><ul><ul><li>Be in it for the long term </li></ul></ul>
  8. 8. Any Questions? Get in touch! Mike Phillips [email_address]