PR Tools that Drive SEO - Bill Finn


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PR Tools that Drive SEO

PR pros leverage online tools to help boost the profiles of their organizations or their clients. Blogs, blog commentary, discussions, images, influencers, social media newsrooms - these are all new tools in a PR pro's arsenal. How do you prepare a strategy that selectively uses the right tools to your advantage?

* Bill Finn, President & CEO, Finn Digital

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  • Google Analytics Website/blog is the central component to SEO strategy
  • To match the channel: website, blog, Twitter, press release engines
  • This changes based on the audience and channel. Keep in mind how will audience use this information? how will audience find the information? how do you define success in this channel?
  • Steps: Write down all applicable keywords for the content Use Google Ad Words Keyword Tool ( to narrow your list The Sweet spot = lower competition and higher traffic For a press release your goal = 3 pinnacle keywords The final “pinnacle” keywords will be content, audience and channel specific. Tools like Wordtracker ( will help you find hidden keywords/synonyms that you might not have thought of
  • Establish schedule for reviewing specific analytics
  • Online editions of trade publications Online forums or communities Email communications Blogs Social Media related to industry events
  • Creative Story narrative, voice and theme definition Customer-focused
  • PR Tools that Drive SEO - Bill Finn

    1. 1. Get Started with SEO Today and see success tomorrow
    2. 2. “ People don’t want to connect with brands. They want to connect with each other. Fascinating companies create more opportunities for people to connect with each other; through the brand.” — Sally Hogshead, Author of Fascinate
    3. 4. Finn Digital <ul><li>Digital Agency </li></ul><ul><li>Regional clients with global reach </li></ul><ul><li>Where marketing and technology strategy meet, we’ll be there </li></ul><ul><li>B2B and B2C </li></ul>
    4. 5. Our Rules of Thumb <ul><li>Consider the audience first </li></ul><ul><li>Reflect your offline business success, online </li></ul><ul><li>Use technology to extend reach </li></ul><ul><li>Strong online experiences have strong purpose </li></ul>
    5. 6. Install Analytics
    6. 8. Redefine Target Audiences
    7. 9. What are the top three business goals?
    8. 10. Finding the “right” keywords
    9. 17. Strategically Insert Pinnacle Keywords into Copy
    10. 18. Tactics? <ul><li>Replace pronouns or filler words with keywords </li></ul><ul><li>Make the story vignette emotional </li></ul><ul><li>Balance – avoid keyword “stuffing” </li></ul>
    11. 19. Measure Keyword Density <ul><li>Divide the number of times a keyword phrase (e.g., &quot;search engine optimization&quot;) appears in the first 500 words of your copy, by 500 </li></ul><ul><li>Then multiply by the number of words within the keyword phrase </li></ul><ul><li>5/500 x 3 = 3% </li></ul><ul><li>2.7% and higher is ideal </li></ul>
    12. 20. Consistent and Regular Updates to Content
    13. 21. What Vehicles for Content? <ul><li>Explore Write Once, Read Many Opportunities </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>News outlets </li></ul></ul><ul><ul><li>Interactive contests </li></ul></ul>
    14. 22. Editorial Calendar <ul><li>Blog </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr </li></ul><ul><li>Promotions </li></ul><ul><li>Website </li></ul>
    15. 23. <ul><ul><li>News </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>News outlets </li></ul></ul><ul><ul><li>Interactive contests </li></ul></ul>
    16. 25. Link Juice
    17. 26. Establish opportunities for expanding and increasing traffic from new and existing sources.
    18. 29. CONTENT. FORWARD.
    19. 30. Engage.
    20. 32. What Can Your Digital Agency Do For You with SEO and PR? <ul><li>Time and resources </li></ul><ul><li>Strategy for the bigger picture </li></ul><ul><li>Attention to detail </li></ul><ul><li>Reporting </li></ul><ul><li>Interpret and expose new opportunities </li></ul>
    21. 33. Alysha Schertz, BizTimes <ul><li>Connect with Twitter </li></ul><ul><li>Connect in person </li></ul><ul><li>Build relationships before you need them </li></ul><ul><li>Supply “expert” resources </li></ul><ul><li>Instant information access </li></ul>
    22. 34. Stan Miller, JournalSentinel <ul><li>Provide information </li></ul><ul><li>Digital makes his job easy </li></ul><ul><li>Push all assets, don’t piecemeal </li></ul><ul><li>Twitter used to tap into public interest </li></ul>
    23. 35. <ul><li>Video interview with Alysha Schertz, BizTimes </li></ul><ul><li>Video interview with Stan Miller, Milwaukee JournalSentinel </li></ul><ul><li>SEO Traffic Forecaster spreadsheet, from Eric Vallee, WennSoft </li></ul><ul><li>Special thanks to Adam Parikh, Mark Travel Corporation </li></ul>