Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PR & SEO: A Match Made in Heaven

447 views

Published on

Learn how to leverage your client’s media exposure for increased search engine visibility. This includes insight on the importance of targeted keywords and website content, as well as how earned media influences search engine rankings.

Published in: Marketing
  • Be the first to comment

PR & SEO: A Match Made in Heaven

  1. 1. Helping businesses succeed online. PR & SEO: A MATCH MADE IN HEAVEN @searchinfluence @paulalmkeller Confidential, Property of Search Influence, LLC © 2016
  2. 2. Confidential, Property of Search Influence, LLC © 2016 PR & SEO: A MATCH MADE IN HEAVEN Paula Keller Director of Account Management Public Relations Association of Louisiana May 2016 Luncheon @searchinfluence @paulalmkeller
  3. 3. SEARCH INFLUENCE Helping customers successfully market online since 2006. Search Influence • 90 full and part-time employees • 120 contract writers • Google AdWords & Analytics Certified Staff • Google Certified Partner Reputation • 2011 Inc. 500 honoree • 2013 Inc. Hire Power Winner • Recognized leader in search and social for local business • Two decades in online media • Best Places to Work, 2014 ABOUT @searchinfluence @paulalmkeller
  4. 4. LOCAL CLIENT Sample @searchinfluence @paulalmkeller
  5. 5. ● LSU Marketing Grad ● New Orleans Native ● “Influencer” since 2009 ● Google AdWords Certified ● Love dining out and cooking in PAULA KELLERABOUT ME Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
  6. 6. Search Engine Optimization (SEO) is the process of influencing the visibility of a website in a search engine’s organic search results. WHAT IS “SEO?” @searchinfluence @paulalmkeller
  7. 7. UNDERSTANDING SEARCHRESULTS PAID Search Results ORGANIC Search Results LOCAL Search Results
  8. 8. IS SEO WORTH THE EFFORT? 37% of clicks go to the #1 position 60% of clicks go to the top 3 90% of clicks go to sites on page 1
  9. 9. ● Content heavy ● Outreach in a must in a 2016 SEO strategy ● Leveraging existing relationships & creating new ● It’s what Google wanted all along @searchinfluence @paulalmkeller “Brands are how you sort out the cesspool of the Internet” - Eric Schmidt, 2008 PR PROS NATURALLY HAVE SEO SKILLS
  10. 10. MINI CASE STUDY DAVID CARRIER: THE POWER OF A BRAND Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
  11. 11. @searchinfluence @paulalmkeller
  12. 12. 6 PLACES TO GET LINKS & BUILD AUTHORITY 1. Sites that already rank for your targeted keywords & topics 2. Historical media mentions & brand mentions 3. Future media mentions 4. Online press release distribution 5. “Local” (not just to NOLA) directories @searchinfluence @paulalmkeller@searchinfluence @paulalmkeller
  13. 13. @searchinfluence @paulalmkeller
  14. 14. @searchinfluence @paulalmkeller
  15. 15. @searchinfluence @paulalmkeller
  16. 16. @searchinfluence @paulalmkeller
  17. 17. 1. Keywords - or topics 2. Content - the website 3. Connections - link & authority building Lather, Rinse, Repeat! SEO 101 @searchinfluence @paulalmkeller
  18. 18. KEYWORD & TOPIC RESEARCH Don’t Guess! Use FREE Tools. Google AdWords https://adwords.google.com/KeywordPlanner Google Trends http://www.google.com/trends/ @searchinfluence @paulalmkeller
  19. 19. Keyword Avg. Monthly Searches things to do in new orleans 40500 new orleans events 5400 new orleans things to do 4400 concerts in new orleans 2900 new orleans concerts 2400 events in new orleans 2400 things to do new orleans 1900 new orleans opera 1000 live music new orleans 880 new orleans theater 720 concerts new orleans 480 new orleans entertainment 480 new orleans live music 480 new orleans music venues 390 events new orleans 390 things to do in new orleans la 390 shows in new orleans 320 new orleans shows 320 theaters in new orleans 320 new orleans ballet 320 @searchinfluence @paulalmkeller
  20. 20. Confidential, Property of Search Influence, LLC © 2016 ON-SITE CONTENT @searchinfluence @paulalmkeller
  21. 21. @searchinfluence @paulalmkeller
  22. 22. PLAN YOUR CONTENT: TOPICS Opera Concerts Ballet Live Music Music Venues Event Venue Theatre HOMEPAGE Event Rental Things to Do @searchinfluence @paulalmkeller
  23. 23. PLAN YOUR CONTENT: SPECIFICS • What makes the business unique? • Everyone can say they have “Great customer service” – why is it great? • Purchase / reservation process • Cost • Expectations • Examples • Dress code @searchinfluence @paulalmkeller
  24. 24. @searchinfluence @paulalmkeller
  25. 25. @searchinfluence @paulalmkeller ANSWERTHEPUBLIC.COM
  26. 26. CRAFT YOUR CONTENT Google looks to certain elements on the page for clues on what the page is about. Google will reward you if all on-site content is unique and high quality. Include the specific topic in all available elements of the page including: • TITLE TAGS • META DESCRIPTIONS • ON-PAGE HEADINGS • ON-SITE CONTENT • ~500 words • IMAGE ALT TAGS @searchinfluence @paulalmkeller
  27. 27. TITLE TAG Visible: 1. At the top of the browser window 2. In search results as the blue / bold title @searchinfluence @paulalmkeller
  28. 28. META DESCRIPTION Built into the HTML of a webpage and acts as a summary or description of that page’s content. The Meta Description is also displayed in the 2 lines of black text on a SERP.
  29. 29. PAGE HEADINGS (H1s & H2s) Heading tags create structure and provide visual cues to the reader. @searchinfluence @paulalmkeller
  30. 30. ON-PAGE CONTENT @searchinfluence @paulalmkeller
  31. 31. OTHER TYPES OF CONTENT ON-SITE & OFF-SITE ● Photos and other images ● Videos ● Press releases ● Social media posts ● White papers, guides and ebooks @searchinfluence @paulalmkeller
  32. 32. Confidential, Property of Search Influence, LLC © 2016 CONNECTIONS: LINK & AUTHORITY BUILDING @searchinfluence @paulalmkeller
  33. 33. 5 PLACES TO GET LINKS & BUILD AUTHORITY 1. Sites that already rank for your targeted keywords & topics 2. Historical media mentions & brand mentions 3. Future media mentions 4. Online press release distribution 5. “Local” (not just to NOLA) directories @searchinfluence @paulalmkeller
  34. 34. @searchinfluence @paulalmkeller #1: SITES THAT RANK FOR YOUR KEYWORDS GET TO KNOW YOUR “SERP”
  35. 35. ● Trip Advisor ● Eater ● NOLA.com ● NewOrleansOnline ● NewOrleansRestaurants ● Zagat ● Open Table ● Thrillist @searchinfluence @paulalmkeller
  36. 36. #2: EARNED MEDIA & BRAND MENTIONS 1. Review Cision / other reports of historically earned media 2. Use my Google trick to find additional brand mentions (see next 3 slides) @searchinfluence @paulalmkeller
  37. 37. GOOGLE TRICK: “Business Name” - inURL:yourclient.com Review top 10 pages of results for mentions @searchinfluence @paulalmkeller
  38. 38. GOOGLE TRICK: “Business Name” - inURL:yourclient.com Review top 10 pages of results for mentions @searchinfluence @paulalmkeller
  39. 39. GOOGLE TRICK: “Business Name” - inURL:yourclient.com Review top 10 pages of results for mentions @searchinfluence @paulalmkeller
  40. 40. #3: FUTURE MEDIA MENTIONS ● Just ask for a link! ● Some sites’ editorial standards won’t allow it, MOST WILL! ● Provide “deep” URLs (not just the homepage) @searchinfluence @paulalmkeller
  41. 41. @searchinfluence @paulalmkeller #4: ONLINE PR DISTRIBUTION @searchinfluence @paulalmkeller
  42. 42. #5: LOCAL DIRECTORIES Not just “local” to New Orleans @searchinfluence @paulalmkeller
  43. 43. USE A CONSISTENT “NAP” Name Address Phone# Website @searchinfluence @paulalmkeller
  44. 44. @searchinfluence @paulalmkeller
  45. 45. MAKE AN ACTION PLAN 1. Create specific content around targeted topics 2. Review linking opportunities & prioritize sites for outreach a. Sites that already rank for your targeted keywords & topics b. Historical media mentions & brand mentions c. Future media mentions d. Online press release distribution e. “Local” (not just to NOLA) directories Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
  46. 46. THANK YOU! PAULA KELLER Search Influence, LLC 935 Gravier St STE 1300 New Orleans LA 70112-1608 (504) 208-3900 http://www.searchinfluence.com/

×