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10 SEO Tips Public Relations PRSA09

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TopRank Marketing Agency
TopRank Marketing Agency

Presentation from 2009 PRSA International conference in San Diego on the top ten Search Engine Optimization (SEO) tips for Public Relations. Covers keyword research, on-page optimization, press release optimization, newsroom optimization, analytics, social media PR and selling the idea of SEO for PR within organizations. Presentation given by TopRankMarketing.com CEO, Lee Odden.

BusinessTechnologyDesign
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[object Object],[object Object],Lee Odden - CEO @leeodden TopRankMarketing.com @toprank
“ The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommend TopRank’s SEO consulting services without reservation.” William Murray, President and COO, PRSA Specialists in SEO & Social Med ia Consulting & Training Media: Clients:
The Search for News  ” I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.” David Meerman Scott , Best-Selling author of “ The New Rules of Marketing and PR"
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008 TopRank Journalist Survey “ I was writing a column about the planned partnership between Google and Yahoo.”   “ I tracked down potential sources first using Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute.”   “ While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TopRank Journalist Survey
[object Object],Features Benefits Buy! G o o g l e Customer Searcher Facts Experts Trends Trusted Source Researcher Media Relationship G o o g l e News SEO focuses on media
PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
Search Engine Optimization ,[object Object],A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.
Content Links SEO
Search Engine Market Share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],How Google Works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How Google Works Image from Google.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],SEO Tactics – One Thing
[object Object],[object Object],[object Object],SEO Tactics – One Thing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO Tactics – One Thing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO Tactics – One Thing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO Tactics – One Thing
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
PR Tactics That Affect SEO If content can be searched on, it can be optimized
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],9 PR Tactics That Affect SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimize & Promote News Content Digital Asset Optimization
Micromedia Optimization
PR Tactics That Affect SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PPC vs SEO for PR
[object Object],PPC vs SEO for PR
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],[object Object],[object Object],4 Step Keyword Research
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Choose the Best Keywords
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Choose the Best Keywords
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
Basics of On-Page SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Basics of On-Page SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Get More From News Releases
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],7 Press Release SEO Tips
Press Release Optimization
[object Object],[object Object],Meta Data
Meta Data www.prnewsonline.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Newsroom Optimization
Newsroom Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.toprankmarketing.com/newsroom/
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Newsroom SEO Checklist
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],Linking Building ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Press Release Press Release Release Press Pickup News Room Pickup Pickup Book mark Pickup Blog Book mark
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
[object Object],[object Object],[object Object],[object Object],SEO & Social: Yin Yang
Power of the Retweet Tweet This Blogs & Publishers Links! Retweet Retweet Blogs & Publishers Links! Blogs & Publishers Link Content
News Can Be Social Newsroom Blog Comments Trackbacks Outbound Links Blog Comments Facebook           Twitter         
SEO and Social Media Tactics Twitter Strategy SocNet Video Blog News Goal Objectives Audience Search Engine Optimization
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Top Ten SEO Tips for PR
Measuring the Value of SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],11 Metrics for News SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measuring the Value of SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Showing the Value of SEO
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Takeaways
Thank You Lee Odden Email: seo@toprankmarketing.com Follow on Twitter: @ leeodden Learn: TopRankBlog.com Hire us: TopRankMarketing.com Download: TopRank SEO Guide for PR toprankmarketing.com/prsa09 /

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10 SEO Tips Public Relations PRSA09

  • 1.
  • 2. “ The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommend TopRank’s SEO consulting services without reservation.” William Murray, President and COO, PRSA Specialists in SEO & Social Med ia Consulting & Training Media: Clients:
  • 3. The Search for News  ” I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.” David Meerman Scott , Best-Selling author of “ The New Rules of Marketing and PR"
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  • 6. Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008 TopRank Journalist Survey “ I was writing a column about the planned partnership between Google and Yahoo.”   “ I tracked down potential sources first using Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute.”   “ While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.”
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  • 9. PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage
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  • 22. PR Tactics That Affect SEO If content can be searched on, it can be optimized
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  • 26. PR Tactics That Affect SEO
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  • 51. Power of the Retweet Tweet This Blogs & Publishers Links! Retweet Retweet Blogs & Publishers Links! Blogs & Publishers Link Content
  • 52. News Can Be Social Newsroom Blog Comments Trackbacks Outbound Links Blog Comments Facebook           Twitter         
  • 53. SEO and Social Media Tactics Twitter Strategy SocNet Video Blog News Goal Objectives Audience Search Engine Optimization
  • 54.
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  • 59.
  • 60. Thank You Lee Odden Email: seo@toprankmarketing.com Follow on Twitter: @ leeodden Learn: TopRankBlog.com Hire us: TopRankMarketing.com Download: TopRank SEO Guide for PR toprankmarketing.com/prsa09 /

Editor's Notes

  1. Most SEO efforts are directed towards lead/sales generation
  2. http://is.gd/4PQFS
  3. Here we have the inventory of the media types worth promoting matched up with corresponding channels for optimization and promotion. Text rich articles can be optimized and promoted for standard search engines, product images on image sharing sites, video on video sharing sites, blogs on blog search engines and other bloggers, etc.