Using Online News to Drive SEO

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Using News to Drive SEO 03/18/09 @leeodden TopRank Marketing .com TopRank Blog .com

Presenter: Lee Odden <ul><li>CEO, TopRankMarketing.com </li></ul><ul><li>An industry leader in strategic Internet marketi...

Public Relations SEO Digital PR

<ul><li>Google 63%, Yahoo 21%, MSN 8.5% , AOL 3.9%, Ask 3.7% </li></ul><ul><li>Source: Jan 2009 comS, e http://www.comsco...

MSNBC Digital Network (37.6m) Yahoo! News (34.9m) CNN (33.4m) AOL News (22m) NYTimes.com (17.6m) Tribune Newspapers (15m) ...

64% of journalists report that they use either Google or Yahoo! online news services to follow the news. Source: TEKgroup...

The Search for News <ul><li> ” I have received over 25,000 email story pitches over the last two years. Products. Solution...

<ul><li>Sample survey of tech/marketing writers, editors & reporters </li></ul>TopRank Journalist Survey

<ul><li>How do you use search? </li></ul><ul><li>Research past stories - 95% </li></ul><ul><li>Story ideas - 82% <...

<ul><li>What type of search do you use </li></ul><ul><li>most often? </li></ul><ul><li>Standard search - 91% </li></u...

How Journalists Use Search <ul><li>“ I was stumped recently when given a last-minute assignment requiring an expert on the...

<ul><li>“ I was writing a column about the planned partnership between Google and Yahoo.” </li></ul><ul><li> </li></ul><u...

<ul><li>What social media tools do </li></ul><ul><li>you use most often? </li></ul><ul><li>Blogs - 55% </li></ul><ul>...

<ul><li>Most SEO efforts optimize for lead/sales generation </li></ul>Features Benefits Buy! G o o g l e Customer Searcher

<ul><li>News optimization focuses on a different audience and outcome </li></ul>Facts Experts Trends Trusted Source Resear...

PUSH - PULL Outreach: Wire Service Networking Pitching RSS Optimized: Press Release Newsroom Social Media Media Coverage

<ul><li>If it can be searched on, it can be </li></ul><ul><li>Optimized </li></ul>

<ul><li>How can web marketers take advantage of efficient SEO and PR tactics? </li></ul><ul><li>Press release optimizatio...

<ul><li>Research Keywords </li></ul><ul><li>Optimize Content </li></ul><ul><li>Call to Action </li></ul><ul><li>Landing Pa...

<ul><li>Think upward and to the left </li></ul><ul><li>Optimize for people first, search engines next </li></ul><ul><li>U...

Meta Data <ul><li>Title tag: 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important loca...

Meta Data

Where to Use Keywords <ul><li>Title tags </li></ul><ul><li>Page titles </li></ul><ul><li>Categories </li></ul><ul><li>Body...

<ul><li>Press Release Metrics </li></ul><ul><li>Google & Yahoo News inclusion </li></ul><ul><li>Page views/impressions </l...

<ul><li>Distribute release via SEO savvy wire service </li></ul><ul><li>PRWeb.com </li></ul><ul><li>PRNewswire.com </li></...

<ul><li>Link Building & Content </li></ul><ul><li>Post to newsroom 1 st ! </li></ul><ul><li>Pickups on blogs </li></ul><ul...

<ul><li>Newsrooms can be crawled by Googlebot like any other collection of web pages </li></ul><ul><li>News content is typ...

<ul><li>Announcements </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>...

Online Newsroom <ul><li>Blog software: WordPress, TypePad, Blogger.com </li></ul><ul><li>Share/Save bookmarks </li></ul...

<ul><li>Site search </li></ul><ul><li>Easy to find contact info </li></ul><ul><li>Exec bios and images </li></ul><ul><li>S...

<ul><li>Press releases </li></ul><ul><li>Letters to the editor </li></ul><ul><li>Online newsrooms </li></ul><ul><li>Media...

SEO Isn’t Optimizing Parts

SEO Is Holistic

Consumers Journalists PR SEO Keyword Glossary Corporate Web Site Optimization Sales Media Coverage Newsroom Releases News...

<ul><li>Make it easy for consumers and journalists alike to find your message on the channels and in the format ...

<ul><li>Journalists increasingly rely on search and social media </li></ul><ul><li>Create, optimize and promote news cont...

<ul><li>Thank You </li></ul><ul><li>@leeodden </li></ul><ul><li>TopRank Marketing .com </li></ul><ul><li>TopRank Blog .com...

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