An SEO Roadmap: How Communicators Can Leverage SEO Techniques to Drive Results.
2018 PRSA Georgia Annual Conference - Braving the New World
This presentation teaches PR professionals about the critical role PR plays in contributing to SEO, and techniques that can be implemented immediately.
The What, Why & How of 3D and AR in Digital Commerce
SEO for PR and Communications Professionals - PRSA Georgia Annual Conference
1. An SEO Road Map
How Communicators Can Leverage SEO
Techniques to Drive Results
@jennymunn
#BraveNewWorldPR18
Website: jennymunn.com
2. Agenda
How Does PR Contribute to SEO:
● SEO Overview
● Keywords Refresher
● On-Page Optimization
● Backlinks
● Social
● Tracking and Measuring
Wrap Up/Q&A
5. SEO = the practice of making your content findable
6. Here’s Why SEO Is Such a Big Job
SEO Roadmap for Communicators @jennymunn
Here’s the challenge:
● Things you do to the WHOLE website
● Things you do to individual pages
○ Lots of small elements that add up to big results (image optimization,
formatting, sub-heads, etc.)
● Things you do off-site
● Lots of things out of your control
What it’s going to take is dependent upon 1) your industry 2) how big of a player are
you in your space 3) how strong and savvy your competition is
7. How Your Work Contributes to SEO
SEO Roadmap for Communicators @jennymunn
Your work can influence SEO greatly; BUT it’s not the
“end all be all” of SEO (over 200 factors). It’s important
you know:
● What are the ranking factors
● How to select keywords for your content
● How to integrate keywords
● The #1 easiest thing you can do today
● Carrying across your SEO strategy to off-site
channels and social media
● Backlinks and social media
● Tracking and measuring
8. Ranking Rules: 2 R’s
Relevancy:
● Google must inherently and automatically connect the query with the
implied and direct signals on your website
○ Topical Expertise, UX, Content, Schema, Google My Business, Mobile, SSL, Site
Speed
Reputation:
● If you’re not a leader offline in your niche, don’t expect to be one online
○ Social and Backlinks, Longevity and Historical Presence and Authority
SEO & PPC jennymunn.com
11. It’s Not About You - It’s About THEM
SEO Roadmap for Communicators @jennymunn
Search Term Monthly Search
Count
Child learning center 320
daycare 33,100
preschool 33,100
Example 1:
“daycare” vs “child learning center”
Example 2:
“modular manufactured home” vs “trailer park”
Search Term Monthly Search
Count
Mobile homes 201,000
Trailer park 49,500
Modular manufactured
home
10
12. Keyword Mistakes
SEO Roadmap for Communicators @jennymunn
Sacrificing SEO for the sake of
cleverness and trying to pique
interest
14. Favorite Keyword Research Tools
SEO Roadmap for Communicators @jennymunn
Free:
● Google Search Console
● Google Suggest and “Searches related to…”
● Keywordtool.io
● WordStream’s Free Keyword Tool
● Google Trends
● Answer the Public
● Google Keyword Planner
18. Keywords: Actionable Takeaways
SEO Roadmap for Communicators @jennymunn
● No more making up keywords or getting too creative. Do
so at the peril of missed opportunities
● Jump on top of trends in your industry: not adopting a
“what’s next” mindset:
example, “bulletproof backpacks”
15% of searches each day on Google are brand new (Google)
● Take advantage of every piece of content you produce
(every URL is its own opportunity to rank)
20. On-Page Optimization in 2018
User Experience &
Engagement
● Quality, valuable copy that
informs and persuades
● Fast
● Modern design (look & feel)
● Media (images, videos)
● Formatting
● Internal links, CTAs
SEO Elements
● Title tag and meta description
● Headings (H1s, H2s, H3s)
● Image optimization (alt tag
and image file name)
● URL
● Word Count
● Keyword usage (semantics)
● Overall site authority
SEO Roadmap for Communicators @jennymunn
21. On-Page SEO: Where Do Keywords Go?
SEO Roadmap for Communicators @jennymunn
Source: Moz
https://backlinko.com/o
n-page-seo
https://linchpinseo.com
/on-page-seo/
https://www.semrush.c
om/blog/content-optimi
zation-list-blogging-for-
people-and-search-en
gines/
22. Content That Ranks Well
● Data shows pages that rank higher have longer content on average
● More important than content length: quality, relevance, and
personalization to your audience
● Rule of thumb: valuable, well-written, optimized
● Narrower topics - more in-depth view is favored
SEMRush Ranking Factors Study
SEO Roadmap for Communicators @jennymunn
23. Low Hanging Fruit: Headlines Makeover
● High CTR - it’s kind of a big deal
● Dependent on the medium: website, SEO, social, video, press
release, etc.
● Tips:
○ Don’t keyword stuff
○ Priority determines clarity or intrigue
○ Thin BLAH content is an affliction and epidemic
○ Spark emotion
Hat Tip: Moz’s WBF
SEO Roadmap for Communicators @jennymunn
24. Headlines Makeover: Title Tag vs Heading
SEO Roadmap for Communicators
@jennymunn
SEO title tag:
John Baldessari Retrospective at
Metropolitan Museum - The New
York Times
Article headline:
Tweaking Tradition, Even in Its
Temple
Source: wyliecomm.com
26. Optimizing for Mobile SEO
● Mobile First Indexing
● AMP
● Page Speed is Critical
● Content
○ Include media
○ Internal links
○ “Snackable” content
○ Concise does not mean “short” or
“dumbed down”
● Content diversification
Image Credit: Think with Google
27. Seasonality Matters
● Keywords that drive traffic all year
round vs. seasonal
○ Back to School
○ Parent Conference Week
● Develop a Calendar and Plan
Ahead
○ People Research EARLY!
http://www.holidayinsights.com
SEO Roadmap for Communicators @jennymunn
30. Backlinks
● The most overwhelming
tactic for SEO
● Not all backlinks are created
equal
● Quality not quantity
● Philosophy: It doesn’t hurt to
ask
● Follow Up Is Key: “70% of the
links we earn are through
follow up emails”
● Easy 2018 win: Podcasts
SEO Roadmap for Communicators @jennymunn
31. Backlink Example from a Press Release
Reminder: The value of
press releases is in the
placement not the
release itself
SEO Roadmap for Communicators @jennymunn
32. Favorite Backlink Tools
● Google Search Console
○ For YOUR site
● SEMRush and Moz OSE
○ For competitor sites and
your site
SEO Roadmap for Communicators @jennymunn
34. Social Media Optimization
Amplifies discovery, content and message - results in:
● Driving traffic to your site
● Community will engage and share
● Increases chances of backlinks
● Another place for discovery
● Tweets are indexable
SEO Roadmap for Communicators @jennymunn
37. Tracking and Reporting: Show Your Value
“Next level” is:
1. being able to attribute
results
2. show the VALUE and
steady progress
towards a mutually
defined goal.
Knowing where to look is
half the battle.
38. Google Analytics & Google Search Console
GA Gives you website data:
● Website traffic by channels
● Most popular pages
● Device
● Total visits, time on page, etc.
GSC gives you SEO data:
● Top SEO Keywords
● Top SEO Landing Pages
● Backlinks
SEO Roadmap for Communicators @jennymunn