This webinar discusses how to optimize an online newsroom for search engine optimization (SEO). It covers the four main pillars of SEO: keyword research, on-page optimization, backlinks, and technical SEO. Keyword research involves identifying relevant keywords and phrases to make content discoverable. On-page optimization entails optimizing individual pages by including targeted keywords. Backlinks are important as they demonstrate authority. Technical SEO ensures fast loading pages and proper site structure. A poll at the end asks participants if they think their newsroom is optimized for SEO.

1. Welcome! The webinar is about to start...
Supercharge your Online Newsroom
with SEO Basics
Next webinar: Public Relations meets Social Selling
21
JUNE
As more B2B organizations adopt social selling techniques for their complex
sales processes, this webinar will discuss public relations’ role to add value to
this process and demonstrate its ability at contributing to bottom line results.

2. Supercharge your Online Newsroom
with SEO Basics

3. Today’s speakers
Bart Verhulst - Moderator
Co-founder & Chief Strategist
E-mail: b.verhulst@presspage.com
Niru Gupta - Speaker
Newsroom Consultant
E-mail: n.gupta@presspage.com

4. Today’s agenda
● What is SEO? And why is it important in modern PR
● Four big pillars of SEO:
1. Keyword Research
2. On-Page Optimization
3. Link Building
4. Technical
● Q&A

5. Poll question #1
Is your current online newsroom a key asset in your digital PR strategy?
A. Yes. And it performs in line with expectations.
B. Yes. But we could do a better job.
C. No. And that is fine.
D. No. And we should improve that.
E. No comment.

6. 6 | May 2018www.presspage.com Image: Jeff Bullas

7. What is SEO? And why is it important in modern PR

8. ● A search engine is a web site that
collects and organizes content from all
over the internet
● Those wishing to locate something
enter a query about what they would
like to find and the engine provides
links to content that matches what
they want...

9. Newsroom SEO is not...

10. SEO is...
● The practice that ensures
your newsroom (website) can
be found in search engines.
● It uses words and phrases
relevant to what the site is
offering.
● In many respects it's simply
quality control for websites.
Write fantastic, useful content that
uses words and phrases used by
people who search for your press
releases or other newsroom content.
Make it easy for people to
share and link to it.
Keep doing it!

11. Why is SEO important
Image: Digimasol

12. Why is SEO important

13. Why is SEO important
On 11 January 2018, Facebook announced
major changes to their algorithm.
Key Takeaways
● “...expect to see more from your friends, family and
groups”
● "...you'll see less public content like posts from
businesses, brands, and media”
● “...it should encourage meaningful interactions
between people.”

14. The four pillars of SEO

15. SEO1.Keywordresearch
2.On-PageOptimization
3.Backlinks
4.Technical

16. What are SEO “keywords”?
● Certain words and phrases used in
your web content.
● Make your online newsroom
discoverable via search engines.
● A newsroom is well optimized for
search engines when it "speaks the
same language" as its potential visitor
base...
Image: Feathersoft

17. “Keywords” in action
Searchvolume
Number of words in phrase
The head
“Holidays”
The body
“Caribbean holidays”
The long tail
“Caribbean holidays in September”

18. Identifying “keywords”
Image: Google Keyword Planner. Other tools include: SEM Rush and MOZ Keyword Explorer

19. SEO1.Keywordresearch
2.On-PageOptimization
3.Backlinks
4.Technical

20. On-Page optimization
On-Page
Optimization
Keyword
Selection
H1, H2, H3
tags
Meta
title
Internal
Linking
Meta
Descriptions
Content
Image
Alt tags
URL

21. URL optimization
● URLs should be readable. Avoid parameters:
http://news.sky.com/skynews/article/0,,30200-1303092,00.html
● URLs should be keyword rich:
www.travelagency.com/news/caribbean-family-holidays
● Keep URL’s clean, short, and catchy

22. “Meta title” and “Meta description”
● Meta titles
○ Should be 60 characters or less, and be
front loaded with your primary keyword
● Meta description
○ Should be 160 characters or less, should
contain keywords, provide answer to the
searcher’s query
Image: IStockPhoto

23. SEO1.Keywordresearch
2.On-PageOptimization
3.Backlinks
4.Technical

24. What are backlinks?
● Backlinks are created when one website links to another
● Votes of confidence about your authority on a topic
● Greatest ranking signal in SEO
Image: Moz

25. What does a good “backlinks profile” look like?
● Links from high authority websites (e.g. BBC News)
● Links from websites in your niche
● Links from a diverse range of sources
● Links with relevant anchor text (“click here”)
+ =
Newsroom + backlinks = Higher ranks + traffic

26. How to attain “backlinks”
● Produce really good content, that is worth linking to
● Include useful digital assets for targeted audience
○ Infographics
○ Videos
○ Images
● Manual Outreach
● Activate your network

27. SEO1.Keywordresearch
2.On-PageOptimization
3.Backlinks
4.Technical

28. Key elements of “Technical SEO”
Your newsroom should have:
● Fast loading pages - image
compression
● SSL certificate - keep secure
● An XML Sitemap
● Canonical tags to avoid duplicate
content

29. Poll question #2
After listening to this presentation, do you think your current newsroom is
Search Engine Optimized?
A. Yes.
B. Yes, but it can be improved.
C. No.
D. No, and it sure is a priority.
E. No comment.

30. QUESTIONS?
Next webinar: Public Relations meets Social Selling
21
JUNE
As more B2B organizations adopt social selling techniques for their complex
sales processes, this webinar will discuss public relations’ role to add value to
this process and demonstrate its ability at contributing to bottom line results.

31. PressPage provides a SaaS PR platform that enables brands to
publish, host and distribute rich content, and provides direct insights
into results. PressPage empowers PR professionals by adding
efficiency and effectiveness to their daily workflow.