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10 SEO Tips Public Relations PRSA09

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.

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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"
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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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10 SEO Tips Public Relations PRSA09

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  • 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
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  • 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.