This is not how to spam. This is not how to trick the search engines.Honestly this is about wanting PR to embrace stats.We bicker all day long about how to measure PR or social media.You can measure SEO-related PR efforts right nowThese are all whitehat tactics.
At the end of the day, SEO is about disciplined content and writing. Social media can answer good questions.SEO can put your best foot forward.
I know we’re at a social media conference. But, um, we have a problem. What type of information are we reading and PR people talking about? Social and social by itself.
According to SEOMoz data. That means the different between 1 and 10 is astronomical. That also means your assets, not just your site. Video, news, etc.
If you are a VP/partner at an agency, or hope to be someday, search marketing will grow 16% this year to $19.3 billion. If you don’t offer SEO, your competitor will. If haven’t realized everyone else thinks they can do PR. A lot of PR firms build sites, you could conceivably screw your client in SEO by designing poorly.
If you work at a large corporation or in a PR firm that does outsources web development and hosting, he/she who owns the website runs the day. The biggest bottlenecks in enterprise SEO is with this department. If you start to talk and know they’re language, you can do a lot of thinks yourself.
We’re not snowflakes. PR people are a coming out every year. Most KSU PR student knows more about SEO than I did coming out of school.Also, PR firms and departments are getting their lunch handed to them in SEO by
Content is exploding. 51% of businesses report that they plan to increase their spend in content marketing over the next 12 months. Some even say the amount of content will double
When you add SEO and SEO-based thinking into PR firms and departments are getting their lunch handed to them in SEO by ad firms. If you own the site, you have the power.You also get a lot more stats to play with. Show your bosses.
Google’s algorithm was built on links to crawl the web. Call them bots, spiders, doesn’t matter.
Can we agree on this?Goals cannot be sales guy said we don’t rank No. 1 for blue widgets. We will
Where does PR usually live? In the bottom two. It’s also where content marketing and social media live. The problem is the bottom two won’t work without top two.Why because your site is still your most important asset
Site is still your greatest, most expensive asset. 1 out 4 clients sites we come across has serious indexing issues.
How many people think that the internet is going away? Then why aren’t we doing this stuff. Instead of taking ownership of the website. PR sits in the corner. Quietly. If PR doesn’t try to take on the website from clients, someone will. Usually that jerk in advertising.
In a perfect world your site should be organized thusly. We call this a directory structure or silo structureTells the engines which content is more important.
This is an example of a flat site. No amount of social media marketing or content marketing will help this. We can spend months getting a client reorganized.
More simply, ask yourself. If so, you’re well on your way.
This is a huge problem with many agencies and client sites. We get too cute. If your content is on three different domains, the main site doesn’t benefit. Pinhole. Why would someone go to three sites to find relevant content?
We see duplicate content all the time. Some content management systems have a URL rewrite feature that doesn’t get rid of the URL. So both are indexable, both are crawlable.
I know, I know. Everyone loves Hubspot website grader. Great tool. Problem is? It can’t tell you everything that is wrong, or fix it. I’ve found sites with unindexable content scoring in the 90s.
Keywords can be process.
It’s a huge, time consuming process.At SEO conferences, there are super long presos on this. Should start during the first stage.
What is one of the first things we do in PR? Remember that part about knowing your audience?
Cleveland-based hospital The client was convinced 1 and the user used another. OK, now that we have keywords, now what?Numbers don’t mean as much as user intent. We always recommend using a keyword generating software and scoring, don’t let it run your life. Don’t let stats run your keyword list.
Here’s the bad news. Ranking for a lot of stuff is hard.Don’t fall in love with data.A lot of keywords are not doable in a year, or even over years.It’s ok to say no.
Get your site optimized.
Does everyone know where the title tag lives? Kent state.One of the most important ranking signals of all onpage SEO. Each page on your site has a field called a Title tag. Does
As a PR person, this is how we are being judged by the outside world. This is how we are perceived by the world. Imagine if this said home? Would you click on this?Total aside, looking at the some of the marketing firms here today, 80% don’t have a descriptive home page title tag..
The meta description field has zero influence on rankings. But gets people to click.
Why would I click on this result? Where is it located? What are their specialties?
Don’t add keywords to irrelevant content. Also, there is no magic number of times to use it to get it on the page.
Really easy to have advice. So much misinformation. There are many different subsets of SEO and most information deals with small sitesEnterprise SEO is different.Treat SEO just like PR.
This is the bad news. Link building is still the best and fastest way to rank well. Crudely, do you have more and better links?
Clicking on the SEO checkbox You probably know more about SEO than the sales people. Great tool, but guess who owns the content? Do it, but know what it means. This is temporary.Most sophisitcatedalgos in the world. Don’t you think Google knows this trick?
This. never ends.
If you already have a link building process, you’re shouldn’t be in here.
Don’t worry, this is the home stretch.
What do we keep hearing about? Google +1 Bing’s Facebook integration.Still a small part of ranking well.
I searched for my name last night and got this. Everyone else try it. What’s No. 1 for your name?
We read all about content marketing and strategy and the growth, but the part they don’t tell you is how much if it is designed for smaller sites.
Think about that last part. For many of us, one client is all we need to make this investment in time worthwhile.
2nd most popular search engine isn’t Yahoo, it’s YouTube according to comScoreFollow guidelinesDon’t be spammy.
Do same for case study. Or white paper.
YouToo2011-Dominic Litten-Ignore SEO at your own Peril
Why PR fails SEO<br />Dominic Litten – Lead, Interactive Marketing at Point to Point<br />
2<br />About Point to Point.<br />We don’t live in silos.<br />We say no a lot. <br />We have clients. <br />www.pointtopoint.com<br />
3<br />About Me<br />Recovering PR practitioner.<br />#humblebrag time.<br />I think I am hilarious. <br />I speak really, really fast (sorry).<br />
Today’s nonsense.<br />Organic SEO for PR practitioners.<br />Be measureable. <br />Be actionable.<br />That’s it.<br />4<br />
No. 4 Content development and social media.<br />62<br />
Good news? PR owns social media. <br />63<br />
Good news? Smart content is SO pinhole. <br />Fills a niche.<br />Attribute content to a place in the sales cycle.<br />64<br />
Good news? PR people are great writers.<br />We can produce content out the wazoo.<br />blog posts<br />case studies<br />white papers<br />webinars<br />video<br />65<br />
Bad news? The GOOG doesn’t care. Yet.<br />Ranking factors according to 2010 SEOMoz Survey<br />Authority of domain (age, breadth of site) 24%<br />Link popularity 22%<br />Anchor text of external links 20%<br />On-page keyword usage 15%<br />Social graph 6%<br />66<br />
Social often only ranks for low search. #humblebrag<br />LinkedIn No. 1.<br />Twitter No. 2.<br />NingNo. 3. <br />Quora No. 10. <br />YouTube No. 11.<br />67<br />
Bad news? Content alone does nothing. <br />68<br />
Good news? Content + social does work. <br />Blogs can account for 20-40% of organic traffic.<br />Blogs can increase all traffic 55%.<br />57% of businesses have acquired a customer through their company blog. <br />69<br />
For example, develop a process.<br />Every press release.<br />Posted on Twitter?<br />Posted on Facebook?<br />Posted on company blog?<br />Posted on distribution site?<br />Video to YouTube?<br />Images to Flickr?<br />73<br />