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Why PR fails SEO<br />Dominic Litten – Lead, Interactive Marketing at Point to Point<br />

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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 />

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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 />

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Today’s nonsense.<br />Organic SEO for PR practitioners.<br />Be measureable. <br />Be actionable.<br />That’s it.<br />4<br />

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Why SEO? Welcome to the pinhole.<br />5<br />

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Dominic. Nobody cares.<br />6<br />

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Why you care: PR should own SEO, like Social.<br />PR + SEO = Good.<br />PR + SEO + SMM = Better. <br />PR + SEO + SMM + CM = Crazy Delicious. <br />7<br />

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Why you care: This is how you’re found. <br />8<br />

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Why you care: Social alone isn’t enough.<br />9<br />

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Why you care: Higher rank, more clicks.<br />No. 1 ranking = 42.1% of clicks<br />No. 2 = 11.9% <br />No. 3 = 8.5%<br />No. 4 = 6.1%<br />No. 5 = 4.9%<br />No. 10 = 3.0%<br />Nos. 11-20 = 10.1% (combined)<br />Nos. 21-1,000 = 1.2% (combined)<br />10<br />

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Why you care: More AGI for your agency/dept.<br />11<br />

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Why you care: Kumbaya with IT (or skip ‘em). <br />12<br />

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Why you care: You are replaceable. <br />13<br />

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Why you care: Everyone is a publisher, stand out. <br />14<br />

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Why you care: Be more accountable. <br />15<br />

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16<br />SEO is just one way through the pinhole.<br />The intersection of need & want. <br />

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Links. Crawling. Profit. <br />17<br />

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18<br />The reality?<br />Google’s algo has 1000s of variables.<br />

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Want to be be clear: Doing SEO assumes…<br />Have. Know. Love. Analytics.<br />SEO matches existing goals. <br />Have a site that allows easy changes to:<br />HTML.<br />Copy.<br />19<br />

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Four levels of optimization.<br />1. Indexable, crawlable site. <br />2. Onsite keyword targeting.<br />3. Know the link. Be the link.<br />4. Smart social and content. <br />20<br />

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Step No. 1: Is your site ready to be indexed?<br />21<br />

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Where PR fails SEO. <br />We pass the keys on to IT. Or worse, outsource.<br />22<br />

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Common errors.<br />Content in flash? In PDFs?<br />Pages hidden from engines?<br />Site too flat?<br />23<br />

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Site/URL architecture. Like this.<br />24<br />

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Site/URL architecture. Not like this. <br />25<br />

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Back to the pinhole. <br />Is my site developed in a way my audience can logically navigate?<br />26<br />

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Is your content spread out over URLs?<br />27<br />

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Is there duplicate content?<br />28<br />

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PR/SEO Myth 1: Scoring software = All I need.<br />29<br />

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Indexing, Crawling Tools<br />Google Webmaster Tools<br />Bing Webmaster Tools<br />SEOMoz Crawl Test<br />Xenu<br />Yes, Hubspot Website Grader<br />30<br />

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Into process?<br />Before all site redesigns.<br />Before any content marketing analysis.<br />Before starting a blog.<br />31<br />

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Step No. 2: Keywords and onsite optimization.<br />32<br />

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Where do keywords start? Personas. <br />33<br />

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Where PR fails SEO. <br />We take shortcuts. <br />34<br />

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35<br />Where else?<br />Existing search traffic. Duh.<br />

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36<br />Where else? <br />Your competitors. <br />

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37<br />Where else?<br />Locality. <br />

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Remember the pinhole. <br />Your keywords should answer the questions your audience is asking.<br />38<br />

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Keyword example: Save my ticker. <br />Cardiologist? <br />Heart doctor?<br />Heart surgeon?<br />Cardiovascular specialist?<br />39<br />

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Where PR fails keywords.<br />We think we can have any keyword we want. <br />40<br />

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Once we have keywords finalized? <br />Do. Immediately. <br />41<br />

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42<br />That means everything. <br />Not just what you like. <br />

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Onpage keyword infusion. Commence. <br />Title tags.<br />Describes page to engines.<br />Be descriptive. “Home” vs. “Cleveland PR Agency”<br />Less than 65 characters. <br />Unique on every page.<br />43<br />

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How it looks in Google SERPs. This is not ideal. <br />44<br />

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Neither is this. <br />45<br />

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This works. <br />46<br />

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Onpage keyword infusion. Commence. <br />Meta descriptions.<br />155 characters or less.<br />Unique on every page.<br />Call to action.<br />47<br />

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Again, this is not ideal. <br />48<br />

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But this works. <br />49<br />

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Onpage keyword infusion. Commence. <br />Body copy. <br />Blog titles.<br />Page titles.<br />Unique on every page.<br />50<br />

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Write naturally. Don’t overdo it. <br />Google knows. Trust us. <br />51<br />

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PR/SEO Myth No. 2: All SEO advice works for you.<br />52<br />

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Keyword, onsite tools. <br />Competitive keyword software.<br />Google trends.<br />Google Adwords.<br />Existing PPC data.<br />Character counter. <br />Ranking software.<br />A URL chart.<br />53<br />

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Into process? <br />Each piece of onsite content produced should include:<br />Title tag.<br />Meta description.<br />Page title (H1).<br />Copy.<br />Inventory everything. <br />54<br />

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Step No. 3: Link building.<br />55<br />

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PR/SEO Myth No. 3: Release distribution = Links <br />56<br />

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Link building is hard. Too bad. <br />Link “cold calling.”<br />Research, then ask nicely. <br />Great onsite content. <br />Guest blogging.<br />Blogger relations.<br />Paying. <br />57<br />

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Where SEO fails link building.<br />You’re already the best at pitching, why doesn’t PR own link building?<br />58<br />

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Pinhole. <br />Which sites are most relevant to my audience and can I get a link from them?<br />59<br />

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Link building tools. <br />Yahoo! Site Explorer.<br />SEOMoz.<br />Raven.<br />Majestic SEO.<br />Ontolo.<br />Your (my) big mouth/email. <br />60<br />

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Process?<br />Yeah right. <br />61<br />

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No. 4 Content development and social media.<br />62<br />

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Good news? PR owns social media. <br />63<br />

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Good news? Smart content is SO pinhole. <br />Fills a niche.<br />Attribute content to a place in the sales cycle.<br />64<br />

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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 />

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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 />

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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 />

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Bad news? Content alone does nothing. <br />68<br />

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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 />

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First step. Optimize offsite assets.<br />YouTube. <br />Twitter.<br />LinkedIn.<br />Quora.<br />Slideshare.<br />Other shiny objects.<br />Etc.<br />70<br />

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71<br />Next step. Get all editorial-y<br />Develop an editorial calendar. <br />

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Content marketing tools. <br />Editorial calendar.<br />Title.<br />Topic.<br />Keywords.<br />Posting where?<br />Additional assets needed?<br />72<br />

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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 />

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74<br />Wrap up. Quick tips. <br />Onsite > Offsite. Twice on Sundays. <br />

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75<br />Wrap up. Quick tips. <br />Test your theories. Always. <br />

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76<br />Wrap up. Quick tips. <br />Do. Measure. Report. Do. Measure. Report.<br />

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77<br />Thank You<br />@djlitten<br />