10 SEO Tips Communications Professionals Must Know by xmanonline

VIEWS: 108 PAGES: 82

More Info
									                                   SEO Tips


10
                                   Communications
                                   Professionals Must
                                   Know
                                   Lee Odden - CEO
                                   @leeodden
                                   TopRankMarketing.com



     ©2010 TopRank Online Marketing – All Rights Reserved
My World:
       aka “Minnesnowta”

                                    Satellite Dish

              Lots of Bottle Bass




Bottle Bass

                       Fireplace
 Consulting & Training

           Specialists in SEO & Social Media
Media:




Clients:




  “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
                 ©2009 TopRank Online Marketing – All Rights Reserved
So, how do you say “Louisville”?




            ©2010 TopRank Online Marketing – All Rights Reserved
Search Phrases Vary Too


•     accommodations                                            •    hotel
•     accomodations                                             •    cheap
•     acommodations                                             •    holiday
•     acomodations                                              •    travel
                            hotel accommodations                                   hotel accommodations
    hotel accommodations    cheap accomodations                                    cheap accomodations
    cheap accomodations     holiday acommodations      hotel accommodations        holiday acommodations
    holiday acommodations   travel acomodations        cheap accomodations         travel acomodations
    travel acomodations     hotel accommodations       holiday acommodations       hotel accommodations
    hotel accommodations    cheap accomodations        travel acomodations         cheap accomodations
    cheap accomodations     holiday acommodations      hotel accommodations        holiday acommodations
    holiday acommodations   travel acomodations        cheap accomodations         travel acomodations
    travel acomodations                                holiday acommodations
                                                       travel acomodations


                            ©2010 TopRank Online Marketing – All Rights Reserved
SEO Basics



                                              Search
       Keywords                               Friendly
                                                Site


                         Link
                        Building



         ©2010 TopRank Online Marketing – All Rights Reserved
Adavantage SEO

“Companies that evolve their internal processes
  and technical frameworks to incorporate organic
  search and all that it has to offer will have a
  substantial edge over the competition.”

Vanessa Fox, Creator of
Google Webmaster Central
Author of “Marketing in the Age
of Google”

                    http://bit.ly/8KYpi3
              ©2010 TopRank Online Marketing – All Rights Reserved
Search Demand




285 million watched TV                             14 billion core searches
       monthly                                              monthly
   *Nielsen A2/M2 Three Screen Report                            *comScore Media Metrix

                      ©2010 TopRank Online Marketing – All Rights Reserved
News Media Are Using SEO




          ©2010 TopRank Online Marketing – All Rights Reserved
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"


            ©2010 TopRank Online Marketing – All Rights Reserved
TopRank Journalist Survey

 What type of search do you use
 most often?
 •    Standard search - 91%
 •    News search - 27%
 •    Social search - 27%
 •    Image - 18%
 •    Blog search - 14%
 •    Video - 9%
 •    Bookmarks - 9%
 •    Local - 5%
 Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008
GWU & Cision Study




                                  100% of Journalists
                                  surveyed use Google to
                                  research stories.




             Source: George Washington University & Cision – 2009 Social Media & Online Usage Study
TopRank Journalist Survey

 How do you use search?

 •    Research past stories - 95%
 •    Research new sources - 91%
 •    Specific companies/people - 91%
 •    Story ideas - 82%
 •    Research press releases - 59%




 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.”
   Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008

                             ©2010 TopRank Online Marketing – All Rights Reserved
Follow the Money




          ©2010 TopRank Online Marketing – All Rights Reserved
SEO = Increased Conversions



                                               SEO is the most
                                               effective Online
                                               Marketing tactic
                                               for generating
                                               conversions




           Source: Forbes Ad Effectiveness Survey June 2009


          ©2010 TopRank Online Marketing – All Rights Reserved
Most SEO advice focuses on sales
                                         Features
 Searcher    Google                      Benefits                   Customer
                                         Buy!




News SEO focuses on media
                                                                     Trusted
                                                                     Source
                                           Facts
Researcher      Google                     Experts
                                           Trends
                                                                       Media
                                                                    Relationship

             ©2010 TopRank Online Marketing – All Rights Reserved
PUSH - PULL
Outreach:                                  Optimized:
Wire Service                               Press Release
Networking                                 Newsroom
Pitching                                   Social Media
RSS                                        Media Coverage

         ©2010 TopRank Online Marketing – All Rights Reserved
Search Engine Optimization


Definition of SEO:
 A set of methodologies that make it
 easier for search engines to find,
 index, categorize and rank web
 content.




             ©2010 TopRank Online Marketing – All Rights Reserved
What Happens With No SEO?

            What we see




         ©2010 TopRank Online Marketing – All Rights Reserved
  What Happens With No SEO?

               What search engines see:


Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas




                                   Adidas has no ranking for
                                   “men's running shoes”
                                   first 10 pages on Google
                                  ©2010 TopRank Online Marketing – All Rights Reserved
What Happens With No SEO?

            What we see




         ©2010 TopRank Online Marketing – All Rights Reserved
What Happens With No SEO?

            What we see




         ©2010 TopRank Online Marketing – All Rights Reserved
   What Happens With No SEO?

                      What search engines see:
Sales, new gear and more:                                                                 Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear,
 Visit a store: From our blog The Cleanest Line®                                                footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain
Backyard Adventures: Toiyabe Trails - Part 1                                                    jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing,
                                                                                                Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene®
Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert                underwear, Capilene Baselayers (and base layers), luggage, packs, backpacks,
         heat. Truth be…                                                                        totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard
Product Testing - Whale Watching with a Wee One                                                 bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs,

                                                   #3 on Google
"Signatures" from Sweetgrass Productions Coming this Fall
Subscribe to The Cleanest Line RSS feed E-Fiber Favorites
                                                                                                and Patagonia shoes. For the young ones in your life we also make children's
                                                                                                clothing, kids' apparel and baby clothes. Our online store, retail stores and
                                                                                                independent dealers offer women's outdoor clothing and men's outdoor clothing,


                                                 “outdoor clothing”
Men's Polo Shirt
                                                                                                including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers,
Men's Simple Synchilla Jacket                                                                   hats, gloves, waterproof jackets, waterproof pants, and windproof fleece for a
Men's All-Time Shell                                                                            variety of outdoor sports like skiing, snowboarding, surfing, camping, rock
Women's Netty Dress                                                                             climbing, alpine climbing, hiking, trail running, yoga, mountain biking, world travel,
Women's R1® Full-Zip Jacket                                                                     kayaking, and disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia
Kids' Live Simply T-Shirt                                                                       makes great women's surf clothes and swimwear and functional clothes for rock
                                                                                                climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit
Freewheeler                                                                                     our Web Specials page or check out one of our Patagonia Outlet Sales. Patagonia
Voluntary Recall:                                                                               believes in causing the least harm while doing business so we Lead an Examined
Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential         Life as a company and maintain transparency through The Footprint Chronicles™.
         casualty hazard.                                                                       Environmentalism, sustainability and a commitment to protecting the natural
If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read         environment through activism are part of our company's heritage and continue to
         this important notice.                                                                 this day as we work to continually reduce our carbon footprint. We hope you'll
                                                                                                subscribe to the Patagonia catalog and Patagonia emails, and stop by the
                                                                                                Patagonia blog, The Cleanest Line®, every morning to read a field report or listen
PATAGONIA® CLOTHING & GEAR                                                                      to a podcast while you enjoy your coffee. Patagonia.com is the online presence of
Men's Apparel: Shirts, Pants, Footwear                                                          the company, Patagonia, Inc. If the whiskey bottle gets passed around the
Women's Apparel: Shirts, Skirts, Yoga                                                           campfire too many times, folks might try and spell Patagonia like patigonia,
Travel Gear: Luggage, Packs, Totes, and Backpacks                                               pategonia, padagonia and pantagonia. Thank you for visiting Patagonia.
Kids': Jackets, Pants, Fleece for Children
Accessories: Posters, Blankets, Books                                                     © 2009 Patagonia, Inc.
Web Specials




                                                 ©2010 TopRank Online Marketing – All Rights Reserved
SEO Can Be Confusing




      How‟d they do that?



          ©2010 TopRank Online Marketing – All Rights Reserved
SEO Basics



                                              Search
       Keywords                               Friendly
                                                Site


                         Link
                        Building



         ©2010 TopRank Online Marketing – All Rights Reserved
Search Engine Market Share


Google 65.7%
Yahoo! Sites 17.3%
Microsoft Sites 10.7%
Ask Network 3.7%
AOL 2.6%

Source: comScore Dec 2009




                       ©2010 TopRank Online Marketing – All Rights Reserved
Google Basics:

•   Googlebot finds links to documents
•   Makes a copy of the web       • Keyword1 - Doc 14334
                                  • Keyword2 - Doc 75633
•   Organizes into an index       • Keyword3 - Doc 18631
                                  • Keyword4 - Doc 40035
•   Repeat                        • Keyword5 - Doc 12983
                                                            • Keyword6 - Doc 35634




                 ©2010 TopRank Online Marketing – All Rights Reserved
Google Basics


• User searches
• User location/login id‟d
• Words matched with index
• Returns matching docs
• Docs are sorted (ranked)
  as search results
• Customized by location/history

                                                            Image from Google.com

             ©2010 TopRank Online Marketing – All Rights Reserved
 Google Caffeine
What is “Google Caffeine”?
• Next-generation architecture for Google's web search
• Improves: size, indexing speed/method, accuracy,
  comprehensiveness
• Few front end, user experience changes (for now)
• Changed order of blended results:
   depreciates news, image, video
• Foundation for more “real-time”
  results i.e. Twitter
• More emphasis on content but links
  are still important

                ©2010 TopRank Online Marketing – All Rights Reserved
Personalized Search




          ©2010 TopRank Online Marketing – All Rights Reserved
Real Time Search




          ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

               ©2010 TopRank Online Marketing – All Rights Reserved
SEO Tactics – One Thing


And the magic answer is…..



     It depends on the
          problem.

          ©2010 TopRank Online Marketing – All Rights Reserved
SEO Tactics – One Thing



• Google uses 200+ “signals” to
  sort search results
• A handful could sabotage an entire
  site’s search visibility




          ©2010 TopRank Online Marketing – All Rights Reserved
SEO Tactics – One Thing




                                       Issue:
                                       Many pages not ranked
                                       Problem:
                                       Robots.txt file blocking
                                         bots
                                       Solution:
                                       Update ONE file
          ©2010 TopRank Online Marketing – All Rights Reserved
SEO Tactics – One Thing



                                       Issue:
                                       Needed better search
                                          rankings
                                       Problem:
                                       Most Title tags duplicates
                                       Solution:
                                       Dynamically publish
                                         unique titles
          ©2010 TopRank Online Marketing – All Rights Reserved
SEO Tactics – One Thing


Back to the magic answer ...

Make sure the site is crawlable
•   Remove barriers
•   Navigation
•   URLs
•   HTML & XML sitemaps
•   Talk to IT, Webmaster, SEO


               ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
PR Tactics That Affect SEO




   If content can be searched on,
         it can be optimized




          ©2010 TopRank Online Marketing – All Rights Reserved
9 PR Tactics That Affect SEO


1.   Press releases
2.   Letters to the editor
3.   Online newsrooms
4.   Media kits
5.   Corporate blogs
6.   White papers
7.   Webinars/demos
8.   Newsletters
9.   Real world interviews
               ©2010 TopRank Online Marketing – All Rights Reserved
Digital Asset Optimization


News Content

• Webinars
• Press Releases
• Images
• Video
• Blog/RSS
• PDFs
• MS Office Docs
Micromedia Optimization
PR Tactics That Affect SEO




          ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
PPC vs SEO for PR


SEO:
• Long term
• Part of content process
• Contingent on content and links over time
PPC:
• On demand
• Pay to play – pay more to scale
• Alternative & complimentary to natural Listings

             ©2010 TopRank Online Marketing – All Rights Reserved
PPC vs SEO for PR


PPC for Search Reputation




            ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
4 Step Keyword Research


1.   Brainstorm phrases
2.   Import to a keyword research tool
3.   Find popularity & variations
4.   Create a keyword glossary




               ©2010 TopRank Online Marketing – All Rights Reserved
Keywords


                                                     Research Funnel

Keywords show intent:
• Broad Concepts                                           Discovery

• Trends
                                                           Credibility
• Brands & People
• Specifics                                                   Match




           ©2010 TopRank Online Marketing – All Rights Reserved
Choose the Best Keywords


6 Keyword Research Tools:

•   Google Keyword Tool
•   Google Insights & Trends
•   Google Trends
•   WordTracker
•   Keyword Discovery
•   SEMRush.com

              ©2010 TopRank Online Marketing – All Rights Reserved
Choose the Best Keywords


Structure of a Keyword Glossary

•   Categories
•   Primary phrases
•   Derivatives
•   Permutations
•   Popularity
•   Relevance
•   Competitiveness
              ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
Basics of On-Page SEO

•   Title tags
•   Keyword placement
•   On-page titles
•   Navigation links
•   Body copy
•   Keyword text links
•   Image alt text
•   URLs

               ©2010 TopRank Online Marketing – All Rights Reserved
Basics of On-Page SEO


•   Content is reachable by “bots”
•   Content is added often/periodically
•   Content is organized in themes/categories
•   Keywords exist in content and internal text links
•   Monitor, adjust




              ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
Get More From News Releases


•   Research Keywords
•   Optimize Content
•   Call to Action
•   Landing Pages
•   Post to Newsroom
•   Pitch to media
•   RSS
•   Wire Service Distribution
•   Measure Success


                 ©2010 TopRank Online Marketing – All Rights Reserved
7 Press Release SEO Tips


1.   Think upward and to the left
2.   Optimize for people first
3.   Use keywords in Title, Subheading, body
4.   Don‟t obsess over keyword density
5.   A 500 word release – keyword 2-4 times
6.   Use keywords in links to site
7.   Add media:
     images, podcast, video
      pdf/word docs


                ©2010 TopRank Online Marketing – All Rights Reserved
Press Release Optimization




          ©2010 TopRank Online Marketing – All Rights Reserved
Meta Data


• Title tag: 8-12 words, important keywords on
  the left. Focus on 1-2 keyword phrases.
  MOST important location for keywords in a
  document used to rank web pages.

• Meta description: 10-25 word elaboration of
  the title tag. Used to describe the site in
  search results. NOT used for rankings.,
  pdf/word docs



               ©2010 TopRank Online Marketing – All Rights Reserved
Meta Data




                   www.prnewsonline.com
            ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
Newsroom Optimization


•   Blog software: WordPress,
    TypePad, Blogger.com
•   Share/Save bookmarks
•   Keyword categories
•   Chronological archives
•   Site search
•   Subscribe RSS Feed
•   Optimized for keywords
•   SEO: Press releases, Media coverage, Events
•   Cross link to related pages on main web site

               ©2010 TopRank Online Marketing – All Rights Reserved
 Newsroom Optimization
www.toprankmarketing.com/newsroom/




                                                       Top Ten Google Rankings
                                                       • online PR
                                                       • news optimization
                                                       • internet marketing firm
                                                       • digital marketing
                                                        account manager



                   ©2010 TopRank Online Marketing – All Rights Reserved
Newsroom SEO Checklist


 Keyword research
 Title tags (dynamic AND hard coded)
 Keywords in categories
 Keywords in document titles, directory names, file names
 Social links: make it easy to bookmark and share
 Optimized RSS feed facilitates syndication
 Optimize digital assets: images, video and audio
 Optimize other file formats: MS Office docs & PDF



               ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
 Linking Building

 Links “electrify”                                     Book
                                                       mark
                                                                        Pickup



 content in search
- Earn links with content                Pickup
                                                              Press Release

- Promote socially                                            Press Release               Pickup


- Link up with partners                                       Release
                                     News
- Cross link internally              Room



- Embed links in releases                                     Press                     Book
                                                                                        mark
- Social bookmark pickup                      Pickup




Use keywords in link text                                                        Blog


   No: click here Yes: red widget

                    ©2010 TopRank Online Marketing – All Rights Reserved
Social Media Link Building




                               Blog




           ©2010 TopRank Online Marketing – All Rights Reserved
Link Building Tactics
Profiles                           Build and Host Useful Tools           Apply for industry awards, web site
Article Submissions                Awards (badge)                              and blog awards
Unpaid Directories                 Contest (badge)                       Ensure industry groups you‟re
Paid Directories                   Cross link company-owned websites           involved with, link to you
Widgets                            Write reviews                         Create a wiki
Conference Sponsorships            Promote Content on Social Sites       Create microsites for causes,
                                                                               events, specific purposes
Association Sponsorships           Blog/RSS Feed Directory
                                        Submissions                      Affiliate program
Aggregated Content
                                   Ads on Search Friendly Sites          Become resource on Q/A websites
Research & Surveys                                                             like Yahoo Answers
Blog Reviews                       Classified Ads
                                                                         Slideshare and similar content
Job Listings                       Post Ebook or Substantial                   hosting
Testimonials                            Whitepaper
                                                                         Monitor 404 stats and ask link
Letters to the Editor              Exchange links with                         sources to fix broken links
                                        marketing/business partners
Contributed Articles                                                     Solicit links directly from sources
                                   Post Surveys
RSS Feeds                                                                Provide „link to us‟ content on blog
                                   Write Guest Posts on Other Blogs            and/or web site
Blogroll
                                   Speak at events, offer PPT with links Leverage publicity and media
Bookmarking                             embedded
Social Media Pages                                                             relations for links
                                   Donate where a link of donors is      Digital asset submissions: images,
Squidoo Page                            published                              audio, video
Applications                       Transcribe video interviews to text
Optimized Press Releases                as separate posts

                           ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
SEO & Social: Yin Yang



Optimize Social Media for Search
The role of SEO in a social media effort is to directly
  influence discovery of social communities or content via
  search.

Link Building for SEO Through Social Media
Indirectly, social content can boost links to website content,
   improving search traffic and online sales.



                ©2010 TopRank Online Marketing – All Rights Reserved
Rise of Social Search

                                                     3 of the top search
                                                    engines are search
                                                   within a social network




                                                        Facebook % of
                                                    increase was more than
                                                       double of any other
                                                         search engine


      comScore qSearch Aug 2009 U.S. Search Engine Rankings

              ©2010 TopRank Online Marketing – All Rights Reserved
Power of the Retweet

                                    Content
                        Link
          Blogs &
         Publishers



                       Links!
                                            Links!



        Blogs &
       Publishers
                                               Blogs &
                                              Publishers
                                Retweet




               ©2010 TopRank Online Marketing – All Rights Reserved
Power of the Retweet




          ©2010 TopRank Online Marketing – All Rights Reserved
News Can Be Social
                                             Outbound
                                              Links

  Comments

                            Newsroom
                              Blog
 Facebook
                                                                    Blog
    
 
                                   Twitter                         Comments

                                   
                                    
                               
             ©2010 TopRank Online Marketing – All Rights Reserved
SEO and Social Media

                           Audience

                           Objectives

                            Strategy

                              Tactics

  Blog   Video              Twitter              SocNet          News

               Search Engine Optimization



                              Goal

          ©2010 TopRank Online Marketing – All Rights Reserved
Top Ten SEO Tips for PR


1. SEO tactics – if I could only do one thing...
2. PR tactics that affect SEO
3. When is PPC better than SEO for PR?
4. How to choose the best keywords?
5. Basics of on-page SEO
6. Press release optimization tips
7. Newsroom optimization tactics
8. Link building fundamentals
9. SEO and social media promotions
10. Measuring & selling the value of SEO

                ©2010 TopRank Online Marketing – All Rights Reserved
11 Metrics for News SEO


1. News wire service metrics
2. Web analytics for landing pages and web site
3. Google and Yahoo alerts
4. Monitor blog search engines (via RSS)
5. Press release landing page conversion tracking
6. Social media monitoring
7. Inbound links
8. Pickups on blogs
9. Pickups on other web sites
10. Pickups on publications
11. Search rankings
               ©2010 TopRank Online Marketing – All Rights Reserved
Showing the Value of SEO


Compare Company with Competition:
• Social search visibility (Google)
• News search ranking (Google News)

• Research a keyword glossary and run a ranking report
  on those phrases. Show the lack of search visibility
• Run a test of a few optimized news items, take
  benchmark measurements, then show progress
• Set keyword ranking goals and estimate cost to achieve
  the same goals with PPC. Then demonstrate the cost of
  organic search traffic vs PPC traffic

               ©2010 TopRank Online Marketing – All Rights Reserved
Learn From SEO Mistakes


 Using keywords important to you, not customers
 Content is not reachable by search bots
 New content is not added periodically
 Content is not organized logically – according to
  themes/categories
 Keywords missing in content and text links
 Low quantity of relevant sites linking in
 Not monitoring KPIs and ongoing refinement

             ©2010 TopRank Online Marketing – All Rights Reserved
Thank You
Lee Odden
Email: seo@toprankmarketing.com
Follow on Twitter: @leeodden
Learn: TopRankBlog.com
Hire us: TopRankMarketing.com

Download:
TopRank Guides to SEO & Social Media
toprankmarketing.com/SEOGuidePR/

								
To top