why seo and pr are bff's: a prsa presentation by bill finn of finn digital

Get Started with SEO Todayand see success tomorrow

“People don’t want to connect with brands. They want to connect with each other. Fascinating companies

create more opportunities for people to connect with each other; through the

brand.”— Sally Hogshead, Author of Fascinate

Finn Digital• Digital Agency• Regional clients

with global reach• Where marketing

and technology strategy meet, we’ll be there

• B2B and B2C

Our Rules of Thumb• Consider the audience

first• Reflect your offline

business success, online

• Use technology to extend reach

• Strong online experiences have strong purpose

Install Analytics

Redefine Target Audiences

What are the top three business goals?

Finding the “right” keywords

Strategically Insert Pinnacle Keywords into Copy

Tactics?• Replace pronouns or filler words

with keywords• Make the story vignette emotional• Balance – avoid keyword “stuffing”

Measure Keyword Density• Divide the number of times a

keyword phrase (e.g., "search engine optimization") appears in the first 500 words of your copy, by 500

• Then multiply by the number of words within the keyword phrase

• 5/500 x 3 = 3% • 2.7% and higher is ideal

Consistent and Regular Updates to Content

What Vehicles for Content?Explore Write Once, Read Many

Opportunities– Video– Blog– Twitter– Facebook– News outlets– Interactive contests

Editorial Calendar

• Blog• YouTube• Twitter• Facebook• Flickr• Promotions• Website

NewsVideoBlogTwitterFacebookNews outletsInteractive contests

Link Juice

Establish opportunities for expanding and increasing traffic from new and existing sources.

CONTENT.FORWARD.

Engage.

What Can Your Digital AgencyDo For You with SEO and PR?• Time and resources• Strategy for the bigger picture• Attention to detail• Reporting• Interpret and expose new

opportunities

Alysha Schertz, BizTimes

• Connect with Twitter• Connect in person • Build relationships before you need

them• Supply “expert” resources• Instant information access

Stan Miller, JournalSentinel

• Provide information• Digital makes his job easy• Push all assets, don’t piecemeal • Twitter used to tap into public

interest

blog.finndigital.com

• Video interview with Alysha Schertz, BizTimes

• Video interview with Stan Miller, Milwaukee JournalSentinel

• SEO Traffic Forecaster spreadsheet, fromEric Vallee, WennSoft

• Special thanks to Adam Parikh, Mark Travel Corporation