pr news seo webinar with jen grant
DESCRIPTION
Boost Your PR Messaging in Search Results With SEO Tactics. Being able to optimize your PR messages—in all their forms—will not only raise the profile of your clients or your organization, it will make you a star on your own PR team. This PR News SEO Webinar will show you how to find and use keywords in news releases that have an impact on search results; optimize video, photos, images and social media content for search; write SEO-driven copy that turns readers' heads without turning them off; and measure the results of your optimization efforts to take back to senior management.TRANSCRIPT
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PR News WebinarMay 16, 2012
DAY-TO-DAY SEO TACTICS TO AMPLIFY ALL YOUR MESSAGES
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WEB COPY OPTIMIZATION
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WEB COPY OPTIMIZATION
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WEB COPY OPTIMIZATION
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PERSUASIVE, YET STRATEGIC WEB COPY
Two key factors in writing optimized web copy:• Think like the consumer• Be relevant
Be diligent in learning nuances within your topic. • Host an interview with client and/or customers
Plan ahead.• Create and use keyword clouds – topical, seasonal etc.
Include relevant links.• Local content? Link to relevant local businesses or activities.
Write first. Optimize last.• Truly authentic content cannot be written when staring at a list of keywords.• Once you have your content written, go back and sprinkle in keywords.
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SOCIAL SEARCH OPTIMIZATION(adjust headline position to your selected image)
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SOCIAL SEARCH OPTIMIZATION
One of the easiest ways to break down the tactics in optimizing for social search is to put them into two categories:
ON-SITE• Social sharing buttons
• Social commenting • Social media landing
page/directory
• ‘Connect with Us’ icons and links in headers/footers
OFF-SITE• Create standard “naming convention”
• Include brand/product name in vanity URL’s and page/profile names
• Be mindful of crawlable sections of Facebook pages
• Optimize titles and descriptions for photos and videos
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SOCIAL SEARCH OPTIMIZATION
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METRICS: SO WHAT?
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METRICS AND MEASUREMENT – SO WHAT?
Metrics should be identified and evaluated during all phases of every campaign and must map back to business goals.
Think beyond the standard page views and visitors.
•Utilize Goals within your analytics platform• Align online expectations with your
overall marketing and PR plans
•Be sure to consider the following KPI’s • ‘Quality over quantity’ when
measuring # of connections• Social shares • Reach and impressions
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MOBILEOPTIMIZATION MUST HAVES
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MOBILE APPS
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OPTIMIZING YOUR MOBILE APP
Your app is just like any other web page.
Think like a consumer!• Include product/brand in name of app
• Use keywords in description
• Create app landing page on your website and cross-link to page on app store
• Factors that effect rankings:• Download volume• Rating quality• Promoted within app directories
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KEY TAKE-AWAYS
Always ask yourself.. “SO WHAT?”
Be real. Be relevant.
Know your business. Think like your consumer.
Every piece of content should be optimized at some level.
Keep learning. Keep reading.
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QUESTIONS?
© 2012 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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JEN GRANT5 0 3 . 4 4 3 . 7 1 7 2
j g r a n t @ w a g g e n e r e d s t r o m . c o m
CONTACT US
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