SEO, PR and our

ever-changing world

Trevin@tjshirey

InternetOur World Without

Infrastructure

No infrastructure=

No overhead

No infrastructure=

opportunity

You have more reach with a single tweet in 2014 than the world’s greatest newspapers had 30 years ago.

170 followers

• zuckerberg

• Chad hurley

• Girl on youtube

5.4 million YouTube subscribers2.5 million Instagram followers

$480,000 per year

If a high school girl is making millionsposting videos about shopping trips…

How can you use the Internet to power

growth?

101 Easy Ways To

-------Start Your Own-------

YouTube Makeup Channel

101 Easy Ways To Start A YouTube Makeup Channel

SEO(Search Engine Optimization)

Why Search Matters

What I Do

Make it easier for people to find out about my clients using search.

What My Friends Think I Do

What My Parents Think I Do

What I Think I Do

What I Do

Make it easier for people to find out about my clients using search.

• Harrisburg Example

Why Search?

5,922,000,000searches per day

China India United States Indonesia Brazil Pakistan Nigeria Bangladesh Russia Japan Mexico Philippines Vietnam Ethiopia Egypt Germany Iran Turkey Democratic Republic of the Congo Thailand France United Kingdom Mali Dominican Republic Bulgaria

Italy Burma South Africa South Korea Colombia Spain Ukraine Tanzania Kenya Argentina Algeria Poland Sudan Uganda Canada Iraq Morocco Peru Uzbekistan Malaysia Saudi Arabia Venezuela Nepal Afghanistan Tajikistan

Yemen North Korea Ghana Mozambique Australia Taiwan Ivory Coast Syria Madagascar Angola Cameroon Sri Lanka Romania Burkina Faso Kazakhstan Niger Netherlands Chile Malawi Ecuador Guatemala Austria United Arab Emirates Israel Switzerland

Cambodia Zambia Senegal Zimbabwe Chad South Sudan Belgium Cuba Tunisia Guinea Greece Rwanda Czech Republic Somalia Portugal Haiti Benin Burundi Bolivia Hungary Sweden Azerbaijan Belarus Honduras Hong Kong

500,000,000queries/day have never been searched before

39x

• We used to find information like this

People used to find information like this…

….and this.

Now we are using search…

…for everything.

SEO = Increasing Visibility

• Google search result example here

SEO changes made to site

SEO changes made to site

SEO IN ACTION

Ranking #1 for “boston lobster fishing”

This keyword drives 5,000 visitors per year. 7% of those sign up to receive lobster.

Each sign up has a lifetime value of $20,000

Search = business

350 new customers through search

Total value: $7,000,000

Search = money

What I Think I Do

RevenueImpressionsPhone CallsDownloadsPurchasesLeads

Visibility Finding the sweet spot where SEO & PR meet

Building relationships online, connecting with influencers, growing brand, earning media placements

Online PR

Search-friendly architecture, keyword-driven content, optimized meta tags

SEO

You can do an “OK” job with one or the other, but you can’t excel online without doing both.

SEOs need PR to:

Make our traffic matterGrow our online brandsEarn mentions and placements online

PRs need SEO to:

Quantify and measure online effortsIncrease online visibility through searchImprove reputation management

There were over 14 billion core searches in December vs. 285 million who watch TV in a given month.

72% of PR agencies now offer SEO

Public Relations Consultants Association

Web content creation is biggest client demand reported by PR agencies

PR Goal SEO Goal

Increase visibilityGain exposure

Action Real, actionable ways to improve PR through SEO

Optimize your online press releases*

Optimize your online press releases*

Bad:

PNC launches “Save A Life” campaign

Good:

PNC announces breast cancer awareness campaign in Mechanicsburg

Use descriptive page titles

Use descriptive page titles

Bad:

Find Perfect Home with Trevin’s Real Estate

Good:

Harrisburg PA Home Buying TipsFrom Trevin’s Real Estate

Aim for placements on high-traffic sites

Aim for placements on high-traffic sites

Free scorecard: OpenSiteExplorer.org

Measure your campaigns in visits, conversions, leads and revenue, not impressions

Measure your campaigns in visits, conversions, leads and revenue, not impressions

Create new content to protect reputations

Make your content easy to share

Use keyword data to generate content ideas

Use SEO to go after geo-targeted keywords via

Google’s Keyword Planner

Use SEO to go after geo-targeted keywords

Google’s Keyword Planner

Use SEO to go after geo-targeted keywords

Google Adwords Keyword Planner

Use SEO to go after geo-targeted keywords

Tell people what to do

Turn big press mentions into new leads

Use your site to drive new business

Start using Google+

Gain long-term exposure to campaigns through search – for free!

Residual web traffic – free exposure

45% visits 55% visits

Make inbound marketing part of every campaign

Quick PSA

Marketing is hard

YOU

YOU(on a good day)

End PSA

SEARCH MARKETING

SEARCH MARKETING

LOW COST

SEARCH MARKETING

LOW COST SCALABLE

SEARCH MARKETING

LOW COST SCALABLE TARGETED

THE INTERNET

We are the Internet

Search is how we navigate our world

Search is how we navigate our world

Questions?Slides available at TrevinShirey.com/PR