seo & pr
DESCRIPTION
How SEO integrates with online PR in relation to old-school public relation campaigns.TRANSCRIPT
OPTIMIZING YOUR ONLINE PR STRATEGY FOR SEARCH & SOCIAL
Stoney [email protected] @StoneyD
@PolePositionMkg
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEPrint Readers are Purposeful
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEWeb Readers Have a Lack of Focus and Intent
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEInternet Readers are Highly Distractible
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEInternet Readers are Usually Multi-tasking
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEThe Internet is Highly Competitive When it Comes to Content
HO
W PRIN
T AUD
IENCE D
IFFERS FROM
WEB AU
DIEN
CEThree Major Considerations for Online Content
Search Engines
Social Media Conversions
Good Content Accomplishes all Three
GO
ALS OF O
NLIN
E PRGet Noticed
GO
ALS OF O
NLIN
E PRGet Traffic
GO
ALS OF O
NLIN
E PRGet Customers
GO
ALS OF O
NLIN
E PRGet Links
BACKGRO
UN
D RESEARCH
How People Search
Keywords in Content
Think Keywords
Hear Keywords
Search Keywords
BACKGRO
UN
D RESEARCH
Find Keywords Your Audience Uses
BACKGRO
UN
D RESEARCH
Keywords Don’t Always Mean What We Think
cordless telepho
ne headset
cordless telepho
ne headset
Sandwich Duffel Worms Bean Sleeping Lady
BACKGRO
UN
D RESEARCH
Knowing Your Audience
Searcher Interest NeedBusiness
Students
Hobbyists
Education
Information
Ideas
Strategy
Direction
Community
A SEARCHER who has an INTEREST in a specific NEED
BACKGRO
UN
D RESEARCH
Target Entire Audience, Not Just Journalists
Researchers Shoppers Buyers
Researchers
Purpose:Looking for information
Shoppers
Purpose: Comparing Products
Buyers
Purpose: Looking at Specifics
CRAFTING
THE STO
RYGrab Their Attention
Do they see their keywords?
Does the headline pop?
Does your intro draw them in?
CRAFTING
THE STO
RYMake it Interesting
Unique Different Approach
Compelling Valuable
Influences Rankings
Provides Label for Browser
Drives Initial Click
*63 Character Limit
CRAFTING
THE STO
RYTitle Tags
Description is valuable.
Not so much
Meta Description
Not needed on every page
Compelling
Substantially unique
20-40 word page summary
CRAFTING
THE STO
RY
CRAFTING
THE STO
RYKeyword Integration
text text text text skeif mule text text skeif mule text text mule text text text text skief mule text text text text text text text text skief text text mule text text skief mule text text text text text text text text text text text text skief mule text
text text text red marbles text text text text text text text text text text text text text red marbles text text text text text text text text text text text text text text text red marbles text text text text text text text text text text text text text text
jump rope text red marbles text text text rubber balls text red marbles text text text rubber balls text text text text text text text text red marbles text text text text jump rope text rubber balls text text text text text text text text jump rope text
Focused keywords
Red marbles
Too many keywords!
Jump rope
Rubber balls
Red marbles
colored marbles text red marbles text text Green marbles text red marbles text text text green marbles text text text text text text text text red marbles text text text colored marbles text green marbles text text text text text colored marbles text
Tight keyword focus.
Colored marbles
Green marbles
Red marbles
CRAFTING
THE STO
RYUse Images to Draw Visitors into Content
CRAFTING
THE STO
RYMedia Integration to Strengthen Your Message - Photos
CRAFTING
THE STO
RYMedia Integration to Strengthen Your Message - Video
Increase Engagement
Integrate Keywords Drives Traffic
Add Links!CRAFTIN
G TH
E STORY
Semantically
Keyword Usage Active Text Calls to Action
Textually
To the point Links to supportive info
Customer centric
Visually
Headlines Bullet points Bolding Links
How to Please EveryoneCRAFTIN
G TH
E STORY
BROAD
CASTING
YOU
R MESSAG
EIt’s Not Just News!
BROAD
CASTING
YOU
R MESSAG
EOnline PR Submissions
Build
Distribute
Track
BROAD
CASTING
YOU
R MESSAG
ESocial Pushing
Can you create a compelling call to action and set expectations while inspiring the click in less than 140 characters? Cause you'll need to.
BROAD
CASTING
YOU
R MESSAG
ERSS Feeds
Pull Technology
Reader’s Convenience
Not Lost in Chatter
BRING
ING
IT HO
ME
Everything Flows Back Home
It’s all about building , branding and marketing the website!
