the pr pro's secret weapon: leveraging seo to …...search engine optimization is a set of...
TRANSCRIPT
The PR pro's secret weapon:
leveraging SEO to maximize PR impact
Erik Huddleston & Chris Rightmire
Chris RightmireResearch Analyst
FleishmanHillard
Erik HuddlestonCEO
TrendKite
Impact?
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BRAND IMPACT
DIGITAL IMPACT
BOTTOM-LINE IMPACT
Impact!
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AWARENESS MINDSHARE REPUTATION
Brand Impact
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TRAFFIC SEO SOCIAL AMP
Digital Impact
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Bottom-line Impact
INFLUENCED PIPELINE REVENUE
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TRAFFIC SEO SOCIAL AMP
Digital Impact
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(SEO) Search engine optimization is a set of practices that
marketers follow to bring visitors to their website.
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Why SEO matters
to PR Pros
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Domain Authority
What sources of information do consumers rely on when making purchasing decisions?
Media articles are 2nd, behind direct recommendations
depend on word-of-mouth
based on articles, blogs, reports…earned media47%
58%
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Backlinks
Google uses backlinks as a way to gauge what the rest of the internet thinks of you.
According to Brian Dean
of Backlinko, “The number of domains linking to
a page correlates with rankings more than any
other factor.”
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But not all links are created equal…
Good
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
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Better
Good
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
@TrendKite
#prdailyconf
Best
Better
Good
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
Toys ‘R’ Us will open on Thanksgiving Day. The toy retailer said Monday it is offering 30 straight hours of non-stop Black
Friday shopping—opening at 5 p.m. local time on Thursday, Nov. 24, and closing at 11 p.m. the next day.
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Keywords
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Navigational“Alamo Drafthouse Cinema
movie times”
Transactional“Buy movie tickets online”
Research“Best movie theaters”
Informational“What movies come out in December”
Very High Conversion %
High Conversion %
Moderate Conversion %
Low Conversion %
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Measure your
Keyword performance
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“20% of search rank is whether
Google’s bots can get to your
site quickly & easily (the
technical SEO part). The other
80% is based on the freshness
& quality of your content, in
addition to how the rest of the
web is noticing, commenting on,
sharing, & linking back to your
content.”
- BILL LEAKE, CEO OF APOGEE RESULTS
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Measuring Impact
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Chris Rightmire
Measuring Web Impact
Measuring Outlet Generosity
Backlinks/CTAs
Connecting Opportunities
Export CSV of links from TrendKite
Import links into Scrapebox’s page scanner plug-in
Set a list of goal URLs (your brand website or partner eCommerce sites)
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Maximizing Opportunity
We want to identify outlets and journalists that create the following types of articles:
Prominently mentions
our brand
High domain
authority
High social
engagement
High reach
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Maximizing Opportunity
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All Under One Roof
Months withTrendKite
~ClientsOn-boarded
Trained onits use
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Questions?
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Thank YouCase Studies and Best Practices guides,
visit trendkite.com/resources
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