©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and...

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Practical Tools for Increasing Trafficto Your Corporate Website

Lee Odden - CEOTopRank Online Marketing

toprank.org


Company YadaYada

• Consulting• Speaking• Blogging


• Content Optimization• Newsroom Usability• Content / Promotion

Matrix

Agenda for Increasing Traffic


“Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *

“More than 85% report visiting a corporate website or online newsroom at least once a month.” *

* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey

Why Optimize for PR?


Content Optimization (SEO)

Push Pull

• Newswire• RSS• Pitching/Blogger Relations• Social Media Engagement

• Standard Search• News Search • Blog Search• Media Search

Optimization


SEO Considerations

Content Links



Basic SEO Principles:1. Content is reachable by search engines

2. Content is added often/periodically

3. Content is organized logically

4. Keywords exist in content and internal text links

5. Quantity of quality incoming links - keywords

6. Analytics and tracking to monitor, adjust



Basic Keywords/Links SEO is Not Enough!

SEO Triple Threat:• Optimization• Link Building• Promotion


Keyword Research Tools• Google AdWords Tool• Microsoft Keyword Forecast• Seodigger.com• KeywordDiscovery.com• Wordtracker.com• Spyfu.com• Web analytics (referring keywords)• Site search logs



Keyword Research Tools


• Create keyword glossary

• Map keywordsto content

Keyword Research


• Press releases / news releases• Online op-eds / letters to the editor• Online newsrooms and media kits• Other corporate site content that references PR• Blogs• Reports / white papers• Email newsletters• Social networks and profiles• Interviews (coach interviewee on keywords)• Podcasts / Internet radio shows

PR Content to Optimize


On Site• Press Releases• Online Media Room• Blog

PR Content to Optimize

Off Site• Social media profiles

(Twitter, Stumbleupon, Delicious)

• Social networking profiles (LinkedIn, Facebook)

• Blog


• Give them something to link to!• Embed links in press releases• Cross link• Social bookmark pickups• Submit to directories• Publish a blog

Linking Tips


• Marketleap Link Popularity• Yahoo Site Explorer• Google Webmaster Central• Microsoft Webmaster Tools

Linking Tools


Linking Tools


• Analyze the current link environment• Develop a link building plan• Assess competitor link activity for opportunities• Sources linking to high ranking sites may link to

you as well• Analysis of what is working for others can work

for you

Linking Tips


• Easy to find contact info• Segment news types, topics• Segment media/content types: video, podcast,

images, webinar, white paper• Exec bios and images• RSS subscription (and RSS to Email)• Site search• Social news/bookmark options for resources

Usability Tips for Newsroom


Usability Tips for Newsroom


Inventory Assets – Match with Channels

Content / Promotion Matrix

TextImagesAudioVideoRSSMobileLocalNewsWidgetsProducts

Standard Search EnginesFlickrOdeoYouTubeTechnoratiMobile Search EnginesSuperpagesNewswire, News SearchBlogs

Digital Assets Channels of Promotion


• Research keywords• Map keywords to content• Allocate resources to

– on-page optimization– link building – AND content promotion

• Inventory media and promote to appropriate channels

Takeaways


Thank You!

Thank You

Lee [email protected]

toprankblog.com

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and...

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