©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation...
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Transcript of ©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation...
©2008 TopRank® Online Marketing. All rights reserved.
PRSA Teleseminar – 05/15/08
Reputation Managementin a Google World
Lee Odden, CEO TopRank
Kami Watson Huyse, APR myPRPro
©2008 TopRank® Online Marketing. All rights reserved.
SEO – Search Engine Optimization
SERP – Search Engine Results Page
Title Tags – Description seen on top bar of a browser for each Web page
Meta Description – Description of the page which a search engine may consider or display
Categories – Used inside a blog to group like content
Tags – Used by Technorati and other services to index pages
A New Vocabulary
http://www.seo-dictionary.com
©2008 TopRank® Online Marketing. All rights reserved.
Dec 2006 – 6.7 billion searches(comScore)
Dec 2006 – 6.7 billion searches(comScore)
Dec 2007 – 10 billion searches(comScore)
Dec 2007 – 10 billion searches(comScore)
March 2008 – 6.4 billion searchesGoogle
(comScore)
March 2008 – 6.4 billion searchesGoogle
(comScore)
©2008 TopRank® Online Marketing. All rights reserved.
59.8% Google21.6% Yahoo9.6% Microsoft4.9% AOL4.6% Ask
Search Market Share
comScore March 2008
©2008 TopRank® Online Marketing. All rights reserved.
?
Reputation Engine
©2008 TopRank® Online Marketing. All rights reserved.
New Corporate Homepage
©2008 TopRank® Online Marketing. All rights reserved.
For Fun: TopRank
©2008 TopRank® Online Marketing. All rights reserved.
For Fun: My PR Pro
©2008 TopRank® Online Marketing. All rights reserved.
An Interconnected footprint of relevant • Content• Photos• Video• Audio
Actively managing the reputation of the brand, issue or company
Public Relations and Search
©2008 TopRank® Online Marketing. All rights reserved.
• SERPs can give PR visibility• Crisis Management• Proactive search engine reputation management• Importance of link building• Ranking report software• Relevant content that also gets search results• Search engine optimized press releases and • Unique e-mail and URLs for measurement
Impact of SEO for PR
©2008 TopRank® Online Marketing. All rights reserved.
A Reputation Tarnished
©2008 TopRank® Online Marketing. All rights reserved.
And Slowly Improving
©2008 TopRank® Online Marketing. All rights reserved.
PayPal Problem
©2008 TopRank® Online Marketing. All rights reserved.
PayPal Problem
©2008 TopRank® Online Marketing. All rights reserved.
WalMart Watch
©2008 TopRank® Online Marketing. All rights reserved.
WalMart Wake Up
©2008 TopRank® Online Marketing. All rights reserved.
Home Depot
©2008 TopRank® Online Marketing. All rights reserved.
Home Depot
©2008 TopRank® Online Marketing. All rights reserved.
SEO Considerations
Content Links
©2008 TopRank® Online Marketing. All rights reserved.
• Identify your brand keywords• Inventory your digital assets• Match with channels of promotion• Ensure site is spiderable• Keywords in titles, navigation, content & links• Promote content & attract links• Always look for links• Monitor with web and social media analytics
SEO Tips
©2008 TopRank® Online Marketing. All rights reserved.
Keywords to Monitor
• Products
• Company
• Executives
• Include modifiers: “sucks” “scam” “kudos”
©2008 TopRank® Online Marketing. All rights reserved.
Pre Universal Heat Map
©2008 TopRank® Online Marketing. All rights reserved.
Universal Search Heat Maps
©2008 TopRank® Online Marketing. All rights reserved.
Your Company Sucks
©2008 TopRank® Online Marketing. All rights reserved.
And Also Yours
©2008 TopRank® Online Marketing. All rights reserved.
• Seodigger.com
• KeywordDiscovery.com
• Web analytics
• Site search logs
• WordTracker
Keyword Research Tools
©2008 TopRank® Online Marketing. All rights reserved.
Keyword Research Tools
©2008 TopRank® Online Marketing. All rights reserved.
Keyword Research Tools
©2008 TopRank® Online Marketing. All rights reserved.
• Create keyword glossary
• Map keywordsto content
Keyword Research Tools
©2008 TopRank® Online Marketing. All rights reserved.
• Press releases• Online op-eds• Online newsrooms• Corporate blogs• Reports / white papers• Email newsletters• Webinars• Podcasts / Internet radio shows • Interviews (coach interviewee on keywords)
News Content to Optimize
©2008 TopRank® Online Marketing. All rights reserved.
On Site• Press Releases• Online News Room• Blog
News Content to Optimize
Off Site• Social media profiles
(Twitter, Stumbleupon, Delicious)
• Social networking profiles (LinkedIn, Facebook)
• Blog
©2008 TopRank® Online Marketing. All rights reserved.
Blog Based Newsroom
Template optimized• Title tags• Categories• Meta description
Keyword optimized• Post title• Body copy• Links• Image alt text
©2008 TopRank® Online Marketing. All rights reserved.
Release Optimization
©2008 TopRank® Online Marketing. All rights reserved.
Release Optimization
• Think upward and to the left• Optimize for people first, search engines next• Use keyword(s) in Title, Subheads, body• Don’t obsess over keyword density• A 500 word release – keyword 2-4 times• Use keywords in links to company web site• Add media: images, podcast, video, pdf/word
docs
©2008 TopRank® Online Marketing. All rights reserved.
• Earn links with great content• Promote content on social networks• Embed links in press releases• Link up with partners• Cross link internally• Social bookmark pickups
Linking Building
©2008 TopRank® Online Marketing. All rights reserved.
Never stop acquiring inbound links
Keywords
Key Word
Word
Key
KeyWord
Word
Key
KeyWord
KeyWord
Word
Key
KeyWord
Word
• Back link analysis• Directory submissions• Article marketing• Press releases• Blogs & RSS• Social bookmarks• Viral marketing
Bottom line:Create high quality content
Linking Building
©2008 TopRank® Online Marketing. All rights reserved.
• Marketleap.com• siteexplorer.search.yahoo.com
Free Linking Tools
©2008 TopRank® Online Marketing. All rights reserved.
Marketleap Tool
©2008 TopRank® Online Marketing. All rights reserved.
Marketleap Tool
©2008 TopRank® Online Marketing. All rights reserved.
Marketleap Tool
©2008 TopRank® Online Marketing. All rights reserved.
Yahoo Site Explorer
©2008 TopRank® Online Marketing. All rights reserved.
• 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
©2008 TopRank® Online Marketing. All rights reserved.
Holistic SEO Promotion
Match News to Channel
•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark
Optimize & Promote
©2008 TopRank® Online Marketing. All rights reserved.
Channels Respond
•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark
Traffic - L
inks
Holistic SEO Promotion
©2008 TopRank® Online Marketing. All rights reserved.
Keyword Ranking Tools
http://tools.seobook.com/firefox/rank-checker/
Monitoring Tools
©2008 TopRank® Online Marketing. All rights reserved.
Monitoring Tools
©2008 TopRank® Online Marketing. All rights reserved.
Monitoring Tools
©2008 TopRank® Online Marketing. All rights reserved.
Monitoring Tools
©2008 TopRank® Online Marketing. All rights reserved.
• Identify brand keywords• Setup monitoring• Proactively optimize content• Proactively acquire links• Optimize off-site content
Takeaways
©2008 TopRank® Online Marketing. All rights reserved.
• Toprankblog.com• Communication Overtones• “Radically Transparent” by Andy Beal & Judy Strauss • Searchengineland.com • Searchenginewatch.com• Google.com/webmasters
Find all links at:
http://del.icio.us/kamichat/ReputationSEO
Resources
©2008 TopRank® Online Marketing. All rights reserved.
Lee Odden
TopRankMarketing.com
Toprankblog.com
Kami Watson Huyse
myPRpro.com
[email protected] Overtones Blog
Thank you