Press And Public Relation Campaigns Lee Odden (Tin180 Com)
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Transcript of Press And Public Relation Campaigns Lee Odden (Tin180 Com)
- 1.SEO + PRTactics&Measurement Lee Odden - CEO TopRank Online Marketing toprank.org Pubcon 2007
2. Walk the Talk 3. 4.
- Why optimize news?
- 3 SEO tactics for PR
- 3 ways to measure
Agenda 5.
- 64% of journalists report that they use either Google or Yahoo! online news services to follow the news.*
- Single greatest change in journalism practices due to new Internet technology is that they can now re searchcorporate and other news online 24 hours a day.
- * Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07
Why Optimize News? 6.
- 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 News? 7.
- Easy for journalists researching stories to find you
- Expands branding footprint on the web
- Proactive search results reputation management
- Fuel sales pipeline
Why Optimize News? 8.
- Standard search
- News search
- Blog search
- Image, video, audio search
- Local search
- Search within social networking sites
- Personalzed and universal search
Information Consumption 9. New PR Model Push Pull
- Newswire
- RSS
- Pitching/Blogger Relations
- Social Media Engagement
- Standard Search
- News Search
- Blog Search
- Media Search
Pull = SEO 10.
- If it can be searched on, it can be
- Optimized
Why Optimize News? 11.
- Make iteasyfor consumers and journalists alike tofindyourmessageon thechannelsand in theformatthey prefer
Why Optimize News? 12.
- Press releases / news releases
- Online op-eds / letters to the editor
- Online newsrooms and media kits
- Other corporate site content referencing PR
- Blogs
- Reports / white papers
- Webinars / demos
- Email newsletters
- Social networks and profiles
- Interviews (coach interviewee on keywords)
- Podcasts / Internet radio shows
PR Content to Optimize 13.
- 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
14.
- Inventory Assets Match with Channels
Text Images Audio Video RSS Mobile Local News Widgets Products Standard Search Engines Flickr Odeo YouTube Technorati Mobile Search Engines Superpages Newswire, News Search Blogs Digital Assets Channels of Promotion PR Content to Optimize 15.
- Press Release SEO
- Blog Online Newsroom
- Social Media Relations
3 SEO Tactics for PR 16.
- Start with Outcomes in Mind
- Keyword Research
- Release Optimization
- Landing Pages
- Post to Newsroom
- RSS
- Wire Service Distribution
- Measure Success
Press Release SEO Tips 17. Start with Outcomes
- Match Purpose with Metrics
- Page views/impressions
- Media pickups
- Blog pickups
- Links
- Rankings
- Traffic
- Conversions
18. Landing Page 19.
- Distribute release via SEO savvy wire service
- PRNewswire.com
- BusinessWire.com
- PRWeb.com
- Marketwire.com
- Primenewswire.com
Wire Services 20.
- Press Release
- Blog Online Newsroom
- Social Media Relations
3 SEO Tactics for PR 21. Blog Online Newsroom
- Blog software
- Press releases
- Media coverage
- Events
- Keyword optimized
- Anchor text links
- Keyword categories
- RSS Feed
22. Usability Tips for Newsroom 23.
- 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 24.
- Press Release
- Blog Online Newsroom
- Social Media Relations
3 SEO Tactics for PR
- Blogs
- StumbleUpon
- Del.ici.ous
Use technology to help build relationships 25.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure 26.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure 27.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure
- Identify most
- Influential bloggers
- based on:
- Posts
- Comments
- Links
28.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure
- Measurement Tools:
- Radian6
- Collective Intellect
- BuzzLogic
- Blogpulse
- Keotag
- RSS Search Results
- - news
- blogs
- forums
29.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure
- Short term/permanent
- Blogs
- Syndication
- Repurpose pickups Publicize your publicity to go viral"Aaron Wall
30.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure 31.
- Social Media Analytics
- Pickups and Links
- Traffic and Conversions
3 Ways to Measure 32.
- Wire service metrics
- Web analytics
- Google and Yahoo alerts
- Monitor blog search engines (via RSS)
- Embed tracking codes in the links from the release to the landing page to track conversions
- Social media analytics, blogger conversations
Measure Success 33.
- Identify PR content to optimize
- Match purpose to measureable outcomes
- Tactics: Release, Newsroom, Social Media Relations
- Measurement: Social Media, Links, Conversions
Takeaways 34. Thank You!
- Lee Odden
- [email_address]
- toprankblog.com
