Download - Press And Public Relation Campaigns Lee Odden (Tin180 Com)

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Lee Odden - CEOTopRank Online Marketing

toprank.org

SEO + PR Tactics & Measurement

Pubcon 2007


Walk the Talk


• Why optimize news?• 3 SEO tactics for PR• 3 ways to measure

Agenda


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 researchsearch corporate and other news online 24 hours a day.”

* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07

Why Optimize News?


“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?


• 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?


• Standard search• News search• Blog search• Image, video, audio search• Local search• Search within social networking sites

• Personalzed and universal search

Information Consumption


New PR Model

Push Pull

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

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

Pull = SEO


If it can be searched on, it can be

Optimized

Why Optimize News?


Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer

Why Optimize News?


• 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


On Site• Press Releases• Online Media Room• Blog


Off Site• Social media profiles

(Twitter, Stumbleupon, Delicious)

• Social networking profiles (LinkedIn, Facebook)

• Blog


Inventory Assets – Match with Channels

TextImagesAudioVideoRSSMobileLocalNewsWidgetsProducts

Standard Search EnginesFlickrOdeoYouTubeTechnoratiMobile Search EnginesSuperpagesNewswire, News SearchBlogs

Digital Assets Channels of Promotion



Press Release SEO

Blog Online Newsroom

Social Media Relations

3 SEO Tactics for PR


1. Start with Outcomes in Mind

2. Keyword Research

3. Release Optimization

4. Landing Pages

5. Post to Newsroom

6. RSS

7. Wire Service Distribution

8. Measure Success

Press Release SEO Tips


Start with Outcomes

Match Purpose with Metrics

• Page views/impressions• Media pickups• Blog pickups• Links• Rankings• Traffic• Conversions


Landing Page


Distribute release via SEO savvy wire service

• PRNewswire.com• BusinessWire.com• PRWeb.com• Marketwire.com• Primenewswire.com

Wire Services


Press Release






• Blog software• Press releases• Media coverage• Events• Keyword optimized• Anchor text links• Keyword categories• RSS Feed


Usability Tips for Newsroom


• 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


Press Release




• Blogs• Twitter• StumbleUpon• Del.ici.ous• LinkedIn• Facebook

Use technology to help build relationships


Social Media Analytics

Pickups and Links

Traffic and Conversions

3 Ways to Measure



Pickups and Links


3 Ways to Measure

Identify most Influential bloggersbased on:

• Posts• Comments• Links



Pickups and Links


3 Ways to Measure

Measurement Tools:

Radian6Collective IntellectBuzzLogic

BlogpulseKeotagRSS Search Results- news- blogs- forums



Pickups and Links


3 Ways to Measure

• Short term/permanent• Blogs• Syndication

• Repurpose pickups “Publicize your publicity to go viral" Aaron Wall



Pickups and Links


3 Ways to Measure


• 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


• Identify PR content to optimize• Match purpose to measureable outcomes• Tactics: Release, Newsroom, Social Media

Relations• Measurement: Social Media, Links, Conversions

Takeaways


Thank You!

Lee Odden

[email protected]

toprankblog.com