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2. Housekeeping
• Breaks and Lunch
• Guest Speaker: Ron Ploof
• Handouts are Digital
2
3. Agenda
• SEO Exercise
• Audio, Video and Streaming Production
• Guest Speaker: Ron Ploof
• Content Syndication Tools and Strategies
• Mobile Social Networking
• Podcast Release and Promotion
• Strategic Recap
3
19. Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog, Tweet, Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
19
20. Step 1: Search a Potential Keyword
Search the keyword you think may be applicable and
examine the meta keywords of the top 5 results. 20
21. Step 1: Keyword Discovery Tools
1. Search Engines
2. Meta Keywords
3. Density Analyzer
4. Yahoo Site Explorer
5. Google Insights
6. Trellian
7. Google External Keywords Tool
21
24. Step 1: Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant, repeat step one with
those newer keywords. And try running the top listed sites through Google’s External
Keyword tool. If new keywords surface that seem relevant, repeat step one. 24
25. Step 1: Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when
you search your intended keywords using Yahoo! Site
Explorer. Look to see if they are drawing rank from
inbounds to their sites from high profile domains, or
from .edu or .gov domains. 25
26. Step 1: Number of Inbound Links
Also in Yahoo Site Explorer, evaluate whether or not
you think you can collect more inbounds for your press
release. Ask yourself, “Is my press release more
relevant than the websites currently coming up first
when I search my intended keywords?”
26
27. Step 1: Too Competitive? Add Modifiers.
• Company • Rates • City Name
• Services • Pricing • Surrounding Suburbs
• Professional • Deals • State (including
abbreviations NYC, IL,
• Best • Affordable FL, WA, etc.)
• Top • Offers • County Name
• Leading • Packages
• Internet • Quality B2B Modifiers
• Organization • Cheap • RFP
• Marketing • RFI
• Business • Bid
• Solution • quote
• Online
27
28. Step 1: Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords
you’re experimenting with has the most search volume. Test like
terms against each other to which ones are most popular.
28
32. Step 1: Select your Keywords
Narrow down your list to three keywords, picking one
high volume term, one medium volume term and one
low volume. If you’re choosing effective keywords, the
lower the search volume, the greater the likelihood of
conversions against those searches will be. 32
34. Step 2: Use the Keywords in the Release
Use your keywords in the copy of your press release. Use
them, if possible, in the headline, sub-headline and at least
the first 250 words of the release, but strive for readability
over repetition. If it reads like you’re keyword stuffing,
you’ve overdone it. 34
35. Step 3: Anchor Link Keywords to Landing Page
The anchor text or link label is the visible, clickable text in a
hyperlink. The words contained in the Anchor text can determine the
ranking that page will receive by search engines.
<a href="http://www.wikipedia.org">Wikipedia</a>
Poor hyperlink usage:
Today our president abstained from ratifying the North American
Free Trade Agreement. To know more, click here.
A better way of linking that keyword would be:
Today our president abstained from ratifying the North American
Free Trade Agreement.
35
36. Step 3: Embed Tracking Links
Link at least one instance of each of your three keywords to
the web page your trying to search engine optimize. This will
a separate page from the actual press release itself, and
should also be optimized for the same keywords. It cannot be
duplicate content. It must be different, even if only slightly
so. Hyperlink the keywords and a trackable link shortening
service like www.bit.ly so you can see how many times they
keywords get clicked, and whether or not people were
referred to your target web page from your press release,
which could wind getting picked and posted to other
websites. 36
57. Step 8: Watch for Traffic Sources from Shortened URLs
1. Embed tracking codes in the links from the release to the
landing page.
2. Monitor the web analytics of the site the press release links to
for referral traffic sources.
3. Setup Google alerts to monitor when the release gets picked
up.
4. Monitor blog search engines like Google blog search.
5. Monitor standard search engines for pickups and links.
6. Track conversions from press release landing pages.
Source: Top Rank Marketing Blog
57
61. Review: Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words, at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
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66. Canned Video Production: HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack
1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
66
69. Live Video Production: Streaming via Firewire
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 800 to Firewire 400 Mini 4-Pin
Manfrotto 756XB MDEVE
Aluminium Video Tripod
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
69
138. Telling Quantitative Stories
• Numerical data is considered more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
138
153. Telling Quantitative Stories
• Numerical data is more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
153
164. Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by: measured by: measured by:
• Site traffic • Ecommerce • User ratings
• Unique visitors • Registrations • Comments
• Length of stay • Insite searches • Interactions
• Return visits • Downloads • Widget usage
• HTML Usage • RSS Usage
164
165. Infrastructure: Web 2.0
Facebook, Blogger, Flickr, YouTube,
Twitter
Pros: Cons:
• Cheap or free • Less flexible
• Easy to deploy • Cookie cutter
designs
• Simple to operate
• Generic URL
• Updated
automatically • Not upgradable
• Indexed quickly • Privacy concerns
165
166. Web 2.0: Strategic Risks
1. CRM dependancies
2. Objectives before tools
3. Limitations of blog
software
4. Conversion leaks
5. Investing time in
technology
6. Unsupported
technology
7. Interoperability
8. Workflow management
9. Storage
166
167. Infrastructure: Software
Word Press, Drupal, Sharepoint,
Vignette
Pros: Cons:
• Full design control • Complex set-up
• No predetermined • Bandwidth issues
templates
• Unpredictable
• Adaptable support costs
• Distinct URL • Requires security
updates
• Community
supported • Significant upfront
investment
• No regular ongoing
fees 167
168. Infrastructure: Cloud Computing
Salesforce.com, SquareSpace,
Web-based CMS
Pros: Cons:
• No client/server • Ongoing
software commitment
• Shorter deployment • Hosted externally
• Global availability • Fee-based
• Constant upgrades • Fully outsourced
• No IT support
required 168
169. Which Platform is Right for Me?
1. What are my objectives?
2. Why am I trying to accomplish?
3. Am I planning to communicate online indefinitely?
4. Do I need to blog, podcast, SEO, use RSS and send email?
5. Am I doing this professionally or personally?
6. Do I want ads or promotional material in context?
7. Am I tech savvy enough to support myself?
8. Can I rely on my IT resources to support me?
9. Will my online communications live on my org’s website?
10. Do I need a distinct URL?
11. Do I need regular, external back-ups?
12. Do I need immediate 24/7 support if my site goes down?
169
170. Migrating Organizational Communications Online
“Integration is important because time is
precious. They want the tools to be as
efficient as possible. It's a way to
create value for the company, which
means it needs to effective and
efficient.”
“The more time they spend using the
tools and going from tool to tool, the
less time they spend working.”
David Berger, Corp. Comm., IBM
170
174. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative
Commons. Attribution-non commercial-share alike 3.0 license.
http://creativecommons.org/licenses/by-nc-sa/3.0
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