As a follow up to last year’s popular “SEO Strategies for PR and Social Media” sessions, Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis provides the latest updates in search marketing tactics to support content strategies. From new search engine algorithms and spam policy guidelines, to how to better optimize brand content in all forms, this session will provide tangible examples and takeaways that will benefit every PR and social media pro.

1. Hello,
FOR INTERNAL USE ONLY.
Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation, are the sole property of Cramer-Krasselt and shall not be used without the express written
authorization of Cramer-Krasselt. © 2012 Cramer-Krasselt
Social Media Week
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Twitter: @cramerkrasselt
#smw#seoforPR

2. Agenda
What is SEO
Algorithm Changes
Questions

3. What is SEO?

4. “SEO is the process of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search engines.”
- Search Engine Land
4

5. Related Search
Popular search queries and
suggestionsImage Search
Images of products and brand
?

6. How does SEO work?

7. Ultimately, Good SEO is about providing a good user experience
and compelling content.
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8. 2.
• Website settings
• Domain & URL usage
• Redirects
• Load Time
• Responsive Design
• Keyword consistency
across copy and HTML
• High code to copy ratios
• HTML Tag usage
• Copy visibility
• Originality
• Link text on site and offsite
• Number of links, Shares, +1s
• Links from different IPs
• Domain extension
(.org, .edu, .gov)
1. 3.
Technical
Architecture
Keyword &
Content
Linking
What do Search Engines value?

9. 9

10. Recent changes to improve User Experience
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Page Load Time
Device Viewing
In Depth Articles
Authentic Content
Organic Links

11. Load Time
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12. 12
Load Time has been a key factor in search engine rankings, but
Google continues to elevate it.

13. 13
Bad Load Time = Anything greater than 3 seconds

14. 14
Source: Aberdeen Group

15. 15
Source: http://developers.google.com/speed/pagespeed/insights/

16. Responsive Design
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17. “Responsive web design (RWD) aims to provide an optimal
website viewing experience…across a wide range of devices”
- Wikipedia
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18. 18

19. Search is the #1 activity on mobile devices
-ComScore 2013
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20. Google will soon be penalizing pages that aren’t
mobile friendly
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21. Credibility Through Authorship
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22. Authorship:
It is a way to tell Google, that you are the writer of a particular
article and the sole owner of it.
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23. 23

24. Authorship Benefits
Collects SEO Value i.e. AuthorRank
Improved Click Through Rates to content
Improves trust and authority of a topic
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25. What writers should do
Make sure you have a Google Plus page
Notate that you’re a contributor to a site
Keep the name of your page the same as your article byline
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26. Valuing In Depth Articles
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27. 10% of searches are for broad topics and in-depth
information
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28. In-Depth Article Listings
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29. In depth articles = 2k words or more
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30. Links need a balanced approach
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31. Linking and SEO
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Search Spiders Follow Links Software Compiles Pages Pages Details Are Stored

32. Link Scanning affects SEO in two ways
• Provides a Trust and Popularity Metric
• Builds Relevance around certain phrases found in the anchor
text

33. Brands need to use several different link styles
• Branded: A brand name or website is the term
• Partial Match: Links that includes several terms
• Exact Match: Links that include only specific terms that you
want to rank in search engines for

34. Branded anchor text includes are
made up of the brand name or
website URL.
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35. Partial Match anchor text includes
the terms, along with others.
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Freshman or Senior saving

36. With Google’s recent
updates, exact match anchor text
is heavily scrutinized.
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37. Many SEO’ers believe that no more than 10% of links should have
exact match anchor text, more than that can affect search rankings.
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38. 39

39. Closing

40. Check the load time of important webpages
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41. Make sure your important pages are mobile-friendly
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42. Consider Authorship for your content
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43. Use a mix of anchor text in your offsite content
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44. Questions?