Content creation has always been at the heart of a communicator’s role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: search engine optimization (SEO). From optimizing press releases to creating high-demand content to making your webpages more Google-friendly, there are a number of SEO tactics and tools that will benefit every PR and social media pro. Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis offers a crash course in search strategies every communicator should know.
4. “SEO stands for “search engine optimization.” It is the
process of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search engines.”
- Search Engine Land
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5. ?
Related Search
Popular search queries and
Image Search suggestions
Images of products and brand
7. What do Search Engines value?
1. 2. 3.
Technical Keyword &
Linking
Architecture Content
• Website settings • Keyword consistency • Link text on site and
across copy and HTML offsite
• Domain & URL usage
• Amount of web pages • Number of links, Shares,
• Page & link redirects +1s
• High code to copy
• Web page Templates ratios • Links from different IPs
• Navigation and • HTML Tag usage • Domain extension
sitemaps (.org, .edu, .gov)
• Copy visibility
• Content popularity
9. C-K’s SEO team was engaged to help improve the
organic traffic levels of a major financial services
brand. The ultimate goal was to grow brand
awareness by being present on relevant, frequently
searched topics.
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10. C-K performed an SEO program that looked
at architecture, content and offsite
promotion
SEO
Review
Offsite
Op;mize
Create
new
of
website
content
content
content
architecture
promo;on
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12. 2) Optimized SEO elements of individual
webpages
Domains & URLs
<title> Tag <Description> Tag
Breadcrumb <h1>,< h2 >tags
<Alt> Tags On Page Link Text
Copy Footer link Text
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27. Best Practices: YouTube
• Base your title on highly
searched phrases, keep it to 65 Title
characters.
• Create a long description of up
to 250 to 1000 words.
• Always include a link to your
website with a call to action. Video Description
• Upload video with at least 6 Tags
tags.
• Embed your video on relevant
websites pages and articles.
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30. More Content Distribution Best Practices
• Include high-volume search terms in social media
status updates, title and throughout copy
• Consider SEO when you pitch: When targeting
reporters or bloggers, the more highly trafficked
their site, the better it is for your site
• Think opportunistically: Push content that’s
trending high with Search and news trends,
especially brand topics
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