SEO & PR
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How SEO integrates with online PR in relation to old-school public relation campaigns.
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SEO & PR
- 1. OPTIMIZING YOUR ONLINE PR STRATEGY FOR SEARCH & SOCIAL Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 2. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 3. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Print Readers are Purposeful
- 4. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Web Readers Have a Lack of Focus and Intent
- 5. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Internet Readers are Highly Distractible
- 6. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Internet Readers are Usually Multi-tasking
- 7. The Internet is Highly Competitive When it Comes to Content HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
- 8. Three Major Considerations for Online Content HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE Search Social Conversions Engines Media Good Content Accomplishes all Three
- 9. GOALS OF ONLINE PR Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 10. GOALS OF ONLINE PR Get Noticed
- 11. GOALS OF ONLINE PR Get Traffic
- 12. GOALS OF ONLINE PR Get Customers
- 13. GOALS OF ONLINE PR Get Links
- 14. BACKGROUND RESEARCH Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 15. How People Search BACKGROUND RESEARCH Hear Keywords Think Search Keywords Keywords Keywords in Content
- 16. Find Keywords Your Audience Uses BACKGROUND RESEARCH
- 17. Keywords Don’t Always Mean What We Think BACKGROUND RESEARCH cordless cordless telephone telephone headset headset Sandwich Duffel Worms Bean Sleeping Lady
- 18. Knowing Your Audience BACKGROUND RESEARCH Searcher Interest Need Business Education Strategy Students Information Direction Hobbyists Ideas Community A SEARCHER who has an INTEREST in a specific NEED
- 19. Target Entire Audience, Not Just Journalists BACKGROUND RESEARCH Researchers Shoppers Buyers Researchers Shoppers Buyers Purpose: Purpose: Purpose: Looking for Comparing Looking at information Products Specifics
- 20. CRAFTING THE STORY Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 21. Grab Their Attention CRAFTING THE STORY Do they see their keywords? Does the headline pop? Does your intro draw them in?
- 22. Make it Interesting CRAFTING THE STORY Different Unique Approach Compelling Valuable
- 23. Title Tags CRAFTING THE STORY Influences Rankings Drives Provides Initial Label for Click Browser *63 Character Limit
- 24. Meta Description CRAFTING THE STORY 20-40 word page summary Substantially unique Compelling Not needed on every page
- 25. Keyword Integration CRAFTING THE STORY colored marbles text red marblestext text text text text red marbles text text text text skeif mule text text jump rope text red marbles text text text rubbermarbles text mule text text text Green balls text red marbles text text skeif mule text text red marbles text text text text text text text text text text text text green marbles text text text text text red marbles text text text text skief mule text text rubber balls text text text text text text text text text text text text text text skief text text mule text text text text red marbles text text text text jump mule text text text texttexttext colored marbles text green balls texttext text red marbles text text text text text skief rope text rubber marbles text text text text text colored jump mule text text text text text text skief rope text text text text text text textmarbles text Red Green RubberRed marbles marbles balls marbles Colored Jump marbles rope Tight keyword focus. Too many keywords Focused keywords!
- 26. Use Images to Draw Visitors into Content CRAFTING THE STORY
- 27. Media Integration to Strengthen Your Message - Photos CRAFTING THE STORY
- 28. Media Integration to Strengthen Your Message - Video CRAFTING THE STORY
- 29. Add Links! CRAFTING THE STORY Increase Integrate Drives Traffic Engagement Keywords
- 30. How to Please Everyone CRAFTING THE STORY Visually Bullet Headlines Bolding Links points Textually Links to Customer To the point supportive info centric Semantically Keyword Usage Active Text Calls to Action
- 31. BROADCASTING YOUR MESSAGE Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 32. BROADCASTING YOUR MESSAGE It’s Not Just News!
- 33. Online PR Submissions BROADCASTING YOUR MESSAGE Build Distribute Track
- 34. Social Pushing BROADCASTING YOUR MESSAGE Can you create a compelling call to action and set expectations while inspiring the click in less than 140 characters? Cause you'll need to.
- 35. RSS Feeds BROADCASTING YOUR MESSAGE Not Lost in Chatter Reader’s Convenience Pull Technology
- 36. BRINGING IT HOME Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg
- 37. Everything Flows Back Home BRINGING IT HOME It’s all about building , branding and marketing the website!
- 38. THANK YOU Stoney deGeyter stoney@polepositionmarketing.com @StoneyD @PolePositionMkg