The document provides tips for SEO (search engine optimization) for public relations professionals. It discusses how various PR tactics can affect SEO, such as optimizing press releases, newsrooms, digital assets, and micromedia. It also covers when paid search (PPC) may be better than SEO for PR purposes. Other topics include choosing keywords, on-page SEO basics, optimizing press releases, newsroom optimization tactics, and measuring the value of SEO. The overall focus is on how PR professionals can leverage SEO strategies to promote their content and messaging.

1. SEO Tips Communications Professionals Must Know 10 Lee Odden - CEO @leeodden TopRankMarketing.com

2. My World: aka “Minnesnowta” Satellite Dish Lots of Bottle Bass Bottle Bass Fireplace

3. Consulting & Training Specialists in SEO & Social Media Media: Clients: “The SEO team at TopRank has been instrumental to growing a key business for our organization. I recommend TopRank’s SEO consulting services without reservation.” William Murray, President and COO, PRSA

4. So, how do you say “Louisville”?

6. cheap

7. holiday

8. travelhotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations hotel accommodations cheap accomodations holiday acommodations travel acomodations

9. SEO Basics Keywords Search Friendly Site Link Building

10. “Companies that evolve their internal processes and technical frameworks to incorporate organic search and all that it has to offer will have a substantial edge over the competition.” Vanessa Fox, Creator of Google Webmaster Central Author of “Marketing in the Age of Google” Adavantage SEO http://bit.ly/8KYpi3

11. Search Demand 285 million watched TV monthly *Nielsen A2/M2 Three Screen Report 14 billion core searches monthly *comScore Media Metrix

12. News Media Are Using SEO

13. Journalists Use Search. Are They Finding You?

14. The Search for News ”I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc. How many resulted in stories? None. I go to the web and search for information on the topic I want to do a story on.” David Meerman Scott, Best-Selling author of “The New Rules of Marketing and PR"

15. TopRank Journalist Survey What type of search do you use most often? Standard search - 91% News search - 27% Social search - 27% Image - 18% Blog search - 14% Video - 9% Bookmarks - 9% Local - 5% Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008

16. GWU & Cision Study 100% of Journalists surveyed use Google to research stories. Source: George Washington University & Cision – 2009 Social Media & Online Usage Study

17. TopRank Journalist Survey How do you use search? Research past stories - 95% Research new sources - 91% Specific companies/people - 91% Story ideas - 82% Research press releases - 59% Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008

18. TopRank Journalist Survey “I was writing a column about the planned partnership between Google and Yahoo.” “I tracked down potential sources first using Google and LinkedIn, and came across a white paper prepared by a senior fellow at the American Antitrust Institute.” “While I could not easily find an e-mail address, I went to Facebook where I located him, then sent a message. He replied and we followed up with a phone interview.” Source: TopRank Online Marketing Survey on Journalist Use of Search, Oct 2008

19. Follow the Money

20. SEO = Increased Conversions SEO is the most effective Online Marketing tactic for generating conversions Source: Forbes Ad Effectiveness Survey June 2009

21. Most SEO advice focuses on sales Features Benefits Buy! Google Customer Searcher News SEO focuses on media Trusted Source Facts Experts Trends Google Researcher Media Relationship

22. PUSH - PULL Optimized: Press Release Newsroom Social Media Media Coverage Outreach: Wire Service Networking Pitching RSS

23. Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.

24. What Happens With No SEO? What we see

25. What Happens With No SEO? What search engines see: Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas Adidas has no ranking for“men's running shoes” first 10 pages on Google

26. What Happens With No SEO? What we see

27. What Happens With No SEO? What we see

28. What Happens With No SEO? What search engines see: Sales, new gear and more: Visit a store: From our blog The Cleanest Line® Backyard Adventures: Toiyabe Trails - Part 1 Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert heat. Truth be… Product Testing - Whale Watching with a Wee One "Signatures" from Sweetgrass Productions Coming this Fall Subscribe to The Cleanest Line RSS feed E-Fiber Favorites Men's Polo Shirt Men's Simple Synchilla Jacket Men's All-Time Shell Women's Netty Dress Women's R1® Full-Zip Jacket Kids' Live Simply T-Shirt Freewheeler Voluntary Recall: Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential casualty hazard. If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read this important notice. PATAGONIA® CLOTHING & GEAR Men's Apparel: Shirts, Pants, Footwear Women's Apparel: Shirts, Skirts, Yoga Travel Gear: Luggage, Packs, Totes, and Backpacks Kids': Jackets, Pants, Fleece for Children Accessories: Posters, Blankets, Books Web Specials Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear, footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing, Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene® underwear, CapileneBaselayers (and base layers), luggage, packs, backpacks, totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and Patagonia shoes. For the young ones in your life we also make children's clothing, kids' apparel and baby clothes. Our online store, retail stores and independent dealers offer women's outdoor clothing and men's outdoor clothing, including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats, gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great women's surf clothes and swimwear and functional clothes for rock climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes in causing the least harm while doing business so we Lead an Examined Life as a company and maintain transparency through The Footprint Chronicles™. Environmentalism, sustainability and a commitment to protecting the natural environment through activism are part of our company's heritage and continue to this day as we work to continually reduce our carbon footprint. We hope you'll subscribe to the Patagonia catalog and Patagonia emails, and stop by the Patagonia blog, The Cleanest Line®, every morning to read a field report or listen to a podcast while you enjoy your coffee. Patagonia.com is the online presence of the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire too many times, folks might try and spell Patagonia like patigonia, pategonia, padagonia and pantagonia. Thank you for visiting Patagonia. © 2009 Patagonia, Inc. #3 on Google “outdoor clothing”

29. SEO Can Be Confusing How’d they do that?

30. SEO Basics Keywords Search Friendly Site Link Building

31. Search Engine Market Share Google 65.7% Yahoo! Sites 17.3% Microsoft Sites 10.7% Ask Network 3.7% AOL 2.6% Source: comScore Dec 2009

33. Keyword2 - Doc 75633

34. Keyword3 - Doc 18631

35. Keyword4 - Doc 40035

36. Keyword5 - Doc 12983

38. Google Caffeine What is “Google Caffeine”? Next-generation architecture for Google's web search Improves: size, indexing speed/method, accuracy, comprehensiveness Few front end, user experience changes (for now) Changed order of blended results: depreciates news, image, video Foundation for more “real-time” results i.e. Twitter More emphasis on content but links are still important

39. Personalized Search

40. Real Time Search

41. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

42. And the magic answer is….. It depends on the problem. SEO Tactics – One Thing

43. Google uses 200+ “signals” to sort search results A handful could sabotage an entire site’s search visibility SEO Tactics – One Thing

44. Issue: Many pages not ranked Problem: Robots.txt file blocking bots Solution: Update ONE file SEO Tactics – One Thing

45. Issue: Needed better search rankings Problem: Most Title tags duplicates Solution: Dynamically publish unique titles SEO Tactics – One Thing

46. Back to the magic answer ... Make sure the site is crawlable Remove barriers Navigation URLs HTML & XML sitemaps Talk to IT, Webmaster, SEO SEO Tactics – One Thing

47. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

48. PR Tactics That Affect SEO If content can be searched on, it can be optimized

49. 9 PR Tactics That Affect SEO Press releases Letters to the editor Online newsrooms Media kits Corporate blogs White papers Webinars/demos Newsletters Real world interviews

51. Press Releases

52. Images

53. Video

54. Blog/RSS

55. PDFs

56. MS Office DocsOptimize & Promote

57. Micromedia Optimization

58. PR Tactics That Affect SEO

59. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

60. SEO: Long term Part of content process Contingent on content and links over time PPC: On demand Pay to play – pay more to scale Alternative & complimentary to natural Listings PPC vs SEO for PR

61. PPC for Search Reputation PPC vs SEO for PR

62. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

63. Brainstorm phrases Import to a keyword research tool Find popularity & variations Create a keyword glossary 4 Step Keyword Research

64. Keywords show intent: Broad Concepts Trends Brands & People Specifics Keywords Research Funnel Discovery Credibility Match

65. 6 Keyword Research Tools: Google Keyword Tool Google Insights & Trends Google Trends WordTracker Keyword Discovery SEMRush.com Choose the Best Keywords

66. Structure of a Keyword Glossary Categories Primary phrases Derivatives Permutations Popularity Relevance Competitiveness Choose the Best Keywords

67. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

69. Keyword placement

70. On-page titles

71. Navigation links

72. Body copy

73. Keyword text links

74. Image alt text

76. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

77. Research Keywords Optimize Content Call to Action Landing Pages Post to Newsroom Pitch to media RSS Wire Service Distribution Measure Success Get More From News Releases

78. 7 Press Release SEO Tips Think upward and to the left Optimize for people first Use keywords in Title, Subheading, body Don’t obsess over keyword density A 500 word release – keyword 2-4 times Use keywords in links to site Add media: images, podcast, video pdf/word docs

79. Press Release Optimization

80. Meta Data Title tag: 8-12 words, important keywords on the left. Focus on 1-2 keyword phrases. MOST important location for keywords in a document used to rank web pages. Meta description: 10-25 word elaboration of the title tag. Used to describe the site in search results. NOT used for rankings., pdf/word docs

81. Meta Data www.prnewsonline.com

82. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

83. Blog software: WordPress, TypePad, Blogger.com Share/Save bookmarks Keyword categories Chronological archives Site search Subscribe RSS Feed Optimized for keywords SEO: Press releases, Media coverage, Events Cross link to related pages on main web site Newsroom Optimization

85. news optimization

86. internet marketing firm

87. digital marketing account manager

89. Title tags (dynamic AND hard coded)

90. Keywords in categories

91. Keywords in document titles, directory names, file names

92. Social links: make it easy to bookmark and share

93. Optimized RSS feed facilitates syndication

94. Optimize digital assets: images, video and audio

95. Optimize other file formats: MS Office docs & PDFNewsroom SEO Checklist

96. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

97. Bookmark Pickup Pickup NewsRoom Bookmark Pickup Blog Links “electrify” content in search Pickup - Earn links with content - Promote socially - Link up with partners - Cross link internally - Embed links in releases - Social bookmark pickup Use keywords in link text No:click here Yes:red widget Press Release Press Release Release Press Linking Building

98. Social Media Link Building Blog

99. Link Building Tactics Profiles Article Submissions Unpaid Directories Paid Directories Widgets Conference Sponsorships Association Sponsorships Aggregated Content Research & Surveys Blog Reviews Job Listings Testimonials Letters to the Editor Contributed Articles RSS Feeds Blogroll Bookmarking Social Media Pages Squidoo Page Applications Optimized Press Releases Build and Host Useful Tools Awards (badge) Contest (badge) Cross link company-owned websites Write reviews Promote Content on Social Sites Blog/RSS Feed Directory Submissions Ads on Search Friendly Sites Classified Ads Post Ebook or Substantial Whitepaper Exchange links with marketing/business partners Post Surveys Write Guest Posts on Other Blogs Speak at events, offer PPT with links embedded Donate where a link of donors is published Transcribe video interviews to text as separate posts Apply for industry awards, web site and blog awards Ensure industry groups you’re involved with, link to you Create a wiki Create microsites for causes, events, specific purposes Affiliate program Become resource on Q/A websites like Yahoo Answers Slideshare and similar content hosting Monitor 404 stats and ask link sources to fix broken links Solicit links directly from sources Provide ‘link to us’ content on blog and/or web site Leverage publicity and media relations for links Digital asset submissions: images, audio, video

100. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

101. Optimize Social Media for Search The role of SEO in a social media effort is to directly influence discovery of social communities or content via search. Link Building for SEO Through Social Media Indirectly, social content can boost links to website content, improving search traffic and online sales. SEO & Social: Yin Yang

102. Rise of Social Search 3 of the top search engines are search within a social network Facebook % of increase was more than double of any other search engine comScore qSearch Aug 2009 U.S. Search Engine Rankings

103. Power of the Retweet Content Link Tweet This Blogs & Publishers Retweet Links! Links! Blogs & Publishers Blogs & Publishers Retweet

104. Power of the Retweet

105. News Can Be Social Outbound Links Comments NewsroomBlog Facebook Blog           Twitter Comments         

106. SEO and Social Media Audience Objectives Strategy Tactics Twitter SocNet Video Blog News Search Engine Optimization Goal

107. 1. SEO tactics – if I could only do one thing... 2. PR tactics that affect SEO 3. When is PPC better than SEO for PR? 4. How to choose the best keywords? 5. Basics of on-page SEO 6. Press release optimization tips 7. Newsroom optimization tactics 8. Link building fundamentals 9. SEO and social media promotions 10. Measuring & selling the value of SEO Top Ten SEO Tips for PR

108. News wire service metrics Web analytics for landing pages and web site Google and Yahoo alerts Monitor blog search engines (via RSS) Press release landing page conversion tracking Social media monitoring Inbound links Pickups on blogs Pickups on other web sites Pickups on publications Search rankings 11 Metrics for News SEO

109. Compare Company with Competition: Social search visibility (Google) News search ranking (Google News) Research a keyword glossary and run a ranking report on those phrases. Show the lack of search visibility Run a test of a few optimized news items, take benchmark measurements, then show progress Set keyword ranking goals and estimate cost to achieve the same goals with PPC. Then demonstrate the cost of organic search traffic vs PPC traffic Showing the Value of SEO

111. Content is not reachable by search bots

112. New content is not added periodically

113. Content is not organized logically – according to themes/categories

114. Keywords missing in content and text links

115. Low quantity of relevant sites linking in