©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation...

PRSA Teleseminar – 05/15/08

Reputation Managementin a Google World

Lee Odden, CEO TopRank

Kami Watson Huyse, APR myPRPro

SEO – Search Engine Optimization

SERP – Search Engine Results Page

Title Tags – Description seen on top bar of a browser for each Web page

Meta Description – Description of the page which a search engine may consider or display

Categories – Used inside a blog to group like content

Tags – Used by Technorati and other services to index pages

A New Vocabulary

http://www.seo-dictionary.com

Dec 2006 – 6.7 billion searches(comScore)

Dec 2007 – 10 billion searches(comScore)

March 2008 – 6.4 billion searchesGoogle

(comScore)

March 2008 – 6.4 billion searchesGoogle

(comScore)

59.8% Google21.6% Yahoo9.6% Microsoft4.9% AOL4.6% Ask

Search Market Share

comScore March 2008

Reputation Engine

New Corporate Homepage

For Fun: TopRank

For Fun: My PR Pro

An Interconnected footprint of relevant • Content• Photos• Video• Audio

Actively managing the reputation of the brand, issue or company

Public Relations and Search

• SERPs can give PR visibility• Crisis Management• Proactive search engine reputation management• Importance of link building• Ranking report software• Relevant content that also gets search results• Search engine optimized press releases and • Unique e-mail and URLs for measurement

Impact of SEO for PR

A Reputation Tarnished

And Slowly Improving

PayPal Problem

WalMart Watch

WalMart Wake Up

Home Depot

SEO Considerations

Content Links

• Identify your brand keywords• Inventory your digital assets• Match with channels of promotion• Ensure site is spiderable• Keywords in titles, navigation, content & links• Promote content & attract links• Always look for links• Monitor with web and social media analytics

SEO Tips

Keywords to Monitor

• Products

• Company

• Executives

• Include modifiers: “sucks” “scam” “kudos”

Pre Universal Heat Map

Universal Search Heat Maps

Your Company Sucks

And Also Yours

• Seodigger.com

• KeywordDiscovery.com

• Web analytics

• Site search logs

• WordTracker

Keyword Research Tools

• Create keyword glossary

• Map keywordsto content

• Press releases• Online op-eds• Online newsrooms• Corporate blogs• Reports / white papers• Email newsletters• Webinars• Podcasts / Internet radio shows • Interviews (coach interviewee on keywords)

News Content to Optimize

On Site• Press Releases• Online News Room• Blog

News Content to Optimize

Off Site• Social media profiles

(Twitter, Stumbleupon, Delicious)

• Social networking profiles (LinkedIn, Facebook)

• Blog

Blog Based Newsroom

Template optimized• Title tags• Categories• Meta description

Keyword optimized• Post title• Body copy• Links• Image alt text

Release Optimization

• Think upward and to the left• Optimize for people first, search engines next• Use keyword(s) in Title, Subheads, body• Don’t obsess over keyword density• A 500 word release – keyword 2-4 times• Use keywords in links to company web site• Add media: images, podcast, video, pdf/word

• Earn links with great content• Promote content on social networks• Embed links in press releases• Link up with partners• Cross link internally• Social bookmark pickups

Linking Building

Never stop acquiring inbound links

Keywords

Key Word

KeyWord

• Back link analysis• Directory submissions• Article marketing• Press releases• Blogs & RSS• Social bookmarks• Viral marketing

Bottom line:Create high quality content

Linking Building

• Marketleap.com• siteexplorer.search.yahoo.com

Free Linking Tools

Marketleap Tool

Yahoo Site Explorer

• Analyze the current link environment• Develop a link building plan• Assess competitor link activity for opportunities• Sources linking to high ranking sites may link to

you as well• Analysis of what is working for others can work

for you

Linking Tips

Holistic SEO Promotion

Match News to Channel

•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark

Optimize & Promote

Channels Respond

•Announcements•Press Releases•Images•Video•Blog/RSS•Media Coverage•Social News/Bookmark

Traffic - L

Holistic SEO Promotion

Keyword Ranking Tools

http://tools.seobook.com/firefox/rank-checker/

Monitoring Tools

• Identify brand keywords• Setup monitoring• Proactively optimize content• Proactively acquire links• Optimize off-site content

Takeaways

• Toprankblog.com• Communication Overtones• “Radically Transparent” by Andy Beal & Judy Strauss • Searchengineland.com • Searchenginewatch.com• Google.com/webmasters

Find all links at:

http://del.icio.us/kamichat/ReputationSEO

Resources

Lee Odden

TopRankMarketing.com

lee@toprankmarketing.com

Toprankblog.com

Kami Watson Huyse

myPRpro.com

kami@myprpro.comCommunication Overtones Blog

Thank you

©2008 TopRank® Online Marketing. All rights reserved. PRSA Teleseminar – 05/15/08 Reputation...

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