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DEMYSTIFYING SEO
Laura KempkeSenior Vice PresidentSchwartz MSL Boston
@laurakempke
PR News - Social Media Summit - #prnsocial
PR tactics that affect SEOLinking techniques that may boost SEO …… but fantastic content is more importantSharing content via social media adds visibilityTracking progress and measuring success
Topics We’ll Discuss
PR News - Social Media Summit - #prnsocial
What Can Weigh Down Your Search Rankings?Some things PR can’t control
Website technologyURL structurePage load speed
Coding errorsSite ageHeavy use of technologies like FlashExclusion of a site map
PR News - Social Media Summit - #prnsocial
Other Factors Positively Impact SearchAnd they’re within PR’s control
Use of keywords—prominence and repetition of terms people really useHigh-quality, fresh web contentLinks from authoritative websites (e.g., media sites)Popular social media content that includes links to the siteConsistency
We can impact:
On-page SEO = factors internal to site Off-page SEO = link-building
PR News - Social Media Summit - #prnsocial
Terms people really use when searchingIf a list doesn’t exist, create one
Google Analytics—Go to “Traffic Sources” section to try to see what terms bring people to your website; exclude paid search and branded termshttp://adwords.google.com and other tools will let you explore keywords and understand how competitive it will be to rank for them
Keywords: Research and Use ThemBut don’t let them get in the way of good writing
PR News - Social Media Summit - #prnsocial
Videos and webinarsImagesPresentations and image galleriesArticles and white papersBlog entriesInfographics and illustrationsCartoonsCase studies and profilesSurveysNewslettersPodcasts and audioNews releases
Content: Make it Compelling and Shareable
PR News - Social Media Summit - #prnsocial
In online content, include keywords in links to your site“Business phone systems can help employees save time” vs. “click here for information about business phone systems”
One to several words, not long phrases or sentencesGo beyond the home page to link to second- and third-level pagesLink within your site, or between your blog and site
Linking: Use Anchor Text to and Within Your Site
PR News - Social Media Summit - #prnsocial
Outstanding content encourages linkingOlder tactics, such as getting into online directory listings and commenting on blogs, can help, but they shouldn’t be the core of your strategy
Google frequently updates its algorithms, seemingly to deemphasize anything other than compelling new content
Links in media coverage and from .gov and .edu sites can be some of your most valuableAsk partners for links Steer clear of consultants who say they can get hundreds or thousands of links quickly
Linking: Get Links from High-Authority Sites
PR News - Social Media Summit - #prnsocial
People sharing your content, with links, on social sites increases its authority in the eyes of Google and BingMay counterbalance traditional factors (e.g., site age)Google search results increasingly personalized, localizedGoogle+, Twitter, public LinkedIn results show up prominently in search results
If you aren’t using social media but care about search, reconsider involvement in social mediaSuperb content is shared, which has SEO valueUse your keywordsTraffic from social sites is measurable using Google Analytics
Social Media: Converging with Search
Social media directly supports search
PR News - Social Media Summit - #prnsocial
Search Engines: Sharing Signals Content Quality
Social media directly supports search
PR News - Social Media Summit - #prnsocial
Continuously add fresh, pertinent content to your site Extend time spent with your content Promote via other social platforms to build linksHeadlines should be short and include a variation on a keywordInvite guest posts and contribute to others’ blogsQuality links matter—don’t rush for quantity without a strategyNo comment spam
Blogging: The Foundation of Social, Content and SEO Strategies
PR News - Social Media Summit - #prnsocial
Search engine results page rankings matter, but aren’t the only result to considerIncreased site traffic or conversions
Use Google Analytics or other analytics software for trackingInclude calls to action on landing pages If visitors aren’t spending time on your site, clicking deeper into the site or converting, your keywords may be bringing in the wrong people
More high-quality inbound linksAble to hold conversions steady, but decrease PPC budget
Determine Metrics and Measure Progress
PR News - Social Media Summit - #prnsocial
Google Analytics: Easy, Free Place to Start
PR News - Social Media Summit - #prnsocial
Set goalsSearch engine results page placement is important, but not everything
Work alongside online marketing team
PR may not own the company’s web presence, but you control a lot of content
Know and use your keywordsUse linksUnderstand that SEO doesn’t replace quality content creation
In Sum: Recommendations
THANK YOU