©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Lee Odden - CEOTopRank Online Marketing
toprank.org
SEO + PR Tactics & Measurement
Pubcon 2007
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Walk the Talk
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Why optimize news?• 3 SEO tactics for PR• 3 ways to measure
Agenda
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
64% of journalists report that they use either Google or Yahoo! online news services to follow the news.*
“Single greatest change in journalism practices due to new Internet technology is that they can now researchsearch corporate and other news online 24 hours a day.”
* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey - 10/07
Why Optimize News?
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
“Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *
“More than 85% report visiting a corporate website or online newsroom at least once a month.” *
* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey
Why Optimize News?
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Easy for journalists researching stories to find you
• Expands branding footprint on the web• Proactive search results reputation management• Fuel sales pipeline
Why Optimize News?
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Standard search• News search• Blog search• Image, video, audio search• Local search• Search within social networking sites
• Personalzed and universal search
Information Consumption
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
New PR Model
Push Pull
• Newswire• RSS• Pitching/Blogger Relations• Social Media Engagement
• Standard Search• News Search • Blog Search• Media Search
Pull = SEO
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
If it can be searched on, it can be
Optimized
Why Optimize News?
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer
Why Optimize News?
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Press releases / news releases
• Online op-eds / letters to the editor
• Online newsrooms and media kits
• Other corporate site content referencing PR
• Blogs
• Reports / white papers
• Webinars / demos
• Email newsletters
• Social networks and profiles
• Interviews (coach interviewee on keywords)
• Podcasts / Internet radio shows
PR Content to Optimize
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
On Site• Press Releases• Online Media Room• Blog
PR Content to Optimize
Off Site• Social media profiles
(Twitter, Stumbleupon, Delicious)
• Social networking profiles (LinkedIn, Facebook)
• Blog
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Inventory Assets – Match with Channels
TextImagesAudioVideoRSSMobileLocalNewsWidgetsProducts
Standard Search EnginesFlickrOdeoYouTubeTechnoratiMobile Search EnginesSuperpagesNewswire, News SearchBlogs
Digital Assets Channels of Promotion
PR Content to Optimize
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Press Release SEO
Blog Online Newsroom
Social Media Relations
3 SEO Tactics for PR
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
1. Start with Outcomes in Mind
2. Keyword Research
3. Release Optimization
4. Landing Pages
5. Post to Newsroom
6. RSS
7. Wire Service Distribution
8. Measure Success
Press Release SEO Tips
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Start with Outcomes
Match Purpose with Metrics
• Page views/impressions• Media pickups• Blog pickups• Links• Rankings• Traffic• Conversions
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Landing Page
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Distribute release via SEO savvy wire service
• PRNewswire.com• BusinessWire.com• PRWeb.com• Marketwire.com• Primenewswire.com
Wire Services
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Press Release
Blog Online Newsroom
Social Media Relations
3 SEO Tactics for PR
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Blog Online Newsroom
• Blog software• Press releases• Media coverage• Events• Keyword optimized• Anchor text links• Keyword categories• RSS Feed
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Usability Tips for Newsroom
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Easy to find contact info• Segment news types, topics• Segment media/content types: video, podcast,
images, webinar, white paper• Exec bios and images• RSS subscription (and RSS to Email)• Site search• Social news/bookmark options for resources
Usability Tips for Newsroom
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Press Release
Blog Online Newsroom
Social Media Relations
3 SEO Tactics for PR
• Blogs• Twitter• StumbleUpon• Del.ici.ous• LinkedIn• Facebook
Use technology to help build relationships
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
Identify most Influential bloggersbased on:
• Posts• Comments• Links
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
Measurement Tools:
Radian6Collective IntellectBuzzLogic
BlogpulseKeotagRSS Search Results- news- blogs- forums
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
• Short term/permanent• Blogs• Syndication
• Repurpose pickups “Publicize your publicity to go viral" Aaron Wall
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Social Media Analytics
Pickups and Links
Traffic and Conversions
3 Ways to Measure
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Wire service metrics• Web analytics• Google and Yahoo alerts• Monitor blog search engines (via RSS)• Embed tracking codes in the links from the
release to the landing page to track conversions• Social media analytics, blogger conversations
Measure Success
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
• Identify PR content to optimize• Match purpose to measureable outcomes• Tactics: Release, Newsroom, Social Media
Relations• Measurement: Social Media, Links, Conversions
Takeaways
©2007 TopRank® Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank® Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
Thank You!
Lee Odden
toprankblog.com