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Web Presence Optimization
Definitions
Web Presence Optimization:coordinate multiple forms of content across multiple mediums to maximize the findability and visibility of your content. Text, video, and photos created by people for people.
Search Engine Optimization (SEO):the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid search results.Thanks! http://en.wikipedia.org/wiki/Search_engine_optimization
using the right words in the right places to make it easier for people to find your stuff.Thanks! Me.
Introductory Thoughts
Communications
Relations
Introductory Thoughts
Introductory Thoughts
Introductory Thoughts
Who are you? Who are they?
Tip:
Write out who your audience is.
Write out what your objective is.
What’s your strategy?
Now, start thinking of what technologies to us.
Say hello to your little friend.
use simple and clear language.
keep it real.
Maintain a keyword list for you and your staff. Make it your thesaurus!
Words.Phrases.Seasonal terms.Singular and plural.
Consistency!
Fill ‘er up!• Yahoo! and Google Autocomplete
• Google insights: www.google.com/insights
• Google trends www.google.com/trends
• Technorati or other blog search engines: tag farming!
• Wordtracker: http://freekeywords.wordtracker.com
• Google keyword tool: http://adwords.google.com
• Yahoo! keyword tool: www.vretoolbar.com/keywords/
• Kurrently: www.kurrently.com (FB and T real-time search engine!)
Thanks! http://www.icrossing.com/research/the-importance-of-page-one-visibility.php
It’s a universal truth.
Thanks! www.nachofoto.com
If Mike jumped off a cliff…..
Thanks! www.podcastingnews.com
Simplifying the relationship between SEO and SM
• Word up.
• Whatever you do…. Do it well!
• Be consistent and persistent.
Human Behavior and the Web
• Readers scan online content more than they read it.• Reading decreased as story length increased.• F-shape reading.• Web participants are active.• Headlines and photos were the first visual stop for readers.
2007 Poynter Institute Eyetrack07 results & www.useit.com & 2007 Google Study
Photos
• What’s in a name? Everything.
• Spread the love – media room, Flickr, Photobucket…
Twitter, Facebook, Linkedin….
• Keyword thesaurus.
• Bee consistent.
• Bee social.
• Bee active.
• Bee visual.
Those things that aren’t dead & Blogs….
• Air cover.
• Keyword thesarus
• Headlines often = title
• Bee interactive.
• Bee creative with your formatting.
• Be resourceful.
• If you got it, flaunt it.– ABC Company Resources:
• Flickr: http://flickr.com/abc_company
• Really cool white paper: www.abcco.com/rcwhp
• Follow us! www.twitter.com/abc_co
• Headlines
• First paragraph
• Prominent linking
Those things that aren’t dead & Blogs….
Takeaways
• All for one and one for all.• Social media, traditional media = tools for
you to tell a story.• Put the “T” after the “P”• Words, words, words, words, words!• Don’t fall for peer pressure!• Cross pollinate.
Thank you for your time!!!
Malcolm Atherton
PR Newswire
480.414.0666
@malcolmatherton
www.Linkedin.com/in/malcolmatherton
