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Search Engine Optimization & PR

Search Engine Optimization & PR. December 3, 2009 Alan K’necht President/Founder K’nechtology Inc. Email: alan@knechtology.com Twitter: @aknecht. About K’nechtology. PR Today. PR = Public Relations PR does not simply mean Press Releases PR is now part of Social Media

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Search Engine Optimization & PR

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  1. Search Engine Optimization& PR December 3, 2009 Alan K’necht President/Founder K’nechtology Inc. Email: alan@knechtology.com Twitter: @aknecht

  2. About K’nechtology

  3. PR Today • PR = Public Relations • PR does not simply mean Press Releases • PR is now part of Social Media • Both good public relations and press releases will help you rank better in the search engines and get found • Now a bit of history first

  4. The Original PR Search Engine

  5. What is SEO? • An art / structured methodology • A series of best practices • The optimization of a web site for search engines • An on-going long-term strategy • A method for improving ranking in Search Engines • A way to have the search engines recognize a site as important for a specific phrase or phrases • One way to attract visitors to a web site

  6. SEO in the old days • 1998: Target search engine Altavista • simply fill in keyword meta tag • 2000: Target search engines Altavista & Google • Complete good title tags, description meta tags, get some links • 2007: Target search engine Google (~90% of all searches in Canada ~60% of US searches) • Create SEO friendly pages/templates/web sites • Write SEO content • Get good quality links • 2009: Target Google, Bing, Yahoo, YouTube, Twitter etc. • Need to be everywhere • Need to establish authority on subject matter

  7. 2008 Google Releases Blended Search

  8. 2008 Google Releases Blended Search

  9. 2008 Google Releases Blended Search

  10. Goals today • Get as many links to your site as possible • Get as many other web sites as possible talking about you • This means: • Lots of text based links on company name, product names, product descriptions, etc.

  11. Keyword Research The One Constant

  12. What 3 Things do SE still like? • Words • Words • Words • Words in all the usual site places plus • Words in links from social media • Words/Links in Press Releases • Words around links from other sites • Words in video • And more

  13. Keys to Good Keyword Research • Start with what you existing clients call your product or service • Use a variety of tools to explore variations • Wordtracker (Paid) • Trellian Keyword Discovery Service (Paid) • Google's Keyword Tool (Free) • Google Insights for Search (Free) • Find terms that have good search volume & little competition

  14. Demo Time: Google Insights Headline from press release for this event says“IABC/Toronto - MEDIA ADVISORY - Get Searched and Found” Summary says “Upcoming IABC/Toronto Seminar Reveals Tips and Strategies for Increasing Your Online Visibility”

  15. SECTION 2 Optimizing Social Media

  16. The Press Releases

  17. SEO Optimized Press Releases • Old days: • Press release were sent to news rooms • Reporters would occasionally rummage through looking for stories • Recent times • E-mailed to reporters who subscribed • Posted on PR firms site in news section (somewhat searchable) • Expected reporters to look here for stories • Now • Press releases indexed by Google, Yahoo, Bing etc. (when done right) • Reporters use SE’s to find info, subject matter experts, etc.

  18. How to Optimize a Press Release • Reference keyword research • Head line must contain the appropriate keyword phrase • Summary must also contain keyword phrase • Avoid relying heavily on corporate jargon • Only use industry jargon when appropriate • Body of the press release must be written in an SEO effective way • Ensure one deep link to web site (on keyword if possible) • Verify PR company distributes the press releases to the SE’s

  19. Demo Time: Press Releases

  20. Twitter For Press Releases? • Can you write a press release in 140 characters? • Are reports that cover your industry following you? • Are you following reporters from you industry? • If not, get on the ball • Make sure all corporate announcements also go out via Twitter • Do link to the story on your web site or the press release?

  21. Write Optimize posts/tweets • Using keywords very important in blog posts and not as critical in tweets • For twitter monitor # tags for relevant terms • Be prepared to respond • Twitter requires quick response time: nearly instantaneously • Monitor blogs for comments and respond in a timely manner • Example: WebTrends monitors Twitter for problems, etc. • Replies (usually within 15-30 min) with a link to the solution; or who to contact

  22. Thank You – Questions? Alan K’nechtK’nechtology Inc. www.knechtology.com Follow me @aknecht Look for my first book sometime in 2010 entitled “The Last Original Idea”

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