PR & SEO: A Match Made in Heaven
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Transcript of PR & SEO: A Match Made in Heaven
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Helping businesses succeed online.
PR & SEO: A MATCH MADE IN HEAVEN
@searchinfluence @paulalmkeller Confidential, Property of Search Influence, LLC © 2016
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Confidential, Property of Search Influence, LLC © 2016
PR & SEO: A MATCH MADE IN HEAVEN
Paula KellerDirector of Account
Management
Public Relations Association of LouisianaMay 2016 Luncheon
@searchinfluence @paulalmkeller
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SEARCH INFLUENCEHelping customers successfully market online since 2006.
Search Influence • 90 full and part-time
employees• 120 contract writers• Google AdWords & Analytics
Certified Staff• Google Certified Partner
Reputation• 2011 Inc. 500 honoree• 2013 Inc. Hire Power Winner• Recognized leader in search and social
for local business • Two decades in online media• Best Places to Work, 2014
ABOUT
@searchinfluence @paulalmkeller
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LOCAL CLIENT Sample
@searchinfluence @paulalmkeller
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● LSU Marketing Grad● New Orleans Native● “Influencer” since 2009● Google AdWords Certified● Love dining out and cooking in
PAULA KELLERABOUT ME
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
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Search Engine Optimization (SEO) is the process of influencing the visibility of a website in a search engine’s organic search results.
WHAT IS “SEO?”
@searchinfluence @paulalmkeller
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UN
DER
STA
ND
ING
SE
ARC
H R
ESU
LTS PAID
Search Results
ORGANIC Search Results
LOCAL Search Results
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IS SEO WORTH THE EFFORT?
37% of clicks go to the #1 position60% of clicks go to the top 390% of clicks go to sites on page 1
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● Content heavy● Outreach in a must in a 2016 SEO strategy● Leveraging existing relationships & creating new● It’s what Google wanted all along
@searchinfluence @paulalmkeller
“Brands are how you sort out the cesspool of the Internet”
- Eric Schmidt, 2008
PR PROS NATURALLY HAVE SEO SKILLS
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MINI CASE STUDYDAVID CARRIER:THE POWER OF A BRAND
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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6 PLACES TO GET LINKS & BUILD AUTHORITY
1. Sites that already rank for your targeted keywords & topics
2. Historical media mentions & brand mentions3. Future media mentions4. Online press release distribution5. “Local” (not just to NOLA) directories
@searchinfluence @paulalmkeller@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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1. Keywords - or topics2. Content - the website3. Connections - link & authority building
Lather, Rinse, Repeat!
SEO 101
@searchinfluence @paulalmkeller
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KEYWORD & TOPIC RESEARCHDon’t Guess! Use FREE Tools.
Google AdWords https://adwords.google.com/KeywordPlanner
Google Trends http://www.google.com/trends/
@searchinfluence @paulalmkeller
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Keyword Avg. Monthly Searches
things to do in new orleans 40500new orleans events 5400
new orleans things to do 4400concerts in new orleans 2900
new orleans concerts 2400events in new orleans 2400
things to do new orleans 1900new orleans opera 1000
live music new orleans 880new orleans theater 720
concerts new orleans 480new orleans entertainment 480
new orleans live music 480new orleans music venues 390
events new orleans 390things to do in new orleans la 390
shows in new orleans 320new orleans shows 320
theaters in new orleans 320new orleans ballet 320
@searchinfluence @paulalmkeller
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Confidential, Property of Search Influence, LLC © 2016
ON-SITECONTENT
@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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PLAN YOUR CONTENT:
TOPICS
Opera
Concerts
Ballet
Live MusicMusic Venues
Event Venue
Theatre HOMEPAGE
Event Rental
Things to Do
@searchinfluence @paulalmkeller
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PLAN YOUR CONTENT:
SPECIFICS
• What makes the business unique?• Everyone can say they have
“Great customer service” – why is it great?
• Purchase / reservation process• Cost• Expectations• Examples• Dress code
@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
ANSWERTHEPUBLIC.COM
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CRAFT YOUR CONTENTGoogle looks to certain elements on the page for clues on what the page is about.
Google will reward you if all on-site content is unique and high quality. Include the specific topic in all available elements of the page including:
• TITLE TAGS• META DESCRIPTIONS• ON-PAGE HEADINGS• ON-SITE CONTENT
• ~500 words• IMAGE ALT TAGS
@searchinfluence @paulalmkeller
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TITLE TAGVisible:1. At the top of the
browser window2. In search results as the
blue / bold title
@searchinfluence @paulalmkeller
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META DESCRIPTIONBuilt into the HTML of a webpage and acts as a summary or description of that page’s content.
The Meta Description is also displayed in the 2 lines of black text on a SERP.
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PAGE HEADINGS (H1s & H2s)Heading tags create structure and provide visual cues to the reader.
@searchinfluence @paulalmkeller
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ON-PAGE CONTENT
@searchinfluence @paulalmkeller
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OTHER TYPES OF CONTENTON-SITE & OFF-SITE
● Photos and other images● Videos● Press releases ● Social media posts● White papers, guides and ebooks
@searchinfluence @paulalmkeller
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Confidential, Property of Search Influence, LLC © 2016
CONNECTIONS:LINK & AUTHORITYBUILDING
@searchinfluence @paulalmkeller
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5 PLACES TO GET LINKS & BUILD AUTHORITY
1. Sites that already rank for your targeted keywords & topics
2. Historical media mentions & brand mentions3. Future media mentions4. Online press release distribution5. “Local” (not just to NOLA) directories
@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
#1: SITES THAT RANK FOR YOUR KEYWORDS
GET TO KNOW YOUR “SERP”
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● Trip Advisor● Eater● NOLA.com● NewOrleansOnline● NewOrleansRestaurants● Zagat● Open Table● Thrillist
@searchinfluence @paulalmkeller
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#2: EARNED MEDIA & BRAND MENTIONS
1. Review Cision / other reports of historically earned media
2. Use my Google trick to find additional brand mentions (see next 3 slides)
@searchinfluence @paulalmkeller
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GOOGLE TRICK:“Business Name” -inURL:yourclient.com
Review top 10 pages of results for mentions
@searchinfluence @paulalmkeller
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GOOGLE TRICK:“Business Name” -inURL:yourclient.com
Review top 10 pages of results for mentions
@searchinfluence @paulalmkeller
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GOOGLE TRICK:“Business Name” -inURL:yourclient.com
Review top 10 pages of results for mentions
@searchinfluence @paulalmkeller
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#3: FUTURE MEDIA MENTIONS
● Just ask for a link!● Some sites’ editorial standards won’t
allow it, MOST WILL! ● Provide “deep” URLs (not just the
homepage)
@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
#4: ONLINE PR DISTRIBUTION
@searchinfluence @paulalmkeller
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#5: LOCAL DIRECTORIESNot just “local” to New Orleans
@searchinfluence @paulalmkeller
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USE A CONSISTENT “NAP”
Name
Address
Phone#
Website@searchinfluence @paulalmkeller
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@searchinfluence @paulalmkeller
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MAKE AN ACTION PLAN1. Create specific content around targeted topics2. Review linking opportunities & prioritize sites for outreach
a. Sites that already rank for your targeted keywords & topicsb. Historical media mentions & brand mentionsc. Future media mentionsd. Online press release distributione. “Local” (not just to NOLA) directories
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller
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THANK YOU!PAULA KELLER
Search Influence, LLC935 Gravier St STE 1300
New Orleans LA 70112-1608(504) 208-3900
http://www.searchinfluence.com/