YouToo2011-Dominic Litten-Ignore SEO at your own Peril
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Transcript of YouToo2011-Dominic Litten-Ignore SEO at your own Peril
Why PR fails SEO
Dominic Litten – Lead, Interactive Marketing at Point to Point
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About Point to Point.
| We don’t live in silos.| We say no a lot. | We have clients. | www.pointtopoint.com
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About Me
| Recovering PR practitioner.| #humblebrag time.| I think I am hilarious. | I speak really, really fast (sorry).
Today’s nonsense.
| Organic SEO for PR practitioners.| Be measureable. | Be actionable.| That’s it.
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Why SEO? Welcome to the pinhole.
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Dominic. Nobody cares.
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Why you care: PR should own SEO, like Social.
| PR + SEO = Good.| PR + SEO + SMM = Better. | PR + SEO + SMM + CM = Crazy
Delicious.
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Why you care: This is how you’re found.
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Why you care: Social alone isn’t enough.
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Why you care: Higher rank, more clicks.
| No. 1 ranking = 42.1% of clicks| No. 2 = 11.9% | No. 3 = 8.5%| No. 4 = 6.1%| No. 5 = 4.9%| No. 10 = 3.0%| Nos. 11-20 = 10.1% (combined)| Nos. 21-1,000 = 1.2% (combined)
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Why you care: More AGI for your agency/dept.
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Why you care: Kumbaya with IT (or skip ‘em).
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Why you care: You are replaceable.
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Why you care: Everyone is a publisher, stand out.
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Why you care: Be more accountable.
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SEO is just one way through the pinhole.
| The intersection of need & want.
Links. Crawling. Profit.
cars.com
bluecars.com
redcars.com
pinkcars.com
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The reality?
| Google’s algo has 1000s of variables.
Want to be be clear: Doing SEO assumes…
| Have. Know. Love. Analytics.| SEO matches existing goals. | Have a site that allows easy changes to:
| HTML.| Copy.
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Four levels of optimization.
| 1. Indexable, crawlable site. | 2. Onsite keyword targeting.| 3. Know the link. Be the link.| 4. Smart social and content.
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Step No. 1: Is your site ready to be indexed?
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Where PR fails SEO.
| We pass the keys on to IT. Or worse, outsource.
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Common errors.
| Content in flash? In PDFs?| Pages hidden from engines?| Site too flat?
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Site/URL architecture. Like this.
cars.com
cars.com/ford/suv
cars.com/ford/truck
cars.com/ford/sedans
cars.com/ford
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Site/URL architecture. Not like this.
cars.com/ford
cars.com/privacypolicy
cars.com/ford/truck/
f150
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Back to the pinhole.
| Is my site developed in a way my audience can logically navigate?
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Is your content spread out over URLs?
cars.com carsblog.com
stuff.cars.com
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Is there duplicate content?
cars.com/
id=1234
cars.com/ford
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PR/SEO Myth 1: Scoring software = All I need.
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Indexing, Crawling Tools
| Google Webmaster Tools| Bing Webmaster Tools| SEOMoz Crawl Test| Xenu | Yes, Hubspot Website Grader
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Into process?
| Before all site redesigns.| Before any content marketing analysis.| Before starting a blog.
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Step No. 2: Keywords and onsite optimization.
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Where do keywords start? Personas.
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Where PR fails SEO.
| We take shortcuts.
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Where else?
| Existing search traffic. Duh.
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Where else?
| Your competitors.
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Where else?
| Locality.
Remember the pinhole.
| Your keywords should answer the questions your audience is asking.
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Keyword example: Save my ticker.
| Cardiologist? | Heart doctor?| Heart surgeon?| Cardiovascular specialist?
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Where PR fails keywords.
| We think we can have any keyword we want.
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Once we have keywords finalized?
| Do. Immediately.
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That means everything.
| Not just what you like.
Onpage keyword infusion. Commence.
| Title tags.| Describes page to engines.| Be descriptive. “Home” vs. “Cleveland
PR Agency”| Less than 65 characters. | Unique on every page.
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How it looks in Google SERPs. This is not ideal.
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Neither is this.
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This works.
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Onpage keyword infusion. Commence.
| Meta descriptions.| 155 characters or less.| Unique on every page.| Call to action.
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Again, this is not ideal.
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But this works.
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Onpage keyword infusion. Commence.
| Body copy. | Blog titles.| Page titles.| Unique on every page.
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Write naturally. Don’t overdo it.
| Google knows. Trust us.
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PR/SEO Myth No. 2: All SEO advice works for you.
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Keyword, onsite tools.
| Competitive keyword software.| Google trends.| Google Adwords.| Existing PPC data.| Character counter. | Ranking software.| A URL chart.
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Into process?
| Each piece of onsite content produced should include:| Title tag.| Meta description.| Page title (H1).| Copy.| Inventory everything.
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Step No. 3: Link building.
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PR/SEO Myth No. 3: Release distribution = Links
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Link building is hard. Too bad.
| Link “cold calling.”| Research, then ask nicely. | Great onsite content. | Guest blogging.| Blogger relations.| Paying.
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Where SEO fails link building.
| You’re already the best at pitching, why doesn’t PR own link building?
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Pinhole.
| Which sites are most relevant to my audience and can I get a link from them?
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Link building tools.
| Yahoo! Site Explorer.| SEOMoz.| Raven.| Majestic SEO.| Ontolo.| Your (my) big mouth/email.
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Process?
| Yeah right.
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No. 4 Content development and social media.
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Good news? PR owns social media.
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Good news? Smart content is SO pinhole.
| Fills a niche.| Attribute content to a place in the sales
cycle.
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Good news? PR people are great writers.
| We can produce content out the wazoo.| blog posts| case studies| white papers| webinars| video
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Bad news? The GOOG doesn’t care. Yet.
| Ranking factors according to 2010 SEOMoz Survey| Authority of domain (age, breadth of
site) 24%| Link popularity 22%| Anchor text of external links 20%| On-page keyword usage 15%
|Social graph 6%
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Social often only ranks for low search. #humblebrag
| LinkedIn No. 1.| Twitter No. 2.| Ning No. 3. | Quora No. 10. | YouTube No. 11.
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Bad news? Content alone does nothing.
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Good news? Content + social does work.
| Blogs can account for 20-40% of organic traffic.
| Blogs can increase all traffic 55%.| 57% of businesses have acquired a
customer through their company blog.
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First step. Optimize offsite assets.
| YouTube. | Twitter.| LinkedIn.| Quora.| Slideshare.| Other shiny objects.| Etc.
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Next step. Get all editorial-y
| Develop an editorial calendar.
Content marketing tools.
| Editorial calendar.| Title.| Topic.| Keywords.| Posting where?| Additional assets needed?
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For example, develop a process.
| Every press release.| Posted on Twitter?| Posted on Facebook?| Posted on company blog?| Posted on distribution site?| Video to YouTube?| Images to Flickr?
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Wrap up. Quick tips.
| Onsite > Offsite. Twice on Sundays.
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Wrap up. Quick tips.
| Test your theories. Always.
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Wrap up. Quick tips.
| Do. Measure. Report. Do. Measure. Report.
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Thank You
| @djlitten