This session was presented by Sean Jackson of Lead Maverick and Lee Odden of TopRank Online Marketing and covered the meeting of SEO and PR and how to take advantage of the tactics for maximum impact. Sean Jackson Sean explained that PR SEO is the “online communications that influence the purhase process of customers on search engines.” He shared a graphic of the purchase process and that you should target message to a specific place in the purchase process.
Search plays a role in every stage of the buying process. He emphasized the need for good content repeatedly as the real key to success. Lee Odden Lee calls the overlap between SEO and PR “Digital PR.” He mentioned that Google News is not the top news source- so reconsider where your news targets might be. 64% of journalists report that they use Google or Yahoo! online news services to follow the news in a particular beat, and he mentioned a quote by David Meerman Scott that said how Scott searches for data and news he wants – he doesn’t respond to email story pitches.
TopRank did a survey of publications and found that 82% of reporters use search for story ideas and 91% to learn about companies or people. 91% use standard search while only 27% use news search site. And social is growing – 27% are now using social search as well. Most use blogs (55%) and social networks (54%) to find sources. Most SEO conversations are about SEO for lead generation. News is a different animal. The focus audience may be different. It may be a journalist looking for a source or information. Lee also covered the fact that PR is partly a PUSH method, using wire services, networking, pitching and RSS, whereas PULL method is optmized press releases, social media and newsrooms.
To optimize press releases:
Research keywords
Optimize content
Call to action
Landing pages
Post to newsroom
Pitch to media
RSS
Wire service distribution
Measure success
More keys:
Think upward and to the left
Optimize for people first then search engines
Use keywords in the title, subheads and body
Don’t obsess over keyword density
In a 500 word release, use the target keyword 2-4 times
Use keywords in links to the company site
Add media, like images, podcast, video, PDF/word docs
Always get the metrics too:
Is it in Google and Yahoo news?
Pageviews?
Media and blog pickups
Inbound links
Social bookmarks
Keyword rankings
Corporate site traffic
Conversions: Sales/PR
Lee also commented that all websites need a newsroom, and they should contain:
press releases
media coverage
events
whitepapers
newsletters
media contact info
exec bios and photos
To optimize a newsroom for search:
blog post
comments/trackbacks
RSS
social bookmarks
Lee also touched on Digital Asset Optimization, which he has covered in past blog posts. Maximize all digital assets for PR, like images, video, case studies, etc. To build a newsroom:
Consider using blog software for the newsroom
Save/Share bookmarks
Make keyword categories
Offer chronological archives
Site search
RSS feed
Optimized for keywords
Include press releases, media coverage, events
Cross link to related pages on the main website
Janet Driscoll Miller is the CEO and Lead Search Strategist of Search Mojo a full service search engine marketing firm. Her company offers both Search Engine Optimization (SEO) services and Pay Per Click (PPC) Management services to help clients improve search engine rankings.
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