The sheer quantity of different information sources online has resulted in a media circus. The various blogs, tweets and mainstream media outlets are like different acts vying for user attention. Online reputation management amid all the chaos can be difficult. It seems only appropriate that a circus insider, Jessica Berlin of Cirque du Soleil, weighed in with some tried and true advice in Reputation Monitoring and Management.
Andy Beal, Internet Marketing Consultant with Marketing Pilgrim and Lee Odden, CEO of TopRank Online Marketing and primary author of this blog, also contributed their advice for keeping the positive spotlight on your brand in this session moderated by Todd Friesen.
Why Monitor Online?
Lee pointed out that both your brand influencers and those influenced by your brand live online; your customers, prospects, competitors, etc. What is being said about your brand online can have a huge impact, both positive and negative, on your business.
“It’s […]
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Written by on November 12th, 2008 with no comments.
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One of the hottest topics that transcends the public relations, social media and search marketing worlds is online reputation management. Search engines are fantastic for finding things. They’re also a significant contributor to influence online. Blogs, forums, social networks and media sharing sites all offer venues for customers to express their opinions about brands - good and bad.
The influence of search visibility as well as word of mouth on social media sites (the social web) is too significant for companies with any kind of brand equity to ignore. Lucky for readers of this blog or those you pass it on to, there are two upcoming opportunities to learn in depth about how to tackle online reputation management.
I’ll get to those opportunities in a moment, but first I’ll offer some context for why this is such an important issue.
There are plenty of CEOs, executives, brand and business managers that are facing […]
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Written by on November 5th, 2008 with no comments.
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In October we decided to mix things up a bit and offer more posts with practical tips, especially the SEO Basics series. While many of our readers appreciate industry insights, observations, conference coverage and interviews, it was the practical tips and resources that attracted the most interest.
While started out with tips focused on search engine optimization in October, we’ll begin offering similarly practical tips for digital PR and social media marketing as well.
The two day Social Media Smarts workshop in conjunction with the DMA will offer more than enough basic social media tips to share. Here are the top 10 Online Marketing Blog posts according to visitors, post ratings and incoming links for October:
SEO Tops Recession Internet Marketing Tactics - Over 400 internet marketing professionals took this survey to identify the top Internet marketing tactics to focus on over the next 6 months and SEO came out on top.
SEO Basics: […]
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Written by on November 3rd, 2008 with no comments.
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Today I did a webinar with PRWeb on how to improve SEO (Search Engine Optimization) results by using online public relations tactics. With 15 minutes to present, there wasn’t a lot of tactical detail. At TopRank we’ve done a pretty good job at identifying trends in a way small and large business marketers can understand. Concepts like “push and pull PR”, “digital asset optimization” and “press release optimization” have helped many marketers realize the benefits of SEO from different perspectives. The embedded slides below touch on several of these concepts:
SEO and PR for Digital Public Relations
View SlideShare presentation or Upload your own. (tags: internet web)
Of course, feedback and questions are always welcome. The webinar had about 350 participants online and there were well over 70 questions posed.
Sponsored By: PRSA International Detroit 10/25-28 Preconference Workshop: Search Engine Optimization for News
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Written by on October 30th, 2008 with no comments.
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Working for TopRank Online Marketing, which offers both SEO and public relations services, I always enjoy attending sessions that focus on both.
In part, it’s an excellent feeling to know that the SEO services we integrate into our online PR programs are ahead of the game in many ways, and in part because there is always something new and of value I can continue to offer to our clients.
That was my exact feeling when attending the PRSA session “What’s The ROI On Your Press Release.” This excellent session was presented by:
Greg Jarboe, President, SEO-PR
Laura Sturaitis, Senior Vice President Media Services & Product Strategy, Business Wire
Much of what was presented by Sturaitis will be familiar to regular readers of this blog, but new and vital to those either new to PR or veterans of traditional PR only.
As was the theme for much of this conference, and within the title of this session, […]
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Written by on October 28th, 2008 with no comments.
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Organic search (SEO) success is based fundamentally on keywords and links. You can also make a pretty easy correlation between that and the combination of messaging and media pickups important in public relations efforts.
Search engines like Google advise webmasters to create great content and let important web sites in your industry know (to attract links). Some of the best link sources are the hardest to achieve, such as a link in a story published at a major publication or even a industry niche publication.
This is where PR and SEO savvy can combine like Yin and Yang to create competitive advantages and extend the value and reach of your online marketing/media relations efforts. Some of the public realtions tactics that can affect search engine optimization results include:
Contributing articles
Pitching stories to journalists
Blogger relations
Press release distribution
Social media PR
These are tactics aimed mainly at achieving some PR focused result such as media coverage and […]
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Written by on October 16th, 2008 with no comments.
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TopRank Online Marketing has been fortunate to present at the Direct Marketing Association annual conference for 4 years in a row and a 5th appearance several years before that. (See photos from DMA07 here) Over 10,000 marketers attend the DMA show making it the largest marketing conference in the world and with this year’s show being held in Las Vegas, it should be another great event.
The DMA has traditionally been known as an organization steadfast in marketing principles and rooted in traditional marketing education but has made quite a bit of progress in the online marketing space with it’s Search Engine Marketing Certification program and upcoming attention to social media. In fact, this year’s DMA08 show includes online marketing sessions on:
Affiliate marketing
Consumer generated content
Blog marketing
Email marketing
Pay-per-click advertising
Online public relations (TopRank)
Search engine optimization
Social networking
Web analytics
That lineup of conference programming is really filling out and offering companies that “get” direct marketing, an […]
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Written by on October 13th, 2008 with no comments.
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We’ve made the case for integrating media relations, SEO and social media into a digital PR program as well as covering some of the basics. Now we can drill a bit deeper into blogger relations and social media monitoring.
Practical Examples of Involving SEO Expertise with Media & Blogger Relations, Social Media Monitoring
The advent of digital PR and the technology tools that serve as compliments means changes in the way agencies provide client consulting and practice management. In the case of TopRank, we’re running both a internet marketing agency and a public relations practice, so we’ve always counseled our clients on the use of targeted keywords during interviews and in communications with the media as well as with content published to the web. In a push and pull PR strategy, keywords are used to optimize content and digital assets to enable the media to pull themselves to a client’s news.
Optimize your […]
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Written by on August 29th, 2008 with no comments.
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Yesterday we talked about the opportunity for combining search engine optimization, social media and digital public relations. Today’s entry will discuss how to start going about it.
Leveraging Low and High Tech for Social Media Relations
“Fuzzy”. That’s how I would describe most companies’ thinking on social media, SEO and PR. How can marketers and companies start incorporating the new rules of the social web into a digital PR effort?
The answer to that question starts with understanding the social web and the technology that connects audiences. Forrester often refers to this social connectivity as “social computing”. The socialized web provides media relations practitioners and search marketers with an array of tools to make it easier for journalists and the media to cover their clients’ news, promote content and attract links. They key is knowing which tools are most appropriate and effective and which are simply “shiny new objects”.
Start with the fundamentals. RSS […]
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Written by on August 28th, 2008 with no comments.
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What exactly, does Web 2.0, social media and even SEO have to do with public relations? Everything!
You’d be hard pressed to find any modern public relations agency practice that isn’t researching or already implementing a digital PR strategy including search engine optimization, blogging/blogger relations and social media. The winds of change are here and many Public Relations practitioners are scrambling to adjust to the opportunities presented by shifts in both consumer and journalist behavior online.
Look no further than popular Public and Media Relations conferences like PRSA International or some of the Bulldog Reporter events to see exactly how the PR industry is making a concerted effort to educate itself on how to adjust to new opportunities with Web 2.0., SEO and social media.
The Point of Connection is coming. In fact, I will be doing a half day, pre-conference workshop for the PRSA International event October 25th (1-5pm) […]
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Written by on August 27th, 2008 with no comments.
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