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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News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, industry experts Lee Odden, CEO of TopRank Online Marketing, Lisa Buyer, President & CEO of The Buyer Group and Greg Jarboe, President and Co-Founder, SEO-PR look at how to make use of press releases and news content to tap into the power of news search.
Lisa kicked off our session explaining that optimized press releases are a vital part of any news SEO strategy.
The first step to defining the online PR opportunity is to define the media segment. With your online PR campaign are you targeting editors, journalists, analysts or the media?
Media relations does not just mean getting your story found in the search results, but rather helping journalists find their story online.
So, how are journalists searching for news?
- Reaching out to […]
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Written by on August 20th, 2008 with no comments.
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The buzz about SEO in the public relations industry has grown tremendously over the past 2-3 years. Press releases in particular, have been the easy target for promotion as candidates for optimization. With the growing use of Google and Yahoo News, optimizing press releases have been an easy way to gain prominent visibility in the short term and in some cases, long term visibility in standard search engines.
As both a SEO and a PR practitioner for companies ranging from startups for Fortune 20 corporations, our Online Marketing Agency is tasked with educating audiences in both industries. For example, at public relations conferences, I’m the SEO guy talking about optimized PR. At search marketing conferences, I’m the PR guy talking about using PR for SEO. Our Account Managers like Jolina Pettice and Mike Yanke do the same thing with clients.
The continuing convergence of both disciplines is inevitable. Neither is based […]
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Written by on April 22nd, 2008 with no comments.
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During the PRSA International Conference I had the opportunity to talk with Eric Schwartzman about the interplay of search engine optimization and public relations. There’s plenty of sage advice for PR professionals interested in leveraging search engine optimization tactics in the interview, so if you have 25 minutes be sure to click the link above and listen. Otherwise, here is a paraphrased accounting of our talk:
How can SEO can help an organization raise awareness?
People are looking for information, they use a variety of types of search such as Google, Yahoo, Live and Ask as the predominant channels. There’s also news search , blog search and search within social media sites. Any time something can be searched on, that’s an optimization opportunity. Increasing awareness comes from making it easier for people to find you when they’re looking for information.
What is the role of search engine optimization in media […]
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Written by on February 13th, 2008 with no comments.
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The last session of the day for me was “Press and Public Relations Campaigns” with Robin Liss of Reviewed.com and Joe Beaulaurier from PRWeb. Moderation duties were scheduled to be handled by Brett Tabke but were switched at the last minute to Melanie Mitchell, VP of SEO/SEM at AOL. Sorry Brett, but I don’t think anyone had a problem with the switch.
Robin presented a case study for a promotion on the iPhone her site wirelessinfo.com did using multiple channels including Digg and a YouTube video that went viral. Joe presented the multiple media format press release options offered by PRWeb.
I talked about what kinds of public relations content can and should be optimized as well as 3 SEO PR tactics: press release optimization, blog powered media room and social media relations. I also presented 3 different sets of optimized PR metrics including social media analytics, pickups and […]
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Written by on December 7th, 2007 with no comments.
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“Of all our inventions for mass communication, pictures still speak the most universally understood language.” Walt Disney
Jennifer Laycock Editor-in-Chief of Search Engine Guide helped the audience understand the value of images and 3 benefits to submitting photos to image sharing sites, like Flickr.
She made an excellent point by demonstrating what impacts people the most:
Copy OR Images
Let’s try it. What impacts you more, the description of how I dressed my dog up for Halloween OR the picture of it?
Description: For Halloween, I dressed my pup up as an angel.
Image:
Without the image - or having to include a lot more copy - questions are left unanswered. In this example, questions that are answered through the image, but not the copy include:
-what Wrigley looks like
-what color(s) he is
-what kind of dog
I agree with Jennifer, people are drawn to images. Not only are images entertaining, but they immediately tell us a story.
So, […]
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Written by on December 5th, 2007 with no comments.
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Many search marketing tactics come and go, but one channel of promotion that has steadily evolved is the practice of optimizing press releases for search engines. While it’s true that the future of the traditional press release has been up for debate over the past few years, wire services and the web sites they syndicate content to continue to produce results for the clients of savvy public relations professionals and online marketers.
Yahoo News is still more popular that MSNBC, AOL News or CNN. Being able to rank well on the most popular online news web site as well as Google News simply by optimizing and distributing a press release offers attractive benefits at a nominal cost.
In the course of prepping for an upcoming public relations workshop where I’m speaking on a panel about press release optimization, I thought I’d do a review of the top wire services. Part of that […]
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Written by on November 27th, 2007 with no comments.
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