Social Media & Search Engine Optimization for PR Pros

Social Media

OCPRA Summer Conference

@giovanni

July 9, 2012

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OCPRASUMMER CONFERENCE

Social Media & Search Engine Optimization for PR Pros

OCPRA Summer Conference

@giovanni

Thank You!

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OCPRA Summer Conference

@giovanni

About @giovanni

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On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes.

On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.

And, if you’re not careful you might catch him or his work on Troubadour, TX, a weekly syndicated TV series airing in about 38 million households in 140 U.S. markets.

OCPRA Summer Conference

@giovanni

Getting Started

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What Is SEO?

•SEO stands for “search engine optimization” •Getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines •All major search engines such as Google, Yahoo and Bing have such results•Includes web pages, videos, photos, & local listings•Results shown and ranked based on what the search engine considers most relevant to users

•SEO is NOT advertising•Payment isn’t involved, as it is with paid search ads

OCPRA Summer Conference

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Getting Started

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What Is SEO?

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Before We Get Too Far

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Before & After

•Differentiate•Target•Be Relevant•Have a Budget•Define Your ROI & Your ROE•MAKE A PLAN - GOALS ARE GOOD

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Before We Get Too Far

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During

•Give it legs - Give ‘em something to talk about•Lead them to a destination or a point of conversion•What’s a Point of Conversion?•Provide a way to engage•Stay engaged•Provide the means and the incentive to share

OCPRA Summer Conference

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De!ning Goals

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Start with the End in Mind

•Define target audience•Determine goals and objectives•Develop and implement tactics to achieve goals•Monitoring, measuring, & reporting•Wash, rinse, & repeat

OCPRA Summer Conference

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Finding Your Keywords

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Some Very Basic Basics

click thrus | humanskeywords & phrases | humans

backlinks | search enginesanchor text | search engines

OCPRA Summer Conference

@giovanni

Finding Your Keywords

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How Search Works

Keywords: Simplified

OCPRA Summer Conference

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Finding Your Keywords

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Some Very Basic Basics

Make sure the search engines can crawl your content.

OCPRA Summer Conference

@giovanni

Finding Your Keywords

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Some Very Basic Basics

Find The Right Keywords

OCPRA Summer Conference

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Finding Your Keywords

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Keyword Research

Google Keyword Search Tool

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Finding Your Keywords

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Keyword Research

Google Keyword Search Tool

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@giovanni

Using Your Keywords

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The Secret Formula

Title TagTitle of ArticleH1 Tags300 - 500 Words Per Page3% - 5% Keyword DensityKeyword-Rich links to your page/article

OCPRA Summer Conference

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Optimizing Your Press Release

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Natural Writing

Write for people, not machinesFocus your messageUse the language of your audienceUse - but don’t overuse - anchor text linksAdd a photo & add your key phrase at the beginning of the photo caption

OCPRA Summer Conference

@giovanni

Optimizing Your Press Release

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Natural WritingHave a specific audience in mind• Who is the audience?• What is the press release about?• Where will it have the most effect?• When is the best time to distribute it?• Why should my audience care?

Share your content sociallyWrite naturally

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Content Marketing

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How Should You Proceed?

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The Two Approaches

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Shot Gun Surgical

•Quality is irrelevant•Quantity is everything•Employs high numbers of interns and enter-level writers to game the system

•Quality is all that matters•Quantity is less important•Employs use of highly-trained creatives to produce excellent content

The nation must be prepared to see heavy casualty lists.

Not by strength, but by guile.

OCPRA Summer Conference

@giovanni

The Two Approaches

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•Blog Spamming•Blog Networks•Link Wheels•Paid Links•Article Marketing•Paid Votes/Views

•Blogging•Guest Posts•Interactive Content•Infographics•Link Baiting•Asset Building•Photography/Video

Tools Tools

Shot Gun Surgical

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Stepping Away From “Search”

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Search Is More Social Now

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Stepping Away From “Search”

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Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million

Are These Search Engines?

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Stepping Away From “Search”

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Google Love from Google+

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Stepping Away From “Search”

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Google Love from Google+

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Stepping Away From “Search”

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Bing Integrates Facebook

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Stepping Away From “Search”

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Bing Integrates Facebook

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Stepping Away From “Search”

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YouTube As Search

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@giovanni

Stepping Away From “Search”

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YouTube As Search

OCPRA Summer Conference

@giovanni

Stepping Away From “Search”

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YouTube As Search

OCPRA Summer Conference

@giovanni

Stepping Away From “Search”

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YouTube As Search

OCPRA Summer Conference

@giovanni

Stepping Away From “Search”

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YouTube As Search

OCPRA Summer Conference

@giovanni

Stepping Aways From “Search”

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Caring For Your Brand

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Branding Consistency

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Now Let’s Get Going

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Tips for Increasing Search Visibility

•Brand Consistency - Push/Promote Social Profiles•Back Linking•Social Posts are Time Sensitive•Make Content Public•Put Keywords In The Right Place•Optimize Your Multimedia•Run Your Social Media Profiles Well

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Optimizing Content for Search & Social

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•Use Magnetic Words In Your Titles•Keep Your Titles Brief•Add Attractive Keywords and META Data•Use Attention-Grabbing Images•Add Social Sharing Buttons Everywhere•QUALITY over quantity

Tips for Increasing Search Visibility

OCPRA Summer Conference

@giovanni

Words of Warning

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OCPRA Summer Conference

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Watch Out For Old “Best Practices”

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Penguin & Panda

•Code names for Google changes to its search algorithm

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Watch Out For “Best Practices”

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Panda

This update is designed to reduce rankings for low-quality sites—sites which are

•low-value add for users •copy content from other websites•sites that are just not very useful

OCPRA Summer Conference

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Watch Out For “Best Practices”

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Panda

At the same time, it will provide better rankings for high-quality sites—sites with

•original content•original information •research•in-depth reports •thoughtful analysis and so on.

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Watch Out For “Best Practices”

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Penguin

•Algorithm change •Targeted at spam •Decrease rankings for sites that Google believes are violating their existing quality guidelines

Black hat SEO tactics like keyword stuffing (long considered web spam) would get a site in trouble, but less obvious tactics (link incorporating irrelevant outgoing links into a page of content) would also cause Penguin to flag your site.

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Watch Out For “Best Practices”

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Who Got Hit?

Google has also mentioned sites like Wikipedia and the New York Times!

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What Does This Mean?

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•Much of what we’ve been doing in the past is now suspect•Google is constantly looking to deliver quality results to users•When they can, Google makes changes to their algorithm in an effort to improve the over quality of search results for users •DO NOT look for “best practices” that recommend quantity over quality

What Does This Mean?

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Analytics

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Measuring Your Results

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Measuring Results

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Facebook

OCPRA Summer Conference

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Measuring Results

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YouTube

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Measuring Results

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Google

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@giovanni

07.10 Facebook Tips, Tricks, & Hacks for Tech Start-Ups Plano, TX [search: gravity center dallas]

07.14 To Tweet Or Not To Tweet Dallas, TX [search: art professionals texas]

07.18 Integrating Social Media with Email Marketing Dallas, TX [search: rowdfw]

07.25 Kickstart Your Event With Social Media Fort Worth, TX[search: fort worth initiative]

more dates at http://LiveLoudTX.tumblr.com

Upcoming Talks

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OCPRA Summer Conference

@giovanni48

Questions?

Questions?

Thank You

OCPRA Summer Conference

@giovanni

Thank You

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Giovanni Galluccigiovanni@LiveLoudTexas.com469.682.6978http://LiveLoudTexas.com

google+: http://LiveLoudTexas.com/plusfacebook: http://www.facebook.com/LiveLoudTexaslinkedin: http://linkedin.com/in/LiveLoudTXtumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanniyoutube: http://youtube.com/LiveLoudTX

http://LiveLoudTexas.com/preso

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