PR & SEO: A Match Made in Heaven

Helping businesses succeed online.

PR & SEO: A MATCH MADE IN HEAVEN

@searchinfluence @paulalmkeller Confidential, Property of Search Influence, LLC © 2016

Confidential, Property of Search Influence, LLC © 2016

PR & SEO: A MATCH MADE IN HEAVEN

Paula KellerDirector of Account

Management

Public Relations Association of LouisianaMay 2016 Luncheon

@searchinfluence @paulalmkeller

SEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence • 90 full and part-time

employees• 120 contract writers• Google AdWords & Analytics

Certified Staff• Google Certified Partner

Reputation• 2011 Inc. 500 honoree• 2013 Inc. Hire Power Winner• Recognized leader in search and social

for local business • Two decades in online media• Best Places to Work, 2014

ABOUT

@searchinfluence @paulalmkeller

LOCAL CLIENT Sample

@searchinfluence @paulalmkeller

● LSU Marketing Grad● New Orleans Native● “Influencer” since 2009● Google AdWords Certified● Love dining out and cooking in

PAULA KELLERABOUT ME

Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

Search Engine Optimization (SEO) is the process of influencing the visibility of a website in a search engine’s organic search results.

WHAT IS “SEO?”

@searchinfluence @paulalmkeller

UN

DER

STA

ND

ING

SE

ARC

H R

ESU

LTS PAID

Search Results

ORGANIC Search Results

LOCAL Search Results

IS SEO WORTH THE EFFORT?

37% of clicks go to the #1 position60% of clicks go to the top 390% of clicks go to sites on page 1

● Content heavy● Outreach in a must in a 2016 SEO strategy● Leveraging existing relationships & creating new● It’s what Google wanted all along

@searchinfluence @paulalmkeller

“Brands are how you sort out the cesspool of the Internet”

- Eric Schmidt, 2008

PR PROS NATURALLY HAVE SEO SKILLS

MINI CASE STUDYDAVID CARRIER:THE POWER OF A BRAND

Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

6 PLACES TO GET LINKS & BUILD AUTHORITY

1. Sites that already rank for your targeted keywords & topics

2. Historical media mentions & brand mentions3. Future media mentions4. Online press release distribution5. “Local” (not just to NOLA) directories

@searchinfluence @paulalmkeller@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

1. Keywords - or topics2. Content - the website3. Connections - link & authority building

Lather, Rinse, Repeat!

SEO 101

@searchinfluence @paulalmkeller

KEYWORD & TOPIC RESEARCHDon’t Guess! Use FREE Tools.

Google AdWords https://adwords.google.com/KeywordPlanner

Google Trends http://www.google.com/trends/

@searchinfluence @paulalmkeller

Keyword Avg. Monthly Searches

things to do in new orleans 40500new orleans events 5400

new orleans things to do 4400concerts in new orleans 2900

new orleans concerts 2400events in new orleans 2400

things to do new orleans 1900new orleans opera 1000

live music new orleans 880new orleans theater 720

concerts new orleans 480new orleans entertainment 480

new orleans live music 480new orleans music venues 390

events new orleans 390things to do in new orleans la 390

shows in new orleans 320new orleans shows 320

theaters in new orleans 320new orleans ballet 320

@searchinfluence @paulalmkeller

Confidential, Property of Search Influence, LLC © 2016

ON-SITECONTENT

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

PLAN YOUR CONTENT:

TOPICS

Opera

Concerts

Ballet

Live MusicMusic Venues

Event Venue

Theatre HOMEPAGE

Event Rental

Things to Do

@searchinfluence @paulalmkeller

PLAN YOUR CONTENT:

SPECIFICS

• What makes the business unique?• Everyone can say they have

“Great customer service” – why is it great?

• Purchase / reservation process• Cost• Expectations• Examples• Dress code

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

ANSWERTHEPUBLIC.COM

CRAFT YOUR CONTENTGoogle looks to certain elements on the page for clues on what the page is about.

Google will reward you if all on-site content is unique and high quality. Include the specific topic in all available elements of the page including:

• TITLE TAGS• META DESCRIPTIONS• ON-PAGE HEADINGS• ON-SITE CONTENT

• ~500 words• IMAGE ALT TAGS

@searchinfluence @paulalmkeller

TITLE TAGVisible:1. At the top of the

browser window2. In search results as the

blue / bold title

@searchinfluence @paulalmkeller

META DESCRIPTIONBuilt into the HTML of a webpage and acts as a summary or description of that page’s content.

The Meta Description is also displayed in the 2 lines of black text on a SERP.

PAGE HEADINGS (H1s & H2s)Heading tags create structure and provide visual cues to the reader.

@searchinfluence @paulalmkeller

ON-PAGE CONTENT

@searchinfluence @paulalmkeller

OTHER TYPES OF CONTENTON-SITE & OFF-SITE

● Photos and other images● Videos● Press releases ● Social media posts● White papers, guides and ebooks

@searchinfluence @paulalmkeller

Confidential, Property of Search Influence, LLC © 2016

CONNECTIONS:LINK & AUTHORITYBUILDING

@searchinfluence @paulalmkeller

5 PLACES TO GET LINKS & BUILD AUTHORITY

1. Sites that already rank for your targeted keywords & topics

2. Historical media mentions & brand mentions3. Future media mentions4. Online press release distribution5. “Local” (not just to NOLA) directories

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

#1: SITES THAT RANK FOR YOUR KEYWORDS

GET TO KNOW YOUR “SERP”

● Trip Advisor● Eater● NOLA.com● NewOrleansOnline● NewOrleansRestaurants● Zagat● Open Table● Thrillist

@searchinfluence @paulalmkeller

#2: EARNED MEDIA & BRAND MENTIONS

1. Review Cision / other reports of historically earned media

2. Use my Google trick to find additional brand mentions (see next 3 slides)

@searchinfluence @paulalmkeller

GOOGLE TRICK:“Business Name” -inURL:yourclient.com

Review top 10 pages of results for mentions

@searchinfluence @paulalmkeller

GOOGLE TRICK:“Business Name” -inURL:yourclient.com

Review top 10 pages of results for mentions

@searchinfluence @paulalmkeller

GOOGLE TRICK:“Business Name” -inURL:yourclient.com

Review top 10 pages of results for mentions

@searchinfluence @paulalmkeller

#3: FUTURE MEDIA MENTIONS

● Just ask for a link!● Some sites’ editorial standards won’t

allow it, MOST WILL! ● Provide “deep” URLs (not just the

homepage)

@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

#4: ONLINE PR DISTRIBUTION

@searchinfluence @paulalmkeller

#5: LOCAL DIRECTORIESNot just “local” to New Orleans

@searchinfluence @paulalmkeller

USE A CONSISTENT “NAP”

Name

Address

Phone#

Website@searchinfluence @paulalmkeller

@searchinfluence @paulalmkeller

MAKE AN ACTION PLAN1. Create specific content around targeted topics2. Review linking opportunities & prioritize sites for outreach

a. Sites that already rank for your targeted keywords & topicsb. Historical media mentions & brand mentionsc. Future media mentionsd. Online press release distributione. “Local” (not just to NOLA) directories

Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

THANK YOU!PAULA KELLER

Search Influence, LLC935 Gravier St STE 1300

New Orleans LA 70112-1608(504) 208-3900

http://www.searchinfluence.com/