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Instructed by Ashley Halberstadt.
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The Not-So-Odd Couple:The Union of PR & SEO
Ashley Halberstadt & Halie DavilaDigitalRelevance
Today You Will Learn:
• An introduction to media relations• Alternatives to a press release, and whether or
not they are relevant to SEO• A brief history of SEO basics• How PR and SEO work together for the best
results
About Us:
Ashley Halberstadt• Director of Digital Media Relations• Agency background – B2B and B2C
Halie Davila• Client Campaign Manager• SEO Content Strategy
Agenda:• Guest posts vs. editorial coverage• How to pitch the media• Press releases for PR• Press releases for SEO• Nofollow links• Introduction to SEO• SEO post-Panda and Penguin updates• A look at SEO today
Brand Awareness
• Brand awareness now impacts SEO
• Users more likely to click on your company in search results if they have seen it before
• How? Enter PR strategies and tactics
Intro to Media Relations:
• Guest Posting vs. Editorial Coverage
• Pitching the Media
• Press Releases
• Social Media
Guest Posts vs. Editorial Coverage:• Guest Posting
• SEO tactic to earn links for client keywords• Smaller, low-traffic sites
• Editorial Coverage• “Earned Media” – not crafting the article yourself• Larger sites, high traffic
• Paid writers/staff – less frequent contributed posts
• Bylined Articles• PR tactic, similar to guest posting• Transparency about who you are and the goal of the
article
Pitching the Media:
• Things to remember:
• Media are people, too
• What value do you provide?
• You aren’t the only one pitching them
• Show knowledge of their work
• Past coverage doesn’t earn new coverage
Pitchwich:
Bread slice: Greeting/Relevant tie-in (problem)Why are you sharing this info?
Condiment: Introduction of product/service (solution)
How the client relates to greeting, a one-sentence statement of who/what the product/service is
Pitchwich, Cont’d
Meat: Key details on client’s product/serviceKey info on the client, including details that separate it from any competition
Bread slice: Closing and call-to-actionFinal statement on client, offer interview, product sample, additional information and/or images
Press Releases:
• Never the only form of outreach• Offer as a source of additional information• Don’t send unsolicited attachments
Alternatives:• Blog post• Social channels
• No Follow Links • "Nofollow" provides a way for webmasters to tell search
engines• "Don't follow links on this page" or "Don't follow this
specific link"
• Is it newsworthy?• Did something big happen?• Does your audience NEED to know this?
• Purpose: SEO vs. PR• SEO = higher rankings and search visibility• PR = to provide valuable information to an audience
Press Releases Do Not Equal SEO
“Now, when you do press releases, it might get your Web site in front of the eyes of
bloggers, reporters and others, where what they write or link to may have an impact on
your rankings. But the links within the releases themselves, Google says—they
won't benefit your rankings.”- Matt Cutts, head of
Google Web Spam Team
If you’ve been using press releases for SEO, you might be feeling like this right now…
A Brief Intro To SEO The Big 3
• Architecture • Website architecture is an approach to the design and
planning of websites that involves technical, aesthetic and functional criteria
• Link Building• Link building describes actions aimed at increasing the
number and quality of inbound links to a page
• Content• Any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers
Pre-2011
• Link Building • forum comments, spam – old school SEO• earned media, social – new age SEO
• Architecture • How a site is built: URLs, HTML, interlinking,
redirecting, robots.txt, alt-text, etc.
Post-Penguin & Panda
• Content Marketing • NO MORE KEYWORD STUFFING• Writing for real people (not just search engines)• Long-tail keyword optimization• The perfectly optimized page
• Social Media• User behavior • Zero moment of Truth• Brand Authority
Today!
• It’s not just about onsite content and links anymore
• It’s about being truly relevant and useful for users
Digital Relevance for Deserving Brands
Move The Needle
Move The Needle
Begin flexing your SEO arm by implementing SEO best practices to Press Releases hosted on your site.
• Change links to “no-follow” within existing press releases hosted on your site
• Do this for releases from the past six months to a year
Move the SEO Needle
• A better understanding of PR• How to craft a solid email pitch• When a press release is appropriate• Alternative ways to share news outside of a
press release• A brief introduction to SEO practices• A history of SEO evolution• Why SEO matters to PR and vice versa
Key Takeaways
www.onlinemarketinginstitute.org
Thank You!
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