Boosting PR Visibility with SEO and Content Syndication.

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Presentation transcript:

Boosting PR Visibility with SEO and Content Syndication

Matt Cutts – Google Search There's no point in doing textbook (SEO) stuff unless you have enough great content and the reputation within your community to be a challenger." Interview with Mike Grehan: The future of search and outdated SEO methods.

Online AD Revenue Growth

Traditional PR Premise You build reputation by third party endorsement An article in the media has more perceived value than content that comes directly from the company

Company Wire services Press Release Target Audience News Engines Company Website Online News Using Wire Services

Company Media website that is already a trusted news source Target Audience News Engines Online Media relations using trusted media sites that are already used by your audience

Getting visible in Yahoo News Do keyword research to find which words you should be found on See which websites routinely get indexed for this keyword or phrase in Yahoo News Is this a site your audience would find credible?

Site Traffic

On Hot News Keywords Media Websites Get Better Ranking than Press Releases

Target Social Media Sites Del.icio.us Newsvine Reddit Digg Moreover

Use the New Media Release Format For Journalists

Syndicate Your News Content

Case Study Keywords: dry skin, dry skin care Using news search to create a new search term: shielding lotion

We found websites that get picked up in Yahoo! News for these keywords SENIOR JOURNAL.COM Senior Journal

News Search and RSS Created an RSS feed of articles about shielding lotion Informed journalists/editors at the selected online magazines know about the feed

PRESSfeed on your news articles

Google Blogsearch

Picked up 1785 times in other blogs and feeds

Showing up in forums

Keyword Searches For Shielding Lotion Jan Feb12 March25 April32 May50 June71 July114

Search Rankings KeywordMSNYahooGoogle Shielding Lotion326 Dry skin Dry skin care51215 Dry skin care treatment313

Google Web Search for Shielding Lotion

Traffic Increases Press releases is the number one driver of traffic RSS Feed of articles next highest traffic source Many new referrers – means new audiences Unique visitors to the site up by 600%

Useful URLs

Contact Details Sally Falkow cell