December 3, 2009Alan K’necht

President/Founder K’nechtology Inc.

Email: alan@knechtology.com Twitter: @aknecht

Search Engine Optimization& PR

About K’nechtology

PR TodayPR = Public RelationsPR does not simply mean Press ReleasesPR is now part of Social MediaBoth good public relations and press

releases will help you rank better in the search engines and get found

Now a bit of history first

The Original PR Search Engine

What is SEO?An art / structured methodologyA series of best practicesThe optimization of a web site for search

enginesAn on-going long-term strategyA method for improving ranking in Search

EnginesA way to have the search engines recognize a

site as important for a specific phrase or phrases

One way to attract visitors to a web site

SEO in the old days1998: Target search engine Altavista

simply fill in keyword meta tag2000: Target search engines Altavista & Google

Complete good title tags, description meta tags, get some links

2007: Target search engine Google (~90% of all searches in Canada ~60% of US searches)Create SEO friendly pages/templates/web sitesWrite SEO contentGet good quality links

2009: Target Google, Bing, Yahoo, YouTube, Twitter etc.Need to be everywhereNeed to establish authority on subject matter

2008 Google Releases Blended Search

2008 Google Releases Blended Search

2008 Google Releases Blended Search

Goals todayGet as many links to your site as possibleGet as many other web sites as possible

talking about youThis means:

Lots of text based links on company name, product names, product descriptions, etc.

Keyword Research

The One Constant

What 3 Things do SE still like?WordsWordsWords

Words in all the usual site places plusWords in links from social mediaWords/Links in Press ReleasesWords around links from other sitesWords in videoAnd more

Keys to Good Keyword ResearchStart with what you existing clients call your

product or serviceUse a variety of tools to explore variations

Wordtracker (Paid)Trellian Keyword Discovery Service (Paid)Google's Keyword Tool (Free)Google Insights for Search (Free)

Find terms that have good search volume & little competition

Demo Time: Google InsightsHeadline from press release for this event says“IABC/Toronto - MEDIA ADVISORY - Get Searched and Found”

Summary says“Upcoming IABC/Toronto Seminar Reveals Tips and Strategies for Increasing Your Online Visibility”

SECTION 2

Optimizing Social Media

The Press Releases

SEO Optimized Press Releases

Old days:Press release were sent to news roomsReporters would occasionally rummage through looking for

storiesRecent times

E-mailed to reporters who subscribedPosted on PR firms site in news section (somewhat

searchable)Expected reporters to look here for stories

NowPress releases indexed by Google, Yahoo, Bing etc. (when

done right)Reporters use SE’s to find info, subject matter experts, etc.

How to Optimize a Press Release

Reference keyword researchHead line must contain the appropriate keyword

phraseSummary must also contain keyword phraseAvoid relying heavily on corporate jargonOnly use industry jargon when appropriateBody of the press release must be written in an SEO

effective wayEnsure one deep link to web site (on keyword if

possible)Verify PR company distributes the press releases to the

SE’s

Demo Time: Press Releases

Twitter For Press Releases?Can you write a press release in 140

characters?Are reports that cover your industry following

you?Are you following reporters from you

industry?If not, get on the ballMake sure all corporate announcements also

go out via TwitterDo link to the story on your web site or the

press release?

Write Optimize posts/tweetsUsing keywords very important in blog posts and

not as critical in tweetsFor twitter monitor # tags for relevant termsBe prepared to respondTwitter requires quick response time: nearly

instantaneouslyMonitor blogs for comments and respond in a

timely mannerExample: WebTrends monitors Twitter for

problems, etc.Replies (usually within 15-30 min) with a link to the

solution; or who to contact

Thank You – Questions?Alan K’necht

K’nechtology Inc.www.knechtology.com

Follow me @aknechtLook for my first book sometime in

2010 entitled “The Last Original Idea”