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Page 1: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

Apr  21,  2015  

Presented  By:  Simon  Hesel9ne  Senior  Director    Twi>er:  @simonhesel9ne  AIM:  SimonHesel9ne    

PR  News  Washington  D.C.  SEO  101  

Page 2: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR

@SimonHeseltine

Who  am  I?    

Page 3: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR SEO    

@SimonHeseltine

Page 4: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR SEO  is  dead?  

@SimonHeseltine @SimonHeseltine

Page 5: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR What  does  Google  Think?  

@SimonHeseltine

Page 6: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR What  is  SEO?  

VooDoo  Magic  A One Off Feature @SimonHeseltine

Page 7: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR What  is  SEO?  

•  SEO Promotes Audience and Keyword Research •  SEO Is About Making Pages Useful for Users •  SEO Is a Content Organizer •  SEO Is an Idea-Generator •  SEO Creates Opportunities for Content •  SEO Gets Great Content Found

http://searchenginewatch.com/sew/how-to/2386196/how-seo-actually-improves-content-quality# @SimonHeseltine

Page 8: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Is  SEO  important  for  PR?  

http://venturebeat.com/2015/03/12/google-now-elevates-company-press-releases-in-news-search-results/ @SimonHeseltine

Page 9: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  

@SimonHeseltine

Page 10: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

http://www.wordle.net/

@SimonHeseltine

Page 11: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

Image: http://searchenginewatch.com/article/2064482/How-to-Chase-the-Long-Tail

Head: Washington DC Medium: Washington DC Affordable housing Long Tail: Mayoral report on Washington DC Affordable housing April 2015

@SimonHeseltine

Page 12: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

@SimonHeseltine

Search Marketing? Internet Marketing ? Online Marketing? Digital Marketing? Search Engine Marketing? Organic Marketing? SEO Marketing?

Page 13: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

Page 14: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

Page 15: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Keyword  Research  

Google keywords Planner -https://adwords.google.com/ko/KeywordPlanner/Home WordTracker – http://freekeywords.wordtracker.com Keyword Discovery – http://www.keyworddiscovery.com/search.html Wordstream - http://www.wordstream.com/keywords Google Trends - http://www.google.com/trends

@SimonHeseltine

Page 16: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

@SimonHeseltine

Page 17: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

Pre-2013 2013 onwards

@SimonHeseltine

Page 18: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

@SimonHeseltine

Page 19: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

@SimonHeseltine

Page 20: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Major  Takeaway  From  This  Session  

Use named Entities •  People •  Events •  Places

•  People •  Events •  People

@SimonHeseltine

Page 21: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

     

Duplicate Titles

@SimonHeseltine

Page 22: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

Pre 2007 • 65 characters

2007-2014 • 70 characters

2014 • ~55 characters

@SimonHeseltine

Page 23: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

http://moz.com/blog/new-title-tag-guidelines-preview-tool

@SimonHeseltine

Page 24: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

*Sigh* Google

@SimonHeseltine

Page 25: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Title  Tags  

For the Dev Team

•  The CMS needs to have a Title overwrite field

@SimonHeseltine

Page 26: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 27: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 28: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 29: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 30: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

Don’t add quotes or special characters to a meta description unless your CMS can handle them

@SimonHeseltine

Page 31: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 32: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

120-160 characters Call to action Sentence structure

@SimonHeseltine

Page 33: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

@SimonHeseltine

Page 34: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

Autopopulating the description field doesn’t always work

@SimonHeseltine

Page 35: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Descrip9on  Tags  

For the Dev Team

•  The CMS needs to have a Description overwrite field

@SimonHeseltine

Page 36: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Linking  

 •  Use  keywords  to  link  to  other  areas  in  the  site  /  past  ar9cles  •  Never  link  with  “Click  Here”  to  your  own  site  

 

@SimonHeseltine

Page 37: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Linking  

 •  Don’t  overdo  the  links,  3-­‐10  per  ar9cle  (depending  on  length)  is  

fine  

 

@SimonHeseltine

Page 38: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Linking  

 •  Don’t  overdo  the  links,  3-­‐10  per  ar9cle  (depending  on  length)  is  

fine  

 

@SimonHeseltine

Page 39: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Focus  –  Don’t  post  everything  

@SimonHeseltine

Page 40: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Focus  –  Don’t  post  unrelated  content  

@SimonHeseltine

Page 41: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Focus  –  Grammar  counts  

@SimonHeseltine

Page 42: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR The  basics  –  Exercise  

Release 1 Release 2 Release 3

@SimonHeseltine

Page 43: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Google  Penal9es  

@SimonHeseltine

Page 44: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Google  Penal9es  

@SimonHeseltine

Page 45: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Google  Penal9es  

@SimonHeseltine

Page 46: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Google  Guidelines  

@SimonHeseltine

https://support.google.com/webmasters/answer/35769?hl=en

Page 47: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR

@SimonHeseltine

Editorial  Checklist  

1.  Choose target keywords 2.  Use keyword in title tag 3.  Use keyword in description tag 4.  Use keyword in content 5.  Create internal links 6.  Promote in social networks

Page 48: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR SEO  

@SimonHeseltine

http://www.dilbert.com/strips/comic/2013-02-04/

Page 49: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Bonus  sec9on  -­‐  Social  

@SimonHeseltine

Aron Pilhofer, The Guardian’s executive editor for digital, Feb 3, 2015

Page 50: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Bonus  sec9on  -­‐  Social  

@SimonHeseltine

FIND  OUT  

DID  NEXT  

YOU  WON’T  BELIEVE  

SHOCKING  HAPPENS  NEXT  

CLOSER  LOOK  

HAD  NO  IDEA  

LOOK  CLOSER  

NEVER  BE  THE  SAME  

DIDN’T  EXPECT  

Page 51: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

#PowerOfPR Bonus  sec9on  -­‐  Social  

@SimonHeseltine

Page 52: PRNews WashingtonD.C.€¦ · Apr21,2015 PresentedBy: SimonHeselne SeniorDirector Twier:@ simonheselne $ AIM:SimonHeselne$ $ PRNews WashingtonD.C. SEO101

April  21,  2015  

Presented  By:  Simon  Hesel9ne  Senior  Director    Twi>er:  @simonhesel9ne  AIM:  SimonHesel9ne    

PR  News    Washington  D.C.    SEO  101