WHY SEO IS A VITAL PR AND

MEDIA RELATIONS COMPONENT

#PRSEOSecrets

PresentersLisa Buyer

CEO of The Buyer GroupAuthor of Social PR Secrets

Moderator #SocialPRChat

Sally Falkow APR

President of PRESSfeedAuthor of SMART News:

how to write branded content

that gets found in search and shared on social media

Top 50 Social Media Influencer

MEDIA TRENDS 2015 REPORT

1. Shrinking Newsrooms

2. Search engines the most trusted source for

news and information

3. The demand for visual content

4. The media wants to see all your content in

one place – a digital content hub

5. Using analytics to produce content that

gets the best results

DOWNLOAD: http://www.press-feed.com/2015-media-trends

SEARCH VISIBILITY

PR can be the most valuable

secret weapon in SEO

SEO is the most under utilized

skill and strategy by PR industry

Search Engine Optimization

It’s almost ten years (2006) since the idea of optimizing

news content for search was first mentioned. In that

time SEO agencies and Internet marketing gurus have

fully embraced this idea, but unfortunately the PR

community has been slow to adopt it.

.

Perhaps this will finally convince PR pros that SEO is an

integral part of creating content and story telling.

If no-one finds and reads or watches the story you

create for your brand or client, it serves no purpose.

Quick PollWhat is the biggest challenge you face with

SEO for PR?

Please write your answer in the chat box.

Search Jumps in Trust

The 2015 Edelman Trust Barometer reported that search is the

most trusted source for news and information.

Optimize the NewsroomThe newsroom as a whole should be

optimized for search and should show up

in a search for your company or brand

name.

#1 SEO Tip

Google dictates the

SEO rules.

The most important

element is good

quality content

Content is the common

denominator between

SEO and PR

https://www.proactivereport.com/wp-content/uploads/2015/04/Google-checklist-1.pdf

Newsroom Tips• In your social media profile

bios link to your newsroom

instead of he website

home page

• Use keywords in your bios

and appropriate hashtags

• Make sure your news is

shareable with easy to find

and use share buttons -

this will help drive quality

traffic to your news

Newsroom SEO Tips

Meta tags

<title>Newsroom |

Brand/Company Name</title>

<meta name="description"

content=“Latest News from

Brand/Company, Location">

On Page Optimization

Brand/Company Newsroom as a

header

Use the brand/company name in

various place on the page

Media Searches

Think about what the media might be

searching.

[Brand/Company Name] press releases

[Subject/topic] experts

NEWSROOM SCORES

NEWSROOM ON PAGE ONE IN SEARCH

Text Content

• Press releases

• Blog posts

• Articles

• Tweets

• Facebook updates

• LinkedIn posts

WRITTEN CONTENT OPTIMIZED FOR SEARCH

SEO Tips for Text• Length of headline: H1 tag 58 characters

• Subheading: H2 tag 120 characters

• Subheads in the text: H3 tag

• Bold subheads

• Keywords:

In title and subhead close to the beginning

First paragraph and last paragraph

• Write so the text reads easily and naturally

• Rich, quality content about a subject

• Use synonyms – not repeated keywords

Headlines

This demand for visual

content has also become

top of mind for media

outlets. They now that

good, original visuals that

extend and enhance the

story attract viewers, keep

them more engaged and

on the site longer.

This translates into revenue

for the media because

they can sell advertising

based on those metrics.

NEWSROOM FEATURES

• Image Gallery:• Original images

• Both hi- and lo-res version

• Infographics

• Charts

• Video Gallery• Interesting short videos with

news value (Remember the VNR?)

• “Explainer” animated videos

• Embed codes

• News “capsules” with

complete visual assets

NEWSROOM SCORES

IMAGE GALLERY

0

10

20

30

40

50

60

70

80

FORTUNE100

FORTUNE500

INC 500

ORIGINAL HIGH QUALITY IMAGES

0

5

10

15

20

25

30

FORTUNE100

FORTUNE500

INC 500

VISUAL CONTENT OPTIMIZED FOR SEARCH

Image Optimization Tips

Create image file

names for press

releases, newsroom

& blog posts with

keywords versus

random numbers

• yes

• LisaBuyerSEOWebin

ar.jpg

• no

• 0006667779.jpg

VIDEO GALLERY

EMBED CODES WITH VIDEOS

Video Optimization Tips1. Use keywords when naming the video file

2. Title of the video – descriptive and

keywords

3. Interesting thumbnails – attracts views

4. Description – keywords and a link

5. Engaging and interesting. YouTube counts

views (10 seconds) and retention

6. Tags – main keywords first, then long-tail

keywords

Lisa’s Favorite SEO Tools

• When you're ready to write public relations content, these free tools and resources can help you with the process.

• http://www.seotools.com/ksp-tool/: Provides you with information on search activity (how popular search terms are) and demographics of people doing the query.

• http://ubersuggest.org/: Gives suggestions of keywords you may want to add to your keyword list or article content.

• http://www.google.com/trends/: Shows you topics trending on Google. This information can help you as you brainstorm topics to write about.

• http://scribecontent.com/

Sally’s Favorite Tools• Moz.com

• Rand Fishkin’s Whiteboard Friday

• http://moz.com/blog/category/whiteboard-friday

http://proactivereport.com

SMART News

http://www.amazon.com/Smart-News-branded-content-

Marketing-ebook/dp/B00EB9Q29O

Contact

For a 30-minute free consultation on your newsroom and

your news content request a demo

http://www.press-feed.com/services/demo.php

Questions and comments?

sally@press-feed.com

@sallyfalkow on Twitter