seo, pr and our ever changing world
DESCRIPTION
A presentation on the integration of SEO & PR and the future of communication.TRANSCRIPT
SEO, PR and our
ever-changing world
Trevin@tjshirey
InternetOur World Without
Infrastructure
No infrastructure=
No overhead
No infrastructure=
opportunity
You have more reach with a single tweet in 2014 than the world’s greatest newspapers had 30 years ago.
170 followers
• zuckerberg
• Chad hurley
• Girl on youtube
5.4 million YouTube subscribers2.5 million Instagram followers
$480,000 per year
If a high school girl is making millionsposting videos about shopping trips…
How can you use the Internet to power
growth?
101 Easy Ways To
-------Start Your Own-------
YouTube Makeup Channel
101 Easy Ways To Start A YouTube Makeup Channel
SEO(Search Engine Optimization)
Why Search Matters
What I Do
Make it easier for people to find out about my clients using search.
What My Friends Think I Do
What My Parents Think I Do
What I Think I Do
What I Do
Make it easier for people to find out about my clients using search.
• Harrisburg Example
Why Search?
5,922,000,000searches per day
China India United States Indonesia Brazil Pakistan Nigeria Bangladesh Russia Japan Mexico Philippines Vietnam Ethiopia Egypt Germany Iran Turkey Democratic Republic of the Congo Thailand France United Kingdom Mali Dominican Republic Bulgaria
Italy Burma South Africa South Korea Colombia Spain Ukraine Tanzania Kenya Argentina Algeria Poland Sudan Uganda Canada Iraq Morocco Peru Uzbekistan Malaysia Saudi Arabia Venezuela Nepal Afghanistan Tajikistan
Yemen North Korea Ghana Mozambique Australia Taiwan Ivory Coast Syria Madagascar Angola Cameroon Sri Lanka Romania Burkina Faso Kazakhstan Niger Netherlands Chile Malawi Ecuador Guatemala Austria United Arab Emirates Israel Switzerland
Cambodia Zambia Senegal Zimbabwe Chad South Sudan Belgium Cuba Tunisia Guinea Greece Rwanda Czech Republic Somalia Portugal Haiti Benin Burundi Bolivia Hungary Sweden Azerbaijan Belarus Honduras Hong Kong
500,000,000queries/day have never been searched before
39x
• We used to find information like this
People used to find information like this…
….and this.
Now we are using search…
…for everything.
SEO = Increasing Visibility
• Google search result example here
SEO changes made to site
SEO changes made to site
SEO IN ACTION
Ranking #1 for “boston lobster fishing”
This keyword drives 5,000 visitors per year. 7% of those sign up to receive lobster.
Each sign up has a lifetime value of $20,000
Search = business
350 new customers through search
Total value: $7,000,000
Search = money
What I Think I Do
RevenueImpressionsPhone CallsDownloadsPurchasesLeads
Visibility Finding the sweet spot where SEO & PR meet
Building relationships online, connecting with influencers, growing brand, earning media placements
Online PR
Search-friendly architecture, keyword-driven content, optimized meta tags
SEO
You can do an “OK” job with one or the other, but you can’t excel online without doing both.
SEOs need PR to:
Make our traffic matterGrow our online brandsEarn mentions and placements online
PRs need SEO to:
Quantify and measure online effortsIncrease online visibility through searchImprove reputation management
There were over 14 billion core searches in December vs. 285 million who watch TV in a given month.
72% of PR agencies now offer SEO
Public Relations Consultants Association
Web content creation is biggest client demand reported by PR agencies
PR Goal SEO Goal
Increase visibilityGain exposure
Action Real, actionable ways to improve PR through SEO
Optimize your online press releases*
Optimize your online press releases*
Bad:
PNC launches “Save A Life” campaign
Good:
PNC announces breast cancer awareness campaign in Mechanicsburg
Use descriptive page titles
Use descriptive page titles
Bad:
Find Perfect Home with Trevin’s Real Estate
Good:
Harrisburg PA Home Buying TipsFrom Trevin’s Real Estate
Aim for placements on high-traffic sites
Aim for placements on high-traffic sites
Free scorecard: OpenSiteExplorer.org
Measure your campaigns in visits, conversions, leads and revenue, not impressions
Measure your campaigns in visits, conversions, leads and revenue, not impressions
Create new content to protect reputations
Make your content easy to share
Use keyword data to generate content ideas
Use SEO to go after geo-targeted keywords via
Google’s Keyword Planner
Use SEO to go after geo-targeted keywords
Google’s Keyword Planner
Use SEO to go after geo-targeted keywords
Google Adwords Keyword Planner
Use SEO to go after geo-targeted keywords
Tell people what to do
Turn big press mentions into new leads
Use your site to drive new business
Start using Google+
Gain long-term exposure to campaigns through search – for free!
Residual web traffic – free exposure
45% visits 55% visits
Make inbound marketing part of every campaign
Quick PSA
Marketing is hard
YOU
YOU(on a good day)
End PSA
SEARCH MARKETING
SEARCH MARKETING
LOW COST
SEARCH MARKETING
LOW COST SCALABLE
SEARCH MARKETING
LOW COST SCALABLE TARGETED
THE INTERNET
We are the Internet
Search is how we navigate our world
Search is how we navigate our world
Questions?Slides available at TrevinShirey.com/PR