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Leveraging SEO and PR for Enhanced Online Visibility and Reputation

In the age of digital communication, Public Relations (PR) has evolved to integrate closely with Search Engine Optimization (SEO). This approach not only includes traditional press releases but also spans the vast terrain of social media, increasing your chances of being discovered online. By employing strategic keyword research, creating SEO-friendly content, and optimizing press releases for search engines like Google and Twitter, organizations can improve their visibility and establish authority. Understanding the blend of PR and SEO is crucial for successfully navigating today's online landscape.

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Leveraging SEO and PR for Enhanced Online Visibility and Reputation

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  1. Search Engine Optimization& PR December 3, 2009 Alan K’necht President/Founder K’nechtology Inc. Email: alan@knechtology.com Twitter: @aknecht

  2. About K’nechtology

  3. PR Today • PR = Public Relations • PR does not simply mean Press Releases • PR is now part of Social Media • Both good public relations and press releases will help you rank better in the search engines and get found • Now a bit of history first

  4. The Original PR Search Engine

  5. What is SEO? • An art / structured methodology • A series of best practices • The optimization of a web site for search engines • An on-going long-term strategy • A method for improving ranking in Search Engines • A 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

  6. SEO in the old days • 1998: Target search engine Altavista • simply fill in keyword meta tag • 2000: 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 sites • Write SEO content • Get good quality links • 2009: Target Google, Bing, Yahoo, YouTube, Twitter etc. • Need to be everywhere • Need to establish authority on subject matter

  7. 2008 Google Releases Blended Search

  8. 2008 Google Releases Blended Search

  9. 2008 Google Releases Blended Search

  10. Goals today • Get as many links to your site as possible • Get as many other web sites as possible talking about you • This means: • Lots of text based links on company name, product names, product descriptions, etc.

  11. Keyword Research The One Constant

  12. What 3 Things do SE still like? • Words • Words • Words • Words in all the usual site places plus • Words in links from social media • Words/Links in Press Releases • Words around links from other sites • Words in video • And more

  13. Keys to Good Keyword Research • Start with what you existing clients call your product or service • Use 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

  14. Demo Time: Google Insights Headline 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”

  15. SECTION 2 Optimizing Social Media

  16. The Press Releases

  17. SEO Optimized Press Releases • Old days: • Press release were sent to news rooms • Reporters would occasionally rummage through looking for stories • Recent times • E-mailed to reporters who subscribed • Posted on PR firms site in news section (somewhat searchable) • Expected reporters to look here for stories • Now • Press releases indexed by Google, Yahoo, Bing etc. (when done right) • Reporters use SE’s to find info, subject matter experts, etc.

  18. How to Optimize a Press Release • Reference keyword research • Head line must contain the appropriate keyword phrase • Summary must also contain keyword phrase • Avoid relying heavily on corporate jargon • Only use industry jargon when appropriate • Body of the press release must be written in an SEO effective way • Ensure one deep link to web site (on keyword if possible) • Verify PR company distributes the press releases to the SE’s

  19. Demo Time: Press Releases

  20. 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 ball • Make sure all corporate announcements also go out via Twitter • Do link to the story on your web site or the press release?

  21. Write Optimize posts/tweets • Using keywords very important in blog posts and not as critical in tweets • For twitter monitor # tags for relevant terms • Be prepared to respond • Twitter requires quick response time: nearly instantaneously • Monitor blogs for comments and respond in a timely manner • Example: WebTrends monitors Twitter for problems, etc. • Replies (usually within 15-30 min) with a link to the solution; or who to contact

  22. Thank You – Questions? Alan K’nechtK’nechtology Inc. www.knechtology.com Follow me @aknecht Look for my first book sometime in 2010 entitled “The Last Original Idea”

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