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RSS and SEO for Legal Marketing

Date post:01-Sep-2014
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RSS, content syndication and SEO for legal marketing
Transcript:
    • Webinar:
    • The Most Cost Effective Legal Marketing Strategy For 2009
    • Presenter: Sally Falkow
  • Who We Are:
    • PRESS feed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes.
    • Expansion Plus is a full service social media & digital PR agency located in Pasadena, California.
  • RSS Feeds
    • Get only the content you want
    • Deliver specific content to niche audiences
    • TiVO for the Web
  • RSS The life blood of social media
  • Social Media Feeds
    • Flickr
    • Facebook updates
    • Facebook Applications
    • Friendfeed
    • Twitter
    • MySpace
    • Blogs
  • Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  • Before & After RSS
  • Use it to Listen
  • Use it To Deliver Content
    • News
    • Updates
    • Articles
    • Images
    • Podcasts
    • Video
  • How Customers Will Find You
  • Organic Rankings
    • If you think you're covered because you have a paid ad (PPC listing) in a search engine for a search term that's important to your business, think again.
    • Organic results (free listings) are far more important and can get more viewership and clicks.
    • - Marketing Sherpa
  • Google Search Results Page
  • Google Rankings
    • Even the Google engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links).
  • Content, Content, Content
    • Web sites, blogs, content in RSS feeds, and online press releases are all content
    • No gatekeepers
  • Getting Started
      • Conduct key word research
      • Write a strategy
      • Optimize your web pages following the key words and the strategy.
      • Undertake link building by publishing content in a RSS feed
  • Key Part Of Search
    • An important part of a search engines algorithm is link popularity, i.e. the number and relevance of back links
    • You need to create content with key words .
    • This is called optimizing
    • E.g. Optimized web pages, optimized press releases, articles, etc
    Key Words Are King
  • Whats A Link?
    • Short for hyperlink
    • These take a visitor to a site or a page upon clicking
    • Identified by a different color and/or underlined
    For further information visit us at: www.press-feed.com
  • Anchor Text
    • The text or copy in a web page that works as a link
    • The underlined part of a link that the user sees
    When selecting an estate attorney you should take into account their experience.
  • Back Links
    • The number of links from another site pointing to your website
    • Also referred to as inbound links
  • Not All Links Are Equal
    • It is a quality back link if the link from the source site (i.e. where the links is coming from)
      • has a similar relevance (theme) to yours
      • It links to your website with the keyword that you are optimizing around
  • Link Farming = Spam
    • Exchanging reciprocal links with other sites to influence search rankings
    • Google considers link farming as a form of spam and may penalize or banish sites that participate in link farming
  • Successful SEO
    • The site itself must be optimized with key words usually need new content or rewrite existing content.
    • Design, programming, tags, etc per the strategy and key words
    • Link building with new editorial content (press releases, articles) which Google places heavy emphasis on.
  • Think Like A Publisher
    • Allow access to your content any time of the day using RSS feeds.
  • Secret To Search Success: Link building using editorial content in a RSS feed
  • RSS Is A Great SEO Tool
    • Increases the rate of change
    • Adds more optimized content to your site
    • Reaches new and niche markets
    • Drives more qualified traffic to your site
    • Provides more inbound links
  • Educational Content
    • Make it interesting
    • Offer valuable content
    • Think like a journalist
    • Keep your article to under 400 words
  • Make Links Informative
    • Dont use click here. Rather than click here for more information , use descriptive key words:
      • E.g. Estate attorney Los Angeles
      • E.g. Tax attorney Pasadena
  • How To Link
    • Add a link to the website page you want to send the traffic to at the end of the first paragraph and again at the end
    Links In Content Select Web Pages
  • News Aggregators
    • The blog and feed search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content
  • Create Content
  • Syndicate Your Content
  • PRESSfeed System
    • Tool To Create RSS Feeds for Web Content Syndication (linking strategy)
    • Easily adds optimized content to your site
    • Syndicates the content
    • Automatically pings major news aggregators
    • Has easy subscribe features
    • Social bookmarking links built in
  • PRESSfeed System
    • Simple to use
    • Easy installation minimal IT involvement
    • Once set up, IT dept not involved at all
    • Marketing/PR personnel can upload new content to the feed in minutes
    • Built in keyword tags
  • Action Items
    • Set up your RSS feed
    • Write a content strategy based on researched key words
    • Publish and syndicate new content
    • Use the content in the RSS feeds to link back to strategically determined web pages
    • Monitor the stats
  • Additional Reading
    • EBooks:
    • Web Sense by Sally Falkow . Effective Internet marketing strategies for entrepreneurs.
    • The Power of Goo
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