December 3, 2009Alan K’necht
President/Founder K’nechtology Inc.
Email: [email protected] Twitter: @aknecht
Search Engine Optimization& PR
About K’nechtology
PR TodayPR = Public RelationsPR does not simply mean Press ReleasesPR is now part of Social MediaBoth good public relations and press
releases will help you rank better in the search engines and get found
Now a bit of history first
The Original PR Search Engine
What is SEO?An art / structured methodologyA series of best practicesThe optimization of a web site for search
enginesAn on-going long-term strategyA method for improving ranking in Search
EnginesA 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
SEO in the old days1998: Target search engine Altavista
simply fill in keyword meta tag2000: 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 sitesWrite SEO contentGet good quality links
2009: Target Google, Bing, Yahoo, YouTube, Twitter etc.Need to be everywhereNeed to establish authority on subject matter
2008 Google Releases Blended Search
2008 Google Releases Blended Search
2008 Google Releases Blended Search
Goals todayGet as many links to your site as possibleGet as many other web sites as possible
talking about youThis means:
Lots of text based links on company name, product names, product descriptions, etc.
Keyword Research
The One Constant
What 3 Things do SE still like?WordsWordsWords
Words in all the usual site places plusWords in links from social mediaWords/Links in Press ReleasesWords around links from other sitesWords in videoAnd more
Keys to Good Keyword ResearchStart with what you existing clients call your
product or serviceUse 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
Demo Time: Google InsightsHeadline 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”
SECTION 2
Optimizing Social Media
The Press Releases
SEO Optimized Press Releases
Old days:Press release were sent to news roomsReporters would occasionally rummage through looking for
storiesRecent times
E-mailed to reporters who subscribedPosted on PR firms site in news section (somewhat
searchable)Expected reporters to look here for stories
NowPress releases indexed by Google, Yahoo, Bing etc. (when
done right)Reporters use SE’s to find info, subject matter experts, etc.
How to Optimize a Press Release
Reference keyword researchHead line must contain the appropriate keyword
phraseSummary must also contain keyword phraseAvoid relying heavily on corporate jargonOnly use industry jargon when appropriateBody of the press release must be written in an SEO
effective wayEnsure one deep link to web site (on keyword if
possible)Verify PR company distributes the press releases to the
SE’s
Demo Time: Press Releases
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 ballMake sure all corporate announcements also
go out via TwitterDo link to the story on your web site or the
press release?
Write Optimize posts/tweetsUsing keywords very important in blog posts and
not as critical in tweetsFor twitter monitor # tags for relevant termsBe prepared to respondTwitter requires quick response time: nearly
instantaneouslyMonitor blogs for comments and respond in a
timely mannerExample: WebTrends monitors Twitter for
problems, etc.Replies (usually within 15-30 min) with a link to the
solution; or who to contact
Thank You – Questions?Alan K’necht
K’nechtology Inc.www.knechtology.com
Follow me @aknechtLook for my first book sometime in
2010 entitled “The Last Original Idea”