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Monday, July 7th, 2008 at 1:16 pm

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Vocus Online Conference "Retweet: Media engagment Business" Summary Part 4 - Lee Odden

Public Relations management software Vocus providers held a great seminar on Wednesday, July 28, 2010, including the negotiations of the five influential speakers PR, marketing and social the media world: Deidre Breakenridge, David Meerman Scott, Beth Harte, Oddin Lee and Brian Solis.

We thoroughly enjoyed all day marketing knowledge and 2.0 and we think for those of you not a chance to see the speakers and participate in the live chat, we would like to summarize the presentation each speaker (and his speech scheduled later) and try to answer any questions unanswered in the chat room. Every weekday this week, we will publish a summary, monitoring of next week with questions from chat. Enjoy!

Lee Odden - TopRankMarketing.com

Odden Leeward presentation "Top 10 SEO tips for public relations," explained the basics of integrating search engine optimization side of the public relations and marketing companies to maximize the potential of SEO.

Description:

The purpose of SEO is to make that the content of your site easy to find by search engines, and in turn increase your ranking in search results. With PR, SEO can do the same for the optimization its news content easily found by journalists and the media.

"I have received over 25,000 fields of history e-mail in the last two years. Products. Solutions. Technological innovations, etc. How many stories as a result? None. I go to the web and seek information on the subject I want to do a story. "

David Meerman Scott

Releases are not the result of exposure to media. The researchers find their own stories, depending on what is a trend, what's new, what is attractive. A journalist or researcher to find way a new history in the first place, leading to a search engine. Here we explore the results, determine the facts, information and ideas to expand. They will choose their content based on the confidence of sources, if they have a good SEO ranking, if an authority on what they are talking about. This leads to a relation of means of communication between the researcher and the source, the journalists with their favorite characters, places reliance on the information again and again. Obviously, you want your site to be in that position - giving you the media coverage of instant communication without having to pitch, convince or fight for it.

Balance the push and pull

Odden used a push / pull explanation to show the difference between traditional PR and marketing for improved SEO.

PUSH covers PR and extension approach, for example, cable services, networks, etc. pitching effectively drive sales.

In contrast, Attraction is what it does when content is SEO optimized, for example, the distribution of press releases, a newsroom or section in its website, social media networks and coverage of the media.

Applying SEO to your site public relations are elements that contribute their site rank higher, and let your important information and news that are shared and distributed.

The Basics

The basics of search engine optimization are easy to take into account and put in place, making SEO PR and mutual benefit. For example, you can:

Reach journalists and researchers with the content they are looking for.
Expand the scope of public relations and communications.
Stays means of unsolicited communication.
Bypass channels of communication and providing information directly to consumers.
Protect its brand and reputation online.

Why SEO is important

By optimizing the content of your website or blog, you will help your current positioning, addition of channels in the content can be shared, linked and distributed. A higher ranking in SERPs (Search Engine Result Pages) lends credibility and trust your brand and site - in essence, stating that you are number 1 expert in your field.

Have a beautiful and informative site is not enough - if not optimized, Google (or other search engines) are not going to find and are not included in the relevant search terms that relate to their products or services.

Odden gave the example of an Adidas site - full of striking images of strong men and sportsware sneakers ... not real text page - which means that the site did not rank in the top 10 pages "Men's Running Shoes." On the contrary, showed a site of Patagonia image similarly heavy, but it also contains the navigation content - to provide the search engine crawlers with a lot of informational texts to help classify the right place. Therefore, the Patagonia site emerged as the number one result for "street clothes".

Top 10 tips:

# 1-Make your site search! Search engines need to crawl your site to gather information need for classification accordingly. Certain files can block robots used to do this which is reflected in their pages are missing. Remove barriers and make your site easy to navigate. Things to check are the privacy settings in place to keep bots away, while a site is under construction or to ensure that not only duplicate text, such as title tags, and be sure to register and validate your site with Webmaster Central to know their site exists! Search engines thrive on unique content, fresh, and need to know what your page is about what is easy for them and optimize.

# 2 - Optimization of the content. Getting the most out of any and all content that you post by inserting keywords and links, including blogs, press releases, news, PDF files, documents, links and anchor text, interviews, newsletters, including comments. And do not forget to "digital assets", such as images, video, podcasts and interactions of social media. If published, should be optimized and promoted. Content distribution promotes bonding, which also increases the SEO.

# 3 - Know when PPC is a better option than SEO. SEO is a long-term process, rooted in the content and composition of its website, the creation of the presence and links over time. PPC Campaigns are run on demand as an immediate alternative to natural listings. There are times when PPC is a way of commercialization, such as promoting a change of business or new product, or to fight negativity with a reaction in real time so that SEO could not do so quickly.

# 4 - Keyword Research. SEO usually begins with research of keywords to optimize for better promotion of their products, services or website. That words and phrases people are really looking for when you are searching for specific products? You can not just rely on what keywords they already tend to use, or those who decide are the most important - You must make their research in this area and obtain information from their competitors, search engines and keyword tools. Brainstorming, the import of their keywords research tool, to assess variations, permutations, popularity, relevance, competitors, and trends. Do a search and see what media types appear on the first page - if there is a lot of videos that match your main keywords, it could mean that your customers are looking for answers to your video, and here is where you add content. If a specific keyword is highly competitive, always consider search terms rather than the tail.

# 5 - Maximize your SEO page. Use keywords in title tags, page titles, navigation links, body text, keyword links, the image alternate text, URLs, meta tags and so on. Organize your pages in a logical way for robots can easily find content. Add regulate and manage content into categories or themes according to topic. Monitor metrics page and adjust if you are not getting the results you want.

# 6 - Optimizing press releases. Add keywords researched in the press Press and optimize your content, add a call to action, links to relevant landing pages, add the media after his newsroom tone to the media and distributed across social media to get the most out of a press release alone. Press Releases can be used as a powerful SEO tool to get links and increase your score.

# 7-Optimizing your newsroom. Using software such as WordPress makes it easy to apply SEO to your newsroom or blog by adding labels to organize messages into categories, inclusion of keywords and links, which allows you to subscribe RSS or email and site search, links with social media networks and publishing a variety of fresh and unique content, including multimedia.

# 8 - Establish links and "electrify" the contents of the search. Links Incoming search increase your credibility and help you rank higher. Winning links to great content, promote your site and social content, business links with partners, internal links to other posts or landing pages, embedded links in press releases, key words using text links instead of "click here. "Note that the natural resources ties are much more powerful than a simple purchase. Network grow its brand through subscribers email and gaining followers and fans on social networks.

# 9 - Use href = "http://www.ikroh.com/social-media-marketing.php" title = "social media marketing "> social media. Optimize social media content for search - three of the top ten search engines are and social and is looking for an area that will likely become an integral part of natural search. Social media can influence SEO and vice versa: the optimization which are link building, networking and increasing traffic, including expanding its presence in social media. In turn, the media media, exposure increases, the number of sites sharing your content and build natural links, helping with SEO.

# 10 - PR Measurement SEO. There are several ways to control their analysis, such as individual news agency metrics, analysis of landing pages, site traffic, alerts Google, RSS subscriptions tracking, conversion tracking, monitoring social media, the amount of incoming links, pick-ups on blogs / sites / publications and the pursuit of ratings. You can compare with the competition and see where you can improve.

Tips and suggestions (in the live chat):

Beginners looking for some DIY SEO should not worry about the differences in the optimization for different search engines (eg Google or Bing). Analytics can give hints and tips, but unless you are a professional SEO, especially should focus on keywords, write engaging content, building links and increase visibility.

Even the text in Flash can be seen by Googlebots in many cases. The best way to optimize this type of text to add to the page where the flash is charging, for example, insert the flash into the HTML of the page where the text is published.

Great resources for learning optimization search engine abound online, but nothing beats first-hand knowledge and experience. To participate, go to conferences, network and research. See the resources below sources Online invaluable.

* * * * *

Well, that's all from today - thanks again to Lee Odden Vocus and for a great presentation. Returns all weekdays this week for the rest of the seminar summaries, and check the blog next week for our Q & A session consists of all the questions could not be answered in the day.

You can also read Part 1, Part 2 and Part 3 of the Abstracts of the Conference in line with Deidre Vocus Breakenridge, David Meerman Scott and Beth Harte title = "Vocus conference abstracts online"> HERE.

About the Author

Ikroh is an award winning UK SEO company, committed to 100% ethical search and passionate about our clients' success online. We cover a full range of internet marketing services, including search engine optimisation, pay per click advertising, social media marketing, web analytics and web audit.

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