seo boot camp using paid, earned and owned media to surface content for … · 2020-01-01 ·...

#powerofPR@msamec

SEO Boot CampUsing Paid, Earned and Owned Media to Surface Content for SEO Mike Samec Vice President of Digital Strategy G&S Business Communications

#powerofPR@msamec

Paid, Owned and Earned Media

Owned

Earned Paid

#powerofPR@msamec

Paid, Owned and Earned Media

Owned

Earned Paid

• Website• Blog• Social Channels

#powerofPR@msamec

Paid, Owned and Earned Media

Owned

Earned Paid• Reviews• Social

media feeds• Articles

• Website• Blog• Social Channels

#powerofPR@msamec

Paid, Owned and Earned Media

Owned

Earned Paid• Social ads• Sponsored

content• Paid Search

• Reviews• Social

media feeds• Articles

• Website• Blog• Social Channels

#powerofPR@msamec

Owned Media

Owned

Earned Paid

#powerofPR@msamec

Control Your Destiny

Owned

Earned Paid

#powerofPR@msamec

Red Flag - you aren’t ranking for branded search terms!

Owned

Earned Paid

#powerofPR@msamec

Google Search Console

Owned

Earned Paid

#powerofPR@msamec

Where Do You Want to be?

Owned

Earned Paid

#powerofPR@msamec

Branded and non-branded terms

Owned

Earned Paid

Branded• Dogaholics dog groomers• Dogaholics pet store• Dogaholics dog toys Non-branded• Dog groomers• Pet stores• Dog toys

#powerofPR@msamec

Brainstorm

Owned

Earned Paid

#powerofPR@msamec

Start with Keyword Research

Owned

Earned Paid

#powerofPR@msamec

Don’t be stuck in the middle of nowhere

Owned

Earned Paid

#powerofPR@msamec

Fish Where The Fish Are

Owned

Earned Paid

#powerofPR@msamec

Pick the Page to Rank

Owned

Earned Paid

#powerofPR@msamec

Think in 3D

Owned

Earned Paid

#powerofPR@msamec

Are You Worthy?

Owned

Earned Paid

#powerofPR@msamec

How to know your content is good

Owned

Earned Paid

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

S

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

Triggers

S T

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

Triggers Emotion

S T E

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

PublicTriggers Emotion

S T E P

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

PublicTriggers PracticalEmotion

S T E P P

#powerofPR@msamec

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

Six STEPPS to Go Viral!

Social Currency

PublicTriggers PracticalEmotion Stories

S ST E P P

#powerofPR@msamec

Six STEPPS to Go Viral!

Social Currency

PublicTriggers PracticalEmotion Stories

S ST E P P

Viral

Source: Jonah Berger, Wharton School, Univ. of Pennsylvania

Owned

Earned Paid

#powerofPR@msamec

How to own Owned

Owned

Earned Paid

• Ensure your site is indexed. Install Google search console

• Add your street address to website. Store hours for retail/consumer

• Create social channels!

#powerofPR@msamec

Earned Media

Owned

Earned Paid

#powerofPR@msamec

Extend Your Reach

Owned

Earned Paid

#powerofPR@msamec

Third Party Credibility

Owned

Earned Paid

#powerofPR@msamec

Sentiment

Owned

Earned Paid

#powerofPR@msamec

Identify Key Influencers

Owned

Earned Paid

#powerofPR@msamec

Other Resources

Owned

Earned Paid

#powerofPR@msamec

Who already ranks?

Owned

Earned Paid

#powerofPR@msamec

Competitor Intel

Owned

Earned Paid

#powerofPR@msamec

Find Social Followers

Owned

Earned Paid

#powerofPR@msamec

Pitch It

Owned

Earned Paid

#powerofPR@msamec

Article Pick-Up

Owned

Earned Paid

#powerofPR@msamec

Owned

Earned Paid

Earn Earned• Create share-worthy content

• Tell a story

• Pitch it!

#powerofPR@msamec

Paid Media

Owned

Earned Paid

#powerofPR@msamec

Go Live Faster

Owned

Earned Paid

#powerofPR@msamec

Extend Your Reach

Owned

Earned Paid

#powerofPR@msamec

Boost on Social

Owned

Earned Paid

#powerofPR@msamec

Paid does show up in Search

Owned

Earned Paid

#powerofPR@msamec

Don't forget Bing

Owned

Earned Paid

#powerofPR@msamec

Social channels have Search too

Owned

Earned Paid

#powerofPR@msamec

Pay to Own

Owned

Earned Paid

#powerofPR@msamec

Buying Paid• Extend reach, faster

• Social ads can earn attention

• Paid search to promote, block competitors

• Don’t forget sites other than Google

Owned

Earned Paid

#powerofPR@msamec

Bringing It All Together

#powerofPR@msamec

Your 3-step Plan to using Owned, Earned and Paid

• Start with owned because, you own it

• Earn it. Tell a story worth sharing

• Pay up. Increase your reach and opportunity through strategic purchases

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