seo and pr - prsa spring conference
TRANSCRIPT
The Art of Digitally Extending Your Brand & StorySEO
PR
Agenda1. SEO Overview2. The Power of Links3. Tripling Your PR with Off and On Site
Content4. SEO & Outreach Tools
SE
Wait, what exactly is it again…?
5,700,000,000Google searches per day in 2014
~70% OF CLICKS GO TO ORGANIC RESULTS (SEO)
~30% OF CLICKS GO TO ADS
Your links are your story
What Kinds of Sites Do You Want Links From?
RELEVANT
AUTHORITATIVE
TRUSTWORTHY
VARIETY
Domain Authority
TRIPLING YOUR PR EFFORTS
Off-Site Content
Publish content
to another
site
Use those ‘guest
posts’ as leverage
for future guest posts
Get more
posts on higher
trafficked sites
Grow your network,
build relationshi
ps
Become a publication
’s go-to expert
Build your
brand
Become a thought leader,
build your authority
as a writer + BYLINE!
Rank for more
competitive terms
Earn qualified referral traffic
Links!
Links!
Links!
Links!
Off-Site Content
Fly Wheel
Press!
Press!
Press!
Get Your Off-Site Topics & Content to Rank
Where Do You Start?
Use Advanced Search Queries
• intitle:”writer guidelines”
• intitle:”write for us”
• inurl:contribute
• intitle:”editorial guidelines”
• inurl:guest-blogging-guidelines
Advanced Query + Topic Find Writing
Opportunities:
SyndicationMaximize Your Reach
On-Site Content
Use SEO tools to find the
most searched, shared, & trending content
Do PRE-outreach
Publish content on your
site
Reach out to your
“inner circle”
Content picked up
by mid-tier publicatio
ns
Top-tier publications pick it
up
Contact industry leaders,
journalists, &
thought leaders
Build industry
relationships for future
content promotion
Scout for brand
mentions & ask to
link
Offer exclusive
s!Links!
On-Site Content
DistributionFly Wheel Pres
s
Press!
Prospect for linking opportuniti
es
Leverage coverage on major
publications
As featured on…
Links!
Make friend
s!
Include screenshots!
Create Content that Earns Press Links
Create Evergreen
Resources
Partnerships
SEO PR
Elli BishopOutreach Manager
Slideshow with appendix:bitly.com/2015seopr
CLEARLNK is hiring! Visit bitly.com/CLJOBS15
SEO & Outreach Tools
KeywordTool.io
• https://adwords.google.com/keywordplanner
• Keyword research (how many monthly searches are certain words or phrase getting)
• Use search volume to tell journalists/writers that you’ve got a story that will allow them to target a key term with high search volume (show them that you’re SEO savvy, not just PR savvy)
• Validate new content ideas & topics
• Use it to formulate guest post topics so that you can rank for more competitive terms
• Use it to find new links or traffic sources• Find valuable referrals and top referrers • Identify well-performing content• Find referral traffic for internal posts• Tie traffic increases to outreach efforts• Find guest posts that are referring the most
new visitors• Are people staying or going once they reach
your site?
• Competitor analysis
• Use it to tell a site you’re working with what their top performing content is, and why your content that’s similar will perform well too
• Get content ideas
• Find influencers in your space with a big online presence
• Find out which content performs best on which channels
• Learn about a new client
• Competitor analysis
• Find link targets & outreach prospects by pulling backlinks
for similar content pieces
• Find new links to your site
• Find the most linked content
AutoComplete for
Search Intent
Many queries with 100s or 1000s of monthly searches don’t show up in AdWords, but show up here!
Click on Search Tools to narrow down the results by time, reading level, location, image size, etc.
www.KeywordTool.io
• This tool uses all of the queries from AutoComplete to help you generate content ideas surround certain topics
• Great for brainstorming new content ideas that actually have search volume
• Find the topics people care about and the way they search for them