SEO: PR and Online Newsroom Opportunities

2. WHY SEO IS A VITAL PR AND MEDIA RELATIONS COMPONENT #PRSEOSecrets

3. Presenters Lisa Buyer CEO of The Buyer Group Author of Social PR Secrets Moderator #SocialPRChat Sally Falkow APR President of PRESSfeed Author of SMART News: how to write branded content that gets found in search and shared on social media Top 50 Social Media Influencer

4. MEDIA TRENDS 2015 REPORT 1. Shrinking Newsrooms 2. Search engines the most trusted source for news and information 3. The demand for visual content 4. The media wants to see all your content in one place – a digital content hub 5. Using analytics to produce content that gets the best results DOWNLOAD: http://www.press-feed.com/2015-media-trends

5. SEARCH VISIBILITY

6. PR can be the most valuable secret weapon in SEO SEO is the most under utilized skill and strategy by PR industry

7. Search Engine Optimization It’s almost ten years (2006) since the idea of optimizing news content for search was first mentioned. In that time SEO agencies and Internet marketing gurus have fully embraced this idea, but unfortunately the PR community has been slow to adopt it. . Perhaps this will finally convince PR pros that SEO is an integral part of creating content and story telling. If no-one finds and reads or watches the story you create for your brand or client, it serves no purpose.

8. Quick Poll What is the biggest challenge you face with SEO for PR? Please write your answer in the chat box.

9. Search Jumps in Trust The 2015 Edelman Trust Barometer reported that search is the most trusted source for news and information.

11. Optimize the Newsroom The newsroom as a whole should be optimized for search and should show up in a search for your company or brand name.

12. #1 SEO Tip Google dictates the SEO rules. The most important element is good quality content

13. Content is the common denominator between SEO and PR

14. https://www.proactivereport.com/wp-content/uploads/2015/04/Google-checklist-1.pdfhttps://www.proactivereport.com/wp-content/uploads/2015/04/Google-checklist-1.pdf

21. Newsroom Tips • In your social media profile bios link to your newsroom instead of he website home page • Use keywords in your bios and appropriate hashtags • Make sure your news is shareable with easy to find and use share buttons - this will help drive quality traffic to your news

22. Newsroom SEO Tips Meta tags <title>Newsroom | Brand/Company Name</title> <meta name="description" content=“Latest News from Brand/Company, Location">

24. On Page Optimization Brand/Company Newsroom as a header Use the brand/company name in various place on the page

26. Media Searches Think about what the media might be searching. [Brand/Company Name] press releases [Subject/topic] experts

30. NEWSROOM SCORES NEWSROOM ON PAGE ONE IN SEARCH

31. Text Content • Press releases • Blog posts • Articles • Tweets • Facebook updates • LinkedIn posts

32. WRITTEN CONTENT OPTIMIZED FOR SEARCH

33. SEO Tips for Text • Length of headline: • Subheading: • Subheads in the text: H1 tag 58 characters H2 tag 120 characters H3 tag • Bold subheads • Keywords: In title and subhead close to the beginning First paragraph and last paragraph • Write so the text reads easily and naturally • Rich, quality content about a subject • Use synonyms – not repeated keywords

34. Headlines

36. This demand for visual content has also become top of mind for media outlets. They now that good, original visuals that extend and enhance the story attract viewers, keep them more engaged and on the site longer. This translates into revenue for the media because they can sell advertising based on those metrics.

37. NEWSROOM FEATURES • Image Gallery: • Original images • Both hi- and lo-res version • Infographics • Charts • Video Gallery • Interesting short videos with news value (Remember the VNR?) • “Explainer” animated videos • Embed codes • News “capsules” with complete visual assets

38. NEWSROOM SCORES 80 70 60 50 40 30 20 10 0 FORTUNE 100 FORTUNE 500 INC 500 IMAGE GALLERY

39. ORIGINAL HIGH QUALITY IMAGES

40. 30 25 20 15 10 5 0 FORTUNE 100 FORTUNE 500 INC 500 VISUAL CONTENT OPTIMIZED FOR SEARCH

41. Image Optimization Tips Create image file names for press releases, newsroom & blog posts with keywords versus random numbers • yes • LisaBuyerSEOWebin ar.jpg • no • 0006667779.jpg

42. VIDEO GALLERY

43. EMBED CODES WITH VIDEOS

44. Video Optimization Tips 1. Use keywords when naming the video file 2. Title of the video – descriptive and keywords 3. Interesting thumbnails – attracts views 4. Description – keywords and a link 5. Engaging and interesting. YouTube counts views (10 seconds) and retention 6. Tags – main keywords first, then long-tail keywords

45. Lisa’s Favorite SEO Tools • When you're ready to write public relations content, these free tools and resources can help you with the process. • http://www.seotools.com/ksp-tool/: Provides you with information on search activity (how popular search terms are) and demographics of people doing the query. • http://ubersuggest.org/: Gives suggestions of keywords you may want to add to your keyword list or article content. • http://www.google.com/trends/: Shows you topics trending on Google. This information can help you as you brainstorm topics to write about. • http://scribecontent.com/

46. Sally’s Favorite Tools • Moz.com • Rand Fishkin’s Whiteboard Friday • http://moz.com/blog/category/whiteboard-friday http://proactivereport.com SMART News http://www.amazon.com/Smart-News-branded-content- Marketing-ebook/dp/B00EB9Q29O

47. Contact For a 30-minute free consultation on your newsroom and your news content request a demo http://www.press-feed.com/services/demo.php Questions and comments? sally@press-feed.com @sallyfalkow on Twitter