seo press releases and public relations webinar slides
DESCRIPTION
Learn how to use search engine optimized press releases to increase organic search traffic from Google. [View the recording of this webinar at: www.boulderseomarketing.com/webinar-public-relations-is-dead-long-live-public-relations] Google’s recent “Panda” algorithm update triggered many SEO agencies around the globe to speculate that this was the end of the search engine-optimized press release as we knew it. Here’s what happened: the “bad apples” in the SEO industry who didn’t adhere to Google’s Quality Guidelines saw their low quality, over-optimized press releases vanish from Google’s search results and the press releases that provide high quality and useful content started to show up higher in Google’s search results. More than ever now, high quality search engine-optimized press releases are an effective and inexpensive way to generate quality backlinks to your website, improve your site’s visibility in search engines and to increase referral and organic search traffic to your site. From a “conventional” public relations standpoint, press releases are your window to the world. They support your branding efforts, they keep your customers and stakeholders informed about your latest activities and they also reach potential new customers. In complimentary 45-minute webinar recording, public relations expert Marc Gutman of WildStory Media and SEO training expert Chris Raulf of Boulder SEO Marketing discuss the ins and outs of how to get the most out of your public relations efforts. You will learn: - How to include search engine-optimized press releases as part of your digital marketing strategy - How to draft and properly optimize press releases that will show up on Google’s page number one - Ways to distribute press releases through free and paid online distribution channels - How to monitor and measure the success of your search engine-optimized press releases - What is Public Relations (PR)? - Why a press release maybe good for SEO but not for getting media attention - How to get free press coverage (earned media) - 3 Tips on getting journalists to write about your company About the Presenters ------------------------ Marc Gutman is founder of WildStory Media, a Boulder-based, boutique Public Relations firm specializing in PR, media relations, corporate communications, reputation management, social media, and digital strategy. Marc loves helping business of all types get more recognition and get their wild stories out to the world. Chris Raulf is founder of Boulder SEO Marketing, a boutique online SEO training and consulting agency located in beautiful Boulder, Colorado. Chris and his team assist local, national as well international clients with all of their SEO, social media and content marketing needs. Chris has 15+ years of digital marketing expertise under his belt and The Online Marketing Institute recently added him to their “Top 40+ Digital Strategists in Marketing for 2014” list.TRANSCRIPT
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[Webinar] Public Relations is Dead, Long Live Public Relations
May 6, 2014
Marc Gutman Founder and Publicist at WildStory Media E: [email protected] Chris Raulf Founder & President, Boulder SEO Marketing E: [email protected]
www.boulderseomarke.ng.com | www.wildstory.com
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Today’s Agenda • Search Engine-‐Op/mized Press Releases
– How to include search engine-‐op/mized press releases as part of your digital and content marke/ng strategy
– How to dra? and properly op/mize press releases that will show up on Google’s page number one
– Ways to distribute press releases through free and paid online distribu/on channels
– How to monitor and measure the success of your search engine-‐op/mized press releases
• Public Rela/ons – What is Public Rela/ons? – Why a press release may be good for SEO but not for geEng media aFen/on
– How to get free press coverage (earned media) – 3 Tips on geEng journalists to write about your company
• Ques/ons & Answers
www.boulderseomarke.ng.com | www.wildstory.com
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Quick Poll
• I use search engine-‐op/mized press releases as part of my SEO and content marke/ng strategy!
www.boulderseomarke.ng.com | www.wildstory.com
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Quick Poll
• My company has a public rela/ons strategy in place!
www.boulderseomarke.ng.com | www.wildstory.com
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How to Include Search Engine-Optimized Press Releases as Part of Your SEO, Digital and Content Marketing Strategy
www.boulderseomarke.ng.com | www.wildstory.com
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The 5 Pillars of Search Engine Op.miza.on
1. Technical Health of Website 2. Website Func/onality 3. On-‐Page Search Engine
Op/miza/on – Content Marke/ng
4. Off-‐Page Search Engine Op/miza/on
– Search Engine-‐Op/mized Press Releases
5. Social Media Marke/ng
www.boulderseomarke.ng.com | www.wildstory.com
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What to Announce in a Search Engine-‐Op.mized Press Release
• Events • Awards • Promo/ons • New employees • New services or products and services • New client / partnership • Financial data • Accomplishments • …the list never ends. Think outside of the box!
– www.boulderseomarke/ng.com/about/press-‐releases
www.boulderseomarke.ng.com | www.wildstory.com
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Source: TechTarget2009 Media Consumption Report
Content Marke.ng Roadmap
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Editorial Calendar
www.boulderseomarke.ng.com | www.wildstory.com
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Campaign Based Content Marke.ng, Search Engine Op.miza.on and Social Media
www.boulderseomarke.ng.com | www.wildstory.com
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• Webinar: Public Rela/ons is Dead, Long Live Public Rela/ons • Researched target SEO keywords: “press release packages” • Announced event with a press release through PRWeb • Dra?ed blog post for website • Promoted webinar on LinkedIn, Facebook, TwiFer, Google+, etc.
Results Of A Campaign Based Content Marke.ng, Search Engine Op.miza.on And Social Media Campaign
www.boulderseomarke.ng.com | www.wildstory.com
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Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!
How to DraM and Properly Op.mize Press Releases That Will Show up on Google’s Page Number One
www.boulderseomarke.ng.com | www.wildstory.com
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-‐ Focus on 2-‐3 keywords -‐ Clear, concise, and short headline: Include your most important keyword -‐ Sub-‐headline: Include a varia/on of your most important keyword and a second keyword -‐ Place most important keywords in first two or three paragraphs -‐ Include descrip/ve links early -‐ Pictures / Mul/media -‐ Post press release to website -‐ Use TwiFer, Facebook, LinkedIn etc. to spread the word -‐ Post to SlideShare -‐ Email it to applicable media outlets -‐ Distribute through paid and / or free PR distribu/on services
Search Engine-‐Op.miza.on PR Best Prac.ces
www.boulderseomarke.ng.com | www.wildstory.com
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Paid PR distribu/on services: • Vocus / PRWeb: hFp://www.prweb.com • PR Newswire: hFp://www.prnewswire.com • Marketwired: hFp://www.marketwired.com • Business Wire: hFp://www.businesswire.com
Free PR distribu/on services: • PRLog: hFp://www.prlog.org • Kontax: hFp://kontax.com • PR Urgent:
hFp://www.prurgent.com/submit_press_release.htm
Ways to Distribute Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
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How to Monitor and Measure the Success of Your Search Engine-Optimized Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
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How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
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Where Is The Best Place To Hide A Dead Body?
www.boulderseomarke.ng.com | www.wildstory.com
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How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
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How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
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PRSA Defini.on:
What is Public Rela.ons (PR)?
www.boulderseomarke.ng.com | www.wildstory.com
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Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!
www.boulderseomarke.ng.com | www.wildstory.com
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What does a PR firm do? • Media and Blogger Rela/ons • Cause Marke/ng • Social Media • Strategic Communica/ons
Planning • Media Materials and Collateral
Development • Media Training • Print, Broadcast and Outdoor
Strategy and Execu/on • Digital Media Strategy and
Execu/on • New Restaurant Introduc/on • Press Releases • Investor Rela/ons • Industry Awards
• Crisis Communica/ons • Media Tours and FAM Trips • Social Media Audit • Editorial Strategy and Planning • Content Crea/on • Copywri/ng • Ambassador Development • Curated Event Planning and
Execu/on • New Market Introduc/ons • Product Expansion • Reputa/on Management • Tailored long and short-‐term
campaigns • Public Policy / Legisla/on
www.boulderseomarke.ng.com | www.wildstory.com
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PR Pros Wear Many Hats
www.boulderseomarke.ng.com | www.wildstory.com
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PR Part of the Marke.ng Umbrella
www.boulderseomarke.ng.com | www.wildstory.com
PR Content Marke/ng Lead Gen Adver/sing Brand Development SEO SEM Paid Search Company Blog Website Development
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Press Releases Work Great For: + SEO + When there is actually NEWS
-‐ Good News -‐-‐ You Don’t Want to Talk to the Press (Google buys Your Company / New Apple iPhone) -‐ Bad news – /me to control the message (CEO caught stealing / Gov’t Mess)
Press Releases DO NOT Work Well for: + GeEng Journalists to Cover Your Company + GeEng Quality Coverage for Your Company
Back To Press Releases – PR View
www.boulderseomarke.ng.com | www.wildstory.com
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3 Types of Media -‐ Owned – your website, your blog. “Hey World WS Is Great!” (me) -‐ Earned – People Write About You. “Hey World, I’m an unbiased
expert and WS is preFy great.” (Journalist) -‐ Paid – Adver/sing – “Hey World, I’m Aston Kucher and trust me
WS is great.” (celebrity)
EARNED MEDIA – A Great Value
www.boulderseomarke.ng.com | www.wildstory.com
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EARNED MEDIA – Why?
www.boulderseomarke.ng.com | www.wildstory.com
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www.boulderseomarke.ng.com | www.wildstory.com
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Earned Media vs. Paid Media
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Let’s Put This in Real World Terms
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Ah… No Thanks
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Hey, check that guy out….
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Put that way… I think I’d like to get to know him
www.boulderseomarke.ng.com | www.wildstory.com
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What Changed? Third Party Valida.on
www.boulderseomarke.ng.com | www.wildstory.com
People Don’t Like it When You Talk About Yourself…..Even if it’s True Benefits of Earned Media • Cost Effec/ve – Much Less than Adver/sing • Builds Trust • Builds Brand Awareness • 3rd Party Valida/on • Digital Content – Long Las/ng SEO / Google • Makes Your Company Look at Large as the Big Boys • Drives Revenue!
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Types of Earned Media
www.boulderseomarke.ng.com | www.wildstory.com
• Newspapers • Blogs
• Influencers • Industry Awards • Industry Specific Publica/ons / Trade Publica/ons • TV
• News • Review Shows • Challenge Shows
• Long Lead Magazines • Niche
• Social Media
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Before We Pitch : Today’s Journalist Landscape
www.boulderseomarke.ng.com | www.wildstory.com
Caveat: Journalist = anyone who reports on your company Understand Pressure on Journalists is Greater than Ever. They have no TIME. Example 722 emails a day. You Can Be Their Best Friend or Worst Enemy. Good News is they NEED Content. They WANT to buy what you’re selling…if it’s good.
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3 Tips To Get Journalists To No.ce You
www.boulderseomarke.ng.com | www.wildstory.com
• Send a short, concise email pitch for a story • Be brief • Think Movie Trailer • Would you read/watch this story if it wasn’t your company?
• Put yourself in Journalist’s shoes • Is this a story? Why is it interes/ng? • Save /me, present it as a story, not abstract • One tac/c -‐ frame around a personal story
• Be prepared if they say “Yes” • Have sources veFed • Have suppor/ng materials • Photos always help
• Extra nugget – Don’t Pitch TV if the person to appear has never been on video or TV
• Producers want to see your “expert” isn’t a dud
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Real World Example
www.boulderseomarke.ng.com | www.wildstory.com
Brief Pitch
Understand Journalist’s Beat
Be Prepared
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Questions?
Connect with WildStory Media: Web: www.wildstory.com LinkedIn: www.linkedin.com/company/wildstory-media Facebook: www.facebook.com/wildstorymedia Twiber: www.twiFer.com/wildstorymedia Google+: https://plus.google.com/+WildStoryMedia Connect with Boulder SEO Marketing and Chris: Web: www.boulderseomarketing.com LinkedIn: www.linkedin.com/company/boulder-‐seo-‐marke/ng and www.linkedin.com/in/chrisraulf Twiber: www.twiFer.com/Marke/ngSEOWiz and @swisschris Facebook: www.facebook.com/BoulderSEOMarke/ng Google+: hFps://plus.google.com/+Boulderseomarke/ng YouTube: www.youtube.com/user/boulderseomarke/ng
www.boulderseomarke.ng.com | www.wildstory.com