TopRank Online Marketing

Lee Odden

7 Answers to News SEO Questions You Should Know

Lee Odden on Feb 11th, 2010     Online Marketing, Online PR, Other Events, Press Release Optimization, SEO, SEO Tips

Recently I was invited to give a basics webinar on optimizing news content  for search.  The intersection of search and PR/communications are obviously something quite familiar.

The outcome exceeded all expectations thanks to the excellent promotions by PRWeb and SEW plus Mike Grehan’s smooth handling of moderator duties amidst technical difficulties. Over 7,000 people registered, there were over 400 questions and 650 Tweets using the #prweb hash tag during the webinar.

The way it goes with many webinars when you’re invited by an organization to participate, is that the topic and title/description are determined beforehand. The speaker adapts themselves to that.  This presentation content focused on optimizing writing for the web with a particular emphasis on optimizing content common to public relations.

Lee Odden

Link Building Tips for News SEO

Lee Odden on May 11th, 2009     Link Building, Online Marketing, Online PR, SEO Tips

Link Building TipsFor those readers just joining us, this is post #8 in a series of 10 on the intersection of search engine optimization and public relations, “Top Ten SEO Tips for PR Professionals“.

Besides content optimization and making sure a site’s news pages and digital assets can be found and indexed, attracting relevant inbound links is the next most important tactic for improving search engine performance of Public Relations related content.

There are literally hundreds of ways to acquire good links. There are even more ways to acquire bad links, so knowing the difference can be important. Read more about that below. But first, we’ll describe some general guidelines for news content link building.

Lee Odden

Essential Press Release Optimization Tips

Lee Odden on May 7th, 2009     Online Marketing, Online PR, Press Release Optimization, Public Relations, SEO Tips

Press Release OptimizationOne of the most popular keyword optimization content types for SEOs and Public Relations professionals alike are press releases. As a news communication tool, the value of press releases has undergone changes.  However, press releases provide a substantial amount of content to news search engines and can rank well in standard search engines like Google or Yahoo.

Multiple studies have documented that consumers and journalists are searching for and reading press releases. Optimizing press releases for a specific audience makes them easier to find and therefore, more of an asset for communicating news and attracting traffic to the company web site.  As a result, it makes sense for marketing and PR practitioners alike to understand how to make press release content easier to find.

Lee Odden

Do’s and Don’ts of On-Page SEO for Public Relations

Lee Odden on May 6th, 2009     Online Marketing, Public Relations, SEO, SEO Tips

Search Engine Optimization for PRThis is post #5 in a series of 10 on the intersection of PR and SEO.  We’ll discuss a few best practices content SEO tactics as well as a few things to avoid.

While there is much to understand about successfully implementing and maintaining search engine optimization efforts, there are a few  fundamental concepts worth starting with, including the notion of quantity, quality and time as appropriate to content and links.  For the most part, the more web pages, digital assets and inbound links, the better the search visibility.  Each link is a conduit and each page is a potential entry point into the web site.

As a general guideline, the same is true with quality. The higher quality content and link sources, the more competitive advantage for better search results. 

Lee Odden

How to Choose the Best Keywords for Optimized Public Relations

Lee Odden on May 5th, 2009     Online Marketing, Public Relations, SEO, SEO Tips

SEO Tips for PR 4 The core of search marketing  is the mix of keyword phrases that people use to search for  information on the web. Part of the value of Search Engine Optimization is to identify what searchers actually enter in the search box. If optimization efforts can focus on the phrases that are equally relevant and in demand, there’s a resonable expectation that the optimized news content will attract more visitors of the right kind: journalists, reporters, analysts, bloggers and even end consumers. 

Choosing the best keywords for news content starts with brainstorming using a mix of sources including the main topic of the content, talking to customers, analyzing competitor news content and topically relevant news that already rank wells. Effective keyword research generates a seed list of concepts from the brainstorming exercise and then proceeds to use keyword research tools to determine the popularity of those phrases as well as discovering related phrases in use.

Lee Odden

Public Relations Activities That Affect SEO

Lee Odden on May 1st, 2009     Online Marketing, Online PR, Public Relations, SEO

SEO tips for PRWithin the realm of Public Relations, there are many types of digital content that get created and often promoted. Content that can be searched on can be optimized, and that spells opportunity for extending the reach of PR and media relations efforts. Journalists and consumers alike are searching, why not make sure the content published to the web as part of PR efforts is easy to find via search?

Examples of PR content that can be optimized include:

  • Press releases
  • Letters to the editor
  • Online newsrooms
  • Media kits
  • Corporate blogs
  • White papers
  • Webinars/demos
  • Newsletters
  • Real world interviews published digitally

If it can be searched it can be optimized

Lee Odden

Using Online News to Drive SEO

Lee Odden on Mar 18th, 2009     Online Marketing, Online PR, Press Release Optimization, Public Relations, SEO, TopRank Agency News

digital pr Today we’re doing a webinar (2:00 pm EST) with PRWeb on the topic of leveraging search engine optimization and news content for improved search engine marketing performance.  Registrations for this webinar were capped at 2,500, so if you didn’t make it in time, please visit the comments for this post as we’re contining the conversation there after the webinar.

The bottom line for the presentation is that there are opportunities to gain advantage from optimizing content according to it’s purpose or goals. In the case of news content, make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer. That means understanding the difference in search behaviors for consumers vs journalists and analysts doing research on companies/individuals.

Lee Odden

Writing for the Web: SEO for News Content

Lee Odden on Dec 20th, 2008     Online Marketing, Online PR, Press Release Optimization, Public Relations

At TopRank Online Marketing, we’re keen on matching content and therefore optimization efforts with the right audiences. News is a perfect candidate for optimizing by intent. Below is a presentation I did recently as part of a PR News webinar on the topic of writing for the web, optimizing online PR communications.

As part of the presentation, I included insights from a recent poll of journalists and editors from a mix of print and online publications we conducted. The poll was designed to get a better understanding about their use of search to find sources, conduct research and any other search function that helps them do their job.

Lee Odden

Leveraging SEO and PR with Digital Public Relations

Lee Odden on Oct 30th, 2008     Online Marketing, Online PR, Press Release Optimization, Public Relations

Today I did a webinar with PRWeb on how to improve SEO (Search Engine Optimization) results by using online public relations tactics. With 15 minutes to present, there wasn’t a lot of tactical detail. At TopRank we’ve done a pretty good job at identifying trends in a way small and large business marketers can understand. Concepts like “push and pull PR”, “digital asset optimization” and “press release optimization” have helped many marketers realize the benefits of SEO from different perspectives. The embedded slides below touch on several of these concepts:

Of course, feedback and questions are always welcome. The webinar had about 350 participants online and there were well over 70 questions posed.

Lee Odden

Digital PR and SEO Series: Part 3 Social Media Monitoring

Lee Odden on Aug 29th, 2008     Blogging, Online Marketing, Online PR, Public Relations, Social Media

digital public relations

We’ve made the case for integrating media relations, SEO and social media into a digital PR program as well as covering some of the basics. Now we can drill a bit deeper into blogger relations and social media monitoring.

Practical Examples of Involving SEO Expertise with Media & Blogger Relations, Social Media Monitoring

The advent of digital PR and the technology tools that serve as compliments means changes in the way agencies provide client consulting and practice management. In the case of TopRank, we’re running both a internet marketing agency and a public relations practice, so we’ve always counseled our clients on the use of targeted keywords during interviews and in communications with the media as well as with content published to the web. In a push and pull PR strategy, keywords are used to optimize content and digital assets to enable the media to pull themselves to a client’s news.

Lee Odden

Digital PR and SEO Series: Part 2

Lee Odden on Aug 28th, 2008     Online Marketing, Online PR, Public Relations

Down the Digital PR Rabbit Hole

Yesterday we talked about the opportunity for combining search engine optimization, social media and digital public relations. Today’s entry will discuss how to start going about it.

Leveraging Low and High Tech for Social Media Relations

“Fuzzy”. That’s how I would describe most companies’ thinking on social media, SEO and PR. How can marketers and companies start incorporating the new rules of the social web into a digital PR effort?

The answer to that question starts with understanding the social web and the technology that connects audiences. Forrester often refers to this social connectivity as “social computing”. The socialized web provides media relations practitioners and search marketers with an array of tools to make it easier for journalists and the media to cover their clients’ news, promote content and attract links. They key is knowing which tools are most appropriate and effective and which are simply “shiny new objects”.

TopRank Online Marketing

SES San Jose: News Search SEO

TopRank Online Marketing on Aug 20th, 2008     Interactive Marketing, Online Marketing, Online PR, Press Release Optimization, Search Engine Strategies, SEO

News Search SEO

News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, industry experts Lee Odden, CEO of TopRank Online Marketing, Lisa Buyer, President & CEO of The Buyer Group and Greg Jarboe, President and Co-Founder, SEO-PR look at how to make use of press releases and news content to tap into the power of news search.

Lisa kicked off our session explaining that optimized press releases are a vital part of any news SEO strategy.

The first step to defining the online PR opportunity is to define the media segment. With your online PR campaign are you targeting editors, journalists, analysts or the media?

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