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Lee Odden

SEO Secrets for Better Public Relations

Lee Odden on Jan 23rd, 2007     Marketing PR Conferences, Online Marketing, Online PR, Press Release Optimization, Public Relations, SEO, TopRank Agency News

This Thursday I’ll be doing an audio conference as part of Bulldog Reporter’s PR University on search engine optimization and public relations. I did one of these in the Spring of 2006 and it went pretty well. I know a lot of practical, hands-on information was given out for the past conference. Attendees ranged from top 10 public relations firms in the U.S. to boutique shops and in-house PR professionals.

The panel this Thursday is very similar as last year and consists of:

  • Sally Falkow from Expansion Plus
  • Jamie O‚ÄôDonnell, SEO PR
  • Lee Odden, TopRank
  • Sarah Skerik, PR Newswire
Lee Odden

Making the Most of Limited Content

Lee Odden on Jan 16th, 2007     Online Marketing, Online PR, Public Relations

Note from Lee: Another contributor to Online Marketing Blog, Karen Sams who also writes her own blog at Media Relations Blog, makes her debut in this post about the ongoing challenge to gain original content for clients. Fresh content isn’t only necessary for making web sites attractive to search engines, but it’s also a critical component for marketing efforts in any channel – including Karen’s specialty: Public Relations. Read on to find excellent tips on how to make the most out of limited content.

One of the biggest challenges I face as a PR professional is eliciting content from clients. When I do identify valuable nuggets of information, I know that I need to leverage every aspect of that nugget across an array of tactics, including:

Jolina Pettice

There is No ‘We’ in Media Interviews

Jolina Pettice on Jan 5th, 2007     Online Marketing, Online PR, Public Relations

Note from Lee: I don’t want to have all the fun blogging here at Online Marketing Blog so 3 of our TopRank and M&O team members will begin offering practical tips related to blogging and public relations each week. Thomas McMahon will offer blogging tips and Karen Sams will be joined by Jolina Pettice in contributing tips on media relations and online PR.

Media interviews that result in published articles are excellent opportunities for companies to reach their target audience. While preparing for the interview, it’s important not to forget the ‘little things’ that can have a big impact on how your company is represented.

Here is a little tip to help make your interview with the media more successful.

Lee Odden

Blogs Rock for SEO, SMO and PR

Lee Odden on Dec 30th, 2006     Blog Marketing, Blog Optimization, Blogging, Online Marketing, Online PR, SEO, Social Media

Blogs have been one of the big buzz items in 2006 along with social media. It seems companies are still trying to figure out whether blogging is worthwhile for their business and where social media fits in within overall marketing strategy. The number of “blog consultants” also appears to be growing at a much faster rate than business blog adoption.

For our clients, we use blogs extensively in both our public relations practice as well as for search engine optimization. One of the most productive uses of blog software as a content management system is for an online media room.

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Lee Odden

Small Business Public Relations

Lee Odden on Dec 21st, 2006     Interviews, Online Marketing, Online PR, Press Release Optimization

Earlier this week Matt McGee of Small Business SEM blog did an interview with me about public relations for small businesses. Matt has had a lot of marketing experience so he asked some great questions that I think businesses small and large will benefit from.

Here are a few sample questions:

Are press releases better for traditional publicity purposes or for SEO purposes — or can the same release do both? How?

The same release can be used as an introduction to a publicity opportunity, but there is no substitute for human contact. Press release distribution alone rarely achieves media coverage. Contacting the media with a reference to a press release and unique story ideas can improve your chances of media coverage significantly. While a large percentage of journalists research press releases online, many continue to rely on press releases via email as a method of getting new story ideas.

Lee Odden

Public Relations Spam and the Bad Pitch

Lee Odden on Dec 4th, 2006     Online Marketing, Online PR, Rant

It continues to amaze me how many clueless or sloppy PR pitches we get week in and week out. Just last week it ranged from obvious typos/grammatical errors to claims that a story was exclusive and unreleased when a quick check of Google Blog Search showed nothing less than 10 blogs had already posted on the topic. While these are not necessarily dealbreakers for coverage, the one that will guarantee a visit to the trash bin is blatant spin.

I realize as much as anyone, that the job of a public relations expert is to tell compelling stories. But there is a big difference between outright “spin” and a story that is genuinely interesting and newsworthy. Because I am in the public relations business, I may be more suspicious of this than most. But when a pitch relies on a sort of suspension of disbelief effect because of great storytelling, I consider that nothing less than public relations spam.

Lee Odden

Push and Pull PR on eMarketing Talkshow

Lee Odden on Nov 30th, 2006     Interactive Marketing, Interviews, Online Marketing, Online PR, Press Release Optimization, Social Media, TopRank Agency News

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This Friday I will be doing an online radio interview with eMarketing Talkshow about “Push and Pull Online Public Relations”. I’ll be talking with Cindy Turrietta about the market opportunity with online PR, explaining the concept of push and pull with examples of each as well as considerations on measuring results.

With all the buzz about optimizing and marketing with social media as well as the emerging meme in public relations on the social media news release format, there is an opportunity to help marketers better understand how these concepts can be applied in a practical manner.

Too often tactics get promoted as the latest and greatest trends without any substance or real world references. This interview is intended to provide a framework for understanding how marketers and public relations professionals can increase their reach and ability to be found by consumers as wel as the media by incorporating SEO concepts along with PR and social media.

Lee Odden

Push Pull Public Relations and Social Media PR

Lee Odden on Nov 16th, 2006     Marketing PR Conferences, Online Marketing, Online PR, Press Release Optimization, Pubcon, Social Media, Social Search

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One of the key components of the presentation I gave this morning at the Las Vegas Pubcon conference presented the idea of press release optimization and social media news releases in the context of push and pull. But before that, it’s important to understand the market opportunity with news search.

According to a report released by comScore, half of all internet users visited news sites in June 2006. Of the most popular news web sites, Yahoo News is #1 surpassing CNN, MSNBC and AOL News.

There’s also an increase in the use of social media both by end consumers and the media for tracking information that interests them. This includes: blog and news search engines, social news, social bookmarks, podcasts and video. The thing that ties all of this together is RSS. RSS enables people to subscribe to the kinds of content from the channels or formats that they are interested in.

Lee Odden

Online Public Relations and Blogs

Lee Odden on Oct 16th, 2006     Blog Marketing, Blog Optimization, Blogging, Interactive Marketing, Marketing PR Conferences, Online Marketing, Online PR, Podcasting, Press Release Optimization, RSS, SEO, Social Media, TopRank Agency News

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Later today I’ll be presenting here at DMA-06 on a panel called, Blogs, RSS and Podcasting with Amanda Watlington from Searching for Profit and Stephan Spencer from Netconcepts. Basically, my presentation will cover how blogs can be used as public relations tools in the context of “Push and Pull PR”. The presentation is broken up into:

  • Opportunity
  • Push and Pull PR
  • Blog Optimization & PR
  • Blogger Relations
  • Case Study

The “opportunity” section explains how many journalists are ignoring the noise of getting pitched by so many PR firms and company PR staff. Whether it’s a pitch by phone or email, many members of the media go online (98%) to find news sources (76%), story ideas (92%), experts and to research press releases (73%). The percentages come from a study done by Middleburg/Ross.

Lee Odden

Resources for New Media and Social Media PR

Lee Odden on Aug 24th, 2006     Interactive Marketing, Online Marketing, Online PR, Social Media

There’s a growing amount of buzz about social media lately, but specifically of interest is social media press releases. As we fold the new media press release, press room and media relations tactics into our PR strategy, I’ve been monitoring a number of resources on the topic of new media PR and the hRelease or social media news release and offer some of those links here.

New Media Release Group – A Google group started to discuss the new media release format with participants ranging from independent PR consultants to PR Newswire and Market Wire.

New PR – Constantin Basturea’s “Digg style” site for new media public relations news.

Workspace for Social Media Press Release (hRelease) – hRelease is a community effort to define a new format for press releases via a community standard microformat

Lee Odden

PRWeb Tags it Up

Lee Odden on Jul 1st, 2006     Marketing Industry News, Online Marketing, Online PR, Press Release Optimization, Social Bookmarking

PRWeb is at it again with a new announcement on the addition of Technorati and PRWeb tags to the PRWeb news wire and press release distribution service. The press release, “Holy SHIFT! PRWeb Plays Tag with Social Media” comments that the new features will make it easy to add Technorati and PRWeb specific tags to your press releases.

The SHIFT Communications’ social media release was in part a motivator for the new services as the release from PRWeb states:

“If you spend the time to create a press release following the template
outlined by SHIFT Communications, all you have is an electronic
document unless you have a distribution platform that supports its
features. PRWeb is that platform,” said David McInnis, CEO and Founder
of PRWeb.

Lee Odden

Podcast Interview on SEO and Press Releases

Lee Odden on Jun 12th, 2006     Blog Marketing, Blog Optimization, Interviews, Online Marketing, Online PR, Podcast Marketing, Podcasting, Press Release Optimization, TopRank Agency News

Last week I had two interviews on SEO, blogs and press release optimization. One was a podcast and the other published in a newsletter. You can find the podcast interview over at the Novita Issue Communications Blog where Ernie Landante keeps me honest and runs through questions on the synergy of search engine optimization and public relations as well as some of the mechanics of the press release optimization process. At least until I started making death threats. :)

The good people over at Web Certain have started a new “Ask the Experts” feature for their newsletter and in a brave move, decided to do an interview on SEO and blog marketing with yours truly. Topics range from Google dominance to how clueless most corporate executives are about blogging.

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