seo and pr - prsa spring conference

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

Click here to learn more

about backlinks.

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

elli.bishop@clearlink.com

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