2012 OCPRA Summer Conference‎ > ‎Conference Agenda‎ > ‎ Giovanni Gallucci, Partner and Producer Search Engine Optimization Live.Loud.Texas Gallucci is a web developer turned online brand strategist and internet journeyman. He develops strategy for online marketing and audience development for forward-thinking clients in missions, music, media, faith, film, tv, tech, and other causes interested in breaking new ground online. He is also a professional photographer and cinematographer, using media to enhance his marketing, SEO, and social media work. Giovanni is currently working as a producer at GeekBeat.TV and as a faculty member at Five2Media. He also teaches how social media and SEO align with offline marketing and public relations strategies at bootcamps and private workshops across the great state of Texas and around the world. Catch his photography, or video work on Troubadour, TX, a docu-reality TV series syndicated nationwide to over 40 million households in 140 markets each week. His speaking style is vibrant, frank, humorous, energetic, and personal.

1. OCPRA Summer Conference
OCPRA
SUMMER
Social Media CONFERENCE
Social Media & Search Engine
Optimization for PR Pros
July 9, 2012
@giovanni
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2. Thank You! OCPRA Summer Conference
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3. About @giovanni OCPRA Summer Conference
On one hand Giovanni is a recovering Microsoft .NET
programmer turned internet journeyman who develops online
audience growth & engagement strategies for clients in music,
media, missions, faith, film, tv, tech & causes.
On the other hand he is a professional photographer and
filmmaker who focuses on the same topics. Giovanni produces
content for GeekBeat.TV and serves as a faculty member at
Five2Media, xTrain, and Adobe TV.
And, if you’re not careful you might catch him or his work on
Troubadour, TX, a weekly syndicated TV series airing in about
38 million households in 140 U.S. markets.
@giovanni
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4. Getting Started OCPRA Summer Conference
What Is SEO?
•SEO stands for “search engine optimization”
•Getting traffic from the “free,” “organic,” “editorial” or “natural”
listings on search engines
•All major search engines such as Google, Yahoo and Bing have
such results
•Includes web pages, videos, photos, & local listings
•Results shown and ranked based on what the search engine
considers most relevant to users
•SEO is NOT advertising
•Payment isn’t involved, as it is with paid search ads
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5. Getting Started OCPRA Summer Conference
What Is SEO?
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6. Before We Get Too Far OCPRA Summer Conference
Before & After
•Differentiate
•Target
•Be Relevant
•Have a Budget
•Define Your ROI & Your ROE
•MAKE A PLAN - GOALS ARE GOOD
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7. Before We Get Too Far OCPRA Summer Conference
During
•Give it legs - Give ‘em something to talk about
•Lead them to a destination or a point of conversion
•What’s a Point of Conversion?
•Provide a way to engage
•Stay engaged
•Provide the means and the incentive to share
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8. Defining Goals OCPRA Summer Conference
Start with the End in Mind
•Define target audience
•Determine goals and objectives
•Develop and implement tactics to achieve goals
•Monitoring, measuring, & reporting
•Wash, rinse, & repeat
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9. Finding Your Keywords OCPRA Summer Conference
Some Very Basic Basics
click thrus | humans
keywords & phrases | humans
backlinks | search engines
anchor text | search engines
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10. Finding Your Keywords OCPRA Summer Conference
How Search Works
Keywords: Simplified
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11. Finding Your Keywords OCPRA Summer Conference
Some Very Basic Basics
Make sure the search engines
can crawl your content.
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12. Finding Your Keywords OCPRA Summer Conference
Some Very Basic Basics
Find The Right Keywords
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13. Finding Your Keywords OCPRA Summer Conference
Keyword Research
Google Keyword Search Tool
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14. Finding Your Keywords OCPRA Summer Conference
Keyword Research
Google Keyword Search Tool
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15. Using Your Keywords OCPRA Summer Conference
The Secret Formula
Title Tag
Title of Article
H1 Tags
300 - 500 Words Per Page
3% - 5% Keyword Density
Keyword-Rich links to your page/article
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16. Optimizing Your Press Release OCPRA Summer Conference
Natural Writing
Write for people, not machines
Focus your message
Use the language of your audience
Use - but don’t overuse - anchor text links
Add a photo & add your key phrase at the
beginning of the photo caption
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17. Optimizing Your Press Release OCPRA Summer Conference
Natural Writing
Have a specific audience in mind
• Who is the audience?
• What is the press release about?
• Where will it have the most effect?
• When is the best time to distribute it?
• Why should my audience care?
Share your content socially
Write naturally
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18. Content Marketing OCPRA Summer Conference
How Should You Proceed?
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19. The Two Approaches OCPRA Summer Conference
Shot Gun Surgical
The nation must be prepared Not by strength, but by guile.
to see heavy casualty lists.
•Quality is irrelevant •Quality is all that matters
•Quantity is everything •Quantity is less important
•Employs high numbers of •Employs use of highly-
interns and enter-level trained creatives to
writers to game the produce excellent content
system
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20. The Two Approaches OCPRA Summer Conference
Shot Gun Surgical
Tools Tools
•Blog Spamming •Blogging
•Blog Networks •Guest Posts
•Link Wheels •Interactive Content
•Paid Links •Infographics
•Article Marketing •Link Baiting
•Paid Votes/Views •Asset Building
•Photography/Video
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21. Stepping Away From “Search” OCPRA Summer Conference
Search Is More Social Now
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22. Stepping Away From “Search” OCPRA Summer Conference
Are These Search Engines?
Facebook 901 Million
Google+ 240 Million
Twitter 210 Million
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23. Stepping Away From “Search” OCPRA Summer Conference
Google Love from Google+
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24. Stepping Away From “Search” OCPRA Summer Conference
Google Love from Google+
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25. Stepping Away From “Search” OCPRA Summer Conference
Bing Integrates Facebook
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26. Stepping Away From “Search” OCPRA Summer Conference
Bing Integrates Facebook
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27. Stepping Away From “Search” OCPRA Summer Conference
YouTube As Search
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28. Stepping Away From “Search” OCPRA Summer Conference
YouTube As Search
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29. Stepping Away From “Search” OCPRA Summer Conference
YouTube As Search
@giovanni
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30. Stepping Away From “Search” OCPRA Summer Conference
YouTube As Search
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31. Stepping Away From “Search” OCPRA Summer Conference
YouTube As Search
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32. Stepping Aways From “Search” OCPRA Summer Conference
Caring For Your Brand
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33. Branding Consistency OCPRA Summer Conference
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34. Now Let’s Get Going OCPRA Summer Conference
Tips for Increasing Search Visibility
•Brand Consistency - Push/Promote Social Profiles
•Back Linking
•Social Posts are Time Sensitive
•Make Content Public
•Put Keywords In The Right Place
•Optimize Your Multimedia
•Run Your Social Media Profiles Well
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35. Optimizing Content for Search & Social OCPRA Summer Conference
Tips for Increasing Search Visibility
•Use Magnetic Words In Your Titles
•Keep Your Titles Brief
•Add Attractive Keywords and META Data
•Use Attention-Grabbing Images
•Add Social Sharing Buttons Everywhere
•QUALITY over quantity
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36. Words of Warning OCPRA Summer Conference
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37. Watch Out For Old “Best Practices” OCPRA Summer Conference
Penguin & Panda
•Code names for Google changes to its search algorithm
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38. Watch Out For “Best Practices” OCPRA Summer Conference
Panda
This update is designed to reduce rankings for low-quality
sites—sites which are
•low-value add for users
•copy content from other websites
•sites that are just not very useful
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39. Watch Out For “Best Practices” OCPRA Summer Conference
Panda
At the same time, it will provide better rankings for high-
quality sites—sites with
•original content
•original information
•research
•in-depth reports
•thoughtful analysis and so on.
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40. Watch Out For “Best Practices” OCPRA Summer Conference
Penguin
•Algorithm change
•Targeted at spam
•Decrease rankings for sites that Google believes are
violating their existing quality guidelines
Black hat SEO tactics like keyword stuffing (long considered
web spam) would get a site in trouble, but less obvious
tactics (link incorporating irrelevant outgoing links into a page
of content) would also cause Penguin to flag your site.
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41. Watch Out For “Best Practices” OCPRA Summer Conference
Who Got Hit?
Google has also mentioned sites like
Wikipedia and the New York Times!
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42. What Does This Mean? OCPRA Summer Conference
What Does This Mean?
•Much of what we’ve been doing in the past is now
suspect
•Google is constantly looking to deliver quality results to
users
•When they can, Google makes changes to their algorithm
in an effort to improve the over quality of search results for
users
•DO NOT look for “best practices” that recommend
quantity over quality
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43. Analytics OCPRA Summer Conference
Measuring Your Results
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44. Measuring Results OCPRA Summer Conference
Facebook
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45. Measuring Results OCPRA Summer Conference
YouTube
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46. Measuring Results OCPRA Summer Conference
Google
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47. Upcoming Talks OCPRA Summer Conference
07.10 Facebook Tips, Tricks, & Hacks for Tech Start-Ups Plano,
TX [search: gravity center dallas]
07.14 To Tweet Or Not To Tweet Dallas, TX
[search: art professionals texas]
07.18 Integrating Social Media with Email Marketing Dallas, TX
[search: rowdfw]
07.25 Kickstart Your Event With Social Media Fort Worth, TX
[search: fort worth initiative]
more dates at http://LiveLoudTX.tumblr.com
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48. Questions? OCPRA Summer Conference
Thank You
Questions?
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49. Thank You OCPRA Summer Conference
Download this presentation!
http://LiveLoudTexas.com/preso
Giovanni Gallucci
giovanni@LiveLoudTexas.com
469.682.6978
http://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plus
facebook: http://www.facebook.com/LiveLoudTexas
linkedin: http://linkedin.com/in/LiveLoudTX
tumblr: http://LiveLoudTX.tumblr.com
twitter: http://twitter.com/giovanni
youtube: http://youtube.com/LiveLoudTX
@giovanni
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