1. OPTIMIZING YOUR ONLINE PR
STRATEGY FOR SEARCH & SOCIAL
Stoney deGeyter
stoney@polepositionmarketing.com @StoneyD
@PolePositionMkg
2. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Stoney deGeyter
stoney@polepositionmarketing.com @StoneyD
@PolePositionMkg
3. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Print Readers are Purposeful
4. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Web Readers Have a Lack of Focus and Intent
5. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Internet Readers are Highly Distractible
6. HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Internet Readers are Usually Multi-tasking
7. The Internet is Highly Competitive When it Comes to Content
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
8. Three Major Considerations for Online Content
HOW PRINT AUDIENCE DIFFERS FROM WEB AUDIENCE
Search Social
Conversions
Engines Media
Good Content Accomplishes all Three
9. GOALS OF ONLINE PR
Stoney deGeyter
stoney@polepositionmarketing.com @StoneyD
@PolePositionMkg
17. Keywords Don’t Always Mean What We Think
BACKGROUND RESEARCH
cordless cordless
telephone telephone
headset headset
Sandwich Duffel Worms Bean Sleeping Lady
18. Knowing Your Audience
BACKGROUND RESEARCH
Searcher Interest Need
Business Education Strategy
Students Information Direction
Hobbyists Ideas Community
A SEARCHER who has an INTEREST in a specific NEED
19. Target Entire Audience, Not Just Journalists
BACKGROUND RESEARCH
Researchers Shoppers Buyers
Researchers Shoppers Buyers
Purpose: Purpose: Purpose:
Looking for Comparing Looking at
information Products Specifics
21. Grab Their Attention
CRAFTING THE STORY
Do they see their
keywords?
Does the headline pop?
Does your intro draw
them in?
22. Make it Interesting
CRAFTING THE STORY
Different
Unique
Approach
Compelling Valuable
23. Title Tags
CRAFTING THE STORY
Influences
Rankings
Drives Provides
Initial Label for
Click Browser
*63 Character Limit
24. Meta Description
CRAFTING THE STORY
20-40 word page
summary
Substantially unique
Compelling
Not needed on
every page
25. Keyword Integration
CRAFTING THE STORY
colored marbles text red marblestext text
text text text red marbles text text text
text skeif mule text text
jump rope text red marbles text text text
rubbermarbles text mule text text text
Green balls text red marbles text text
skeif mule text text red marbles text text
text text text text text text text text text
text green marbles text text text text text
red marbles text text text text
skief mule text
text rubber balls text text text text text
text text text text text text text text text
skief text text mule text
text text text red marbles text text text
text jump mule text text text texttexttext
colored marbles text green balls texttext
text red marbles text text text text text
skief rope text rubber marbles text
text text text text colored jump mule text
text text text text text
skief rope text
text text text text text textmarbles text
Red
Green
RubberRed marbles
marbles
balls
marbles
Colored
Jump
marbles
rope
Tight keyword focus.
Too many keywords
Focused keywords!
26. Use Images to Draw Visitors into Content
CRAFTING THE STORY
29. Add Links!
CRAFTING THE STORY
Increase Integrate
Drives Traffic
Engagement Keywords
30. How to Please Everyone
CRAFTING THE STORY
Visually
Bullet
Headlines Bolding Links
points
Textually
Links to Customer
To the point
supportive info centric
Semantically
Keyword Usage Active Text Calls to Action
34. Social Pushing
BROADCASTING YOUR MESSAGE
Can you create a compelling call to action and set expectations while
inspiring the click in less than 140 characters? Cause you'll need to.
35. RSS Feeds
BROADCASTING YOUR MESSAGE
Not Lost in
Chatter
Reader’s
Convenience
Pull
Technology