Learn how to leverage your client’s media exposure for increased search engine visibility. This includes insight on the importance of targeted keywords and website content, as well as how earned media influences search engine rankings.

1. Helping businesses succeed online.
PR & SEO: A MATCH MADE IN HEAVEN
@searchinfluence @paulalmkeller Confidential, Property of Search Influence, LLC © 2016

2. Confidential, Property of Search Influence, LLC © 2016
PR & SEO: A MATCH
MADE IN HEAVEN
Paula Keller
Director of Account
Management
Public Relations Association of Louisiana
May 2016 Luncheon
@searchinfluence @paulalmkeller

3. SEARCH INFLUENCE
Helping customers successfully market online since 2006.
Search Influence
• 90 full and part-time
employees
• 120 contract writers
• Google AdWords & Analytics
Certified Staff
• Google Certified Partner
Reputation
• 2011 Inc. 500 honoree
• 2013 Inc. Hire Power Winner
• Recognized leader in search and social
for local business
• Two decades in online media
• Best Places to Work, 2014
ABOUT
@searchinfluence @paulalmkeller

4. LOCAL CLIENT Sample
@searchinfluence @paulalmkeller

5. ● LSU Marketing Grad
● New Orleans Native
● “Influencer” since 2009
● Google AdWords Certified
● Love dining out and cooking in
PAULA KELLERABOUT ME
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

6. Search Engine Optimization (SEO) is the process
of influencing the visibility of a website in a
search engine’s organic search results.
WHAT IS “SEO?”
@searchinfluence @paulalmkeller

7. UNDERSTANDING
SEARCHRESULTS
PAID
Search
Results
ORGANIC
Search
Results
LOCAL
Search
Results

8. IS SEO WORTH
THE EFFORT?
37% of clicks go to the #1 position
60% of clicks go to the top 3
90% of clicks go to sites on page 1

9. ● Content heavy
● Outreach in a must in a 2016 SEO strategy
● Leveraging existing relationships & creating new
● It’s what Google wanted all along
@searchinfluence @paulalmkeller
“Brands are how you sort out the cesspool of the Internet”
- Eric Schmidt, 2008
PR PROS NATURALLY HAVE SEO
SKILLS

10. MINI CASE STUDY
DAVID CARRIER:
THE POWER OF A BRAND
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

11. @searchinfluence @paulalmkeller

12. 6 PLACES TO GET LINKS &
BUILD AUTHORITY
1. Sites that already rank for your targeted keywords &
topics
2. Historical media mentions & brand mentions
3. Future media mentions
4. Online press release distribution
5. “Local” (not just to NOLA) directories
@searchinfluence @paulalmkeller@searchinfluence @paulalmkeller

13. @searchinfluence @paulalmkeller

14. @searchinfluence @paulalmkeller

15. @searchinfluence @paulalmkeller

16. @searchinfluence @paulalmkeller

17. 1. Keywords - or topics
2. Content - the website
3. Connections - link & authority building
Lather, Rinse, Repeat!
SEO 101
@searchinfluence @paulalmkeller

18. KEYWORD & TOPIC RESEARCH
Don’t Guess! Use FREE Tools.
Google AdWords
https://adwords.google.com/KeywordPlanner
Google Trends
http://www.google.com/trends/
@searchinfluence @paulalmkeller

21. Keyword
Avg. Monthly
Searches
things to do in new orleans 40500
new orleans events 5400
new orleans things to do 4400
concerts in new orleans 2900
new orleans concerts 2400
events in new orleans 2400
things to do new orleans 1900
new orleans opera 1000
live music new orleans 880
new orleans theater 720
concerts new orleans 480
new orleans entertainment 480
new orleans live music 480
new orleans music venues 390
events new orleans 390
things to do in new orleans la 390
shows in new orleans 320
new orleans shows 320
theaters in new orleans 320
new orleans ballet 320
@searchinfluence @paulalmkeller

22. Confidential, Property of Search Influence, LLC © 2016
ON-SITE
CONTENT
@searchinfluence @paulalmkeller

23. @searchinfluence @paulalmkeller

24. PLAN YOUR
CONTENT:
TOPICS
Opera
Concerts
Ballet
Live Music
Music Venues
Event Venue
Theatre HOMEPAGE
Event Rental
Things to Do
@searchinfluence @paulalmkeller

25. PLAN YOUR
CONTENT:
SPECIFICS
• What makes the business unique?
• Everyone can say they have
“Great customer service” – why
is it great?
• Purchase / reservation process
• Cost
• Expectations
• Examples
• Dress code
@searchinfluence @paulalmkeller

26. @searchinfluence @paulalmkeller

27. @searchinfluence @paulalmkeller
ANSWERTHEPUBLIC.COM

28. CRAFT
YOUR
CONTENT
Google looks to certain elements
on the page for clues on what the
page is about.
Google will reward you if all on-site content
is unique and high quality.
Include the specific topic in all available
elements of the page including:
• TITLE TAGS
• META DESCRIPTIONS
• ON-PAGE HEADINGS
• ON-SITE CONTENT
• ~500 words
• IMAGE ALT TAGS
@searchinfluence @paulalmkeller

29. TITLE TAG
Visible:
1. At the top of the
browser window
2. In search results as the
blue / bold title
@searchinfluence @paulalmkeller

30. META DESCRIPTION
Built into the HTML of a webpage and acts
as a summary or description of that page’s
content.
The Meta Description is also displayed in the 2
lines of black text on a SERP.

31. PAGE HEADINGS (H1s & H2s)
Heading tags create structure and provide visual cues to the reader.
@searchinfluence @paulalmkeller

32. ON-PAGE CONTENT
@searchinfluence @paulalmkeller

33. OTHER TYPES OF CONTENT
ON-SITE & OFF-SITE
● Photos and other images
● Videos
● Press releases
● Social media posts
● White papers, guides and ebooks
@searchinfluence @paulalmkeller

34. Confidential, Property of Search Influence, LLC © 2016
CONNECTIONS:
LINK & AUTHORITY
BUILDING
@searchinfluence @paulalmkeller

35. 5 PLACES TO GET LINKS &
BUILD AUTHORITY
1. Sites that already rank for your targeted keywords &
topics
2. Historical media mentions & brand mentions
3. Future media mentions
4. Online press release distribution
5. “Local” (not just to NOLA) directories
@searchinfluence @paulalmkeller

36. @searchinfluence @paulalmkeller
#1: SITES THAT RANK FOR YOUR
KEYWORDS
GET TO KNOW
YOUR “SERP”

37. ● Trip Advisor
● Eater
● NOLA.com
● NewOrleansOnline
● NewOrleansRestaurants
● Zagat
● Open Table
● Thrillist
@searchinfluence @paulalmkeller

38. #2: EARNED MEDIA & BRAND MENTIONS
1. Review Cision / other reports of
historically earned media
2. Use my Google trick to find
additional brand mentions (see next
3 slides)
@searchinfluence @paulalmkeller

39. GOOGLE
TRICK:
“Business Name” -
inURL:yourclient.com
Review top 10 pages of
results for mentions
@searchinfluence @paulalmkeller

40. GOOGLE
TRICK:
“Business Name” -
inURL:yourclient.com
Review top 10 pages of
results for mentions
@searchinfluence @paulalmkeller

41. GOOGLE
TRICK:
“Business Name” -
inURL:yourclient.com
Review top 10 pages of
results for mentions
@searchinfluence @paulalmkeller

42. #3: FUTURE MEDIA MENTIONS
● Just ask for a link!
● Some sites’ editorial standards won’t
allow it, MOST WILL!
● Provide “deep” URLs (not just the
homepage)
@searchinfluence @paulalmkeller

43. @searchinfluence @paulalmkeller
#4: ONLINE PR DISTRIBUTION
@searchinfluence @paulalmkeller

44. #5: LOCAL DIRECTORIES
Not just “local” to New Orleans
@searchinfluence @paulalmkeller

45. USE A CONSISTENT “NAP”
Name
Address
Phone#
Website
@searchinfluence @paulalmkeller

46. @searchinfluence @paulalmkeller

47. MAKE AN ACTION PLAN
1. Create specific content around targeted topics
2. Review linking opportunities & prioritize sites for outreach
a. Sites that already rank for your targeted keywords & topics
b. Historical media mentions & brand mentions
c. Future media mentions
d. Online press release distribution
e. “Local” (not just to NOLA) directories
Confidential, Property of Search Influence, LLC © 2016@searchinfluence @paulalmkeller

48. THANK YOU!
PAULA KELLER
Search Influence, LLC
935 Gravier St STE 1300
New Orleans LA 70112-1608
(504) 208-3900
http://www.searchinfluence.com/