Search Leveraged PR Workshop 6.5.12
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Search Leveraged Public Relations
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Transcript of Search Leveraged PR Workshop 6.5.12
Search Leveraged Public Relations
Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
Agenda • Background on Search
• How Events Shape Search Results
• Search Strategies
• SEO
• PPC
• Crises and Search
• Resources
A Few Search Stats
80% of users click on organic listings
(50% of users ignore paid ads)
73% 23% 4%
YAHOO + BING
ASK
Market share of search engines 75% of users never scroll past the
first page of search results
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day
To put that into perspective…
Paid Results
Organic Results
Search Engine Results Page (SERP) Search Query
But…
• Breaking News Drives Online
Searches
• Breaking News Fuels Growth Of
Online Content
• Competitors, Lawyers, and Injured
Parties First to Post
I’m in PR, Why Should I Care?
Breaking News Drives Online Searches
www.google.com/insights/search/
Search Strategies
Search Engine
Optimization
(SEO)
Pay-Per-Click
(PPC)
PPC (Pay-Per-Click)
• Client’s Agency Runs
• Advertisers Pay Engines
• Ads based on Keywords
• Bid/Auction System
• Ads go live immediately
SEO Has Three Core Components
Content Code Connections
Press Releases
• Press Releases are Web Pages
• Same SEO Rules Apply
– Keywords
– Good Content
– Juicy Backlinks
• Help Dominate the SERPs
• Link Directly to Conversion Page
Elements of Press Release
1. Title
2. Summary
3. Body
4. About the Company
(Boilerplate)
5. Press Contact
Title: Include the keyword phrase in the title
Summary: synopsis of the press release using 1-2 secondary keywords
Body
• 1-2 quotes/testimonials
• 3-4 keyword phrases
• Keyword rich links
• Links to home page
• Links to social networks
About the Company (Boilerplate): • Your standard boilerplate should be optimized for search using keywords and links • Include a link to your homepage in the summary (preferably in anchor text.)
Managing Crisis Online
2
1
1.8 Million Pages on the Web
8,405 Blog Posts
1.95 Million Pages on the Web
6,750 Blog Posts
Peanut Butter Recall Spinach / Lettuce Recall
Competitors, Lawyers, and Consumer Action
Groups are Often First to React
2
2
Get Out In Front of the Issue • The Moment Information is Available, Make it Findable:
• Optimize PR’s
• Launch PPC campaigns
• Route all info to PR’s, official statements (away from negative info)
• Use Site, Sound and Motion for Maximum Impact
• Youtube, Facebook, Twitter
• Videos of official statements, rebuttals, corrections
• Target Searches and Content in Post-Event Proactive Branding
Campaigns:
• Launch micro-site targeted toward the issue
• Get the Word Out about Positive Community Relations
• Use the above to lead with any positive press
• Community relations, corporate governance, charity work
Make it Findable
2
4
Wal-Mart funnelled searches for its class action
discrimination lawsuit to a target portion of it’s site
that addressed the claims.
Video Statements
2
5
“JetBlue Stories”
Jet Blue passengers were stranded on the tarmac at JFK leading frustrated customers to post videos on YouTube.
JetBlue’s Founder responded by posting an apology on YouTube, which became one of the Top Ten Most Viewed Videos of the week
His apology received more than 85K views in 48 Hours and 272K total views to date.
“JetBlue Apology”
Proactive Branding Campaigns
splenda facts
The “Splenda Truth” campaign was set up to counter
negative press coming from the “Truth About Splenda”
Positive Wins – Community Relations
2
7
Tools & Resources
Keyword Research: http://tools.seobook.com/keyword-tools/seobook/
Beginners Guide to SEO: http://www.seomoz.org/beginners-guide-to-seo
SEO Copy Writing: http://451heat.com/2010/12/03/how-to-write-a-press-release-
wearing-an-seo-hat/
Industry Insights and Trends: www.google.com/insights/search/
Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
