SEO Boot Camp Using Paid, Earned and Owned Media to Surface Content for … · 2020-01-01 ·...
Transcript of SEO Boot Camp Using Paid, Earned and Owned Media to Surface Content for … · 2020-01-01 ·...
#powerofPR@msamec
SEO Boot CampUsing Paid, Earned and Owned Media to Surface Content for SEO Mike Samec Vice President of Digital Strategy G&S Business Communications
#powerofPR@msamec
Paid, Owned and Earned Media
Owned
Earned Paid
#powerofPR@msamec
Paid, Owned and Earned Media
Owned
Earned Paid
• Website• Blog• Social Channels
#powerofPR@msamec
Paid, Owned and Earned Media
Owned
Earned Paid• Reviews• Social
media feeds• Articles
• Website• Blog• Social Channels
#powerofPR@msamec
Paid, Owned and Earned Media
Owned
Earned Paid• Social ads• Sponsored
content• Paid Search
• Reviews• Social
media feeds• Articles
• Website• Blog• Social Channels
#powerofPR@msamec
Owned Media
Owned
Earned Paid
#powerofPR@msamec
Control Your Destiny
Owned
Earned Paid
#powerofPR@msamec
Red Flag - you aren’t ranking for branded search terms!
Owned
Earned Paid
#powerofPR@msamec
Google Search Console
Owned
Earned Paid
#powerofPR@msamec
Where Do You Want to be?
Owned
Earned Paid
#powerofPR@msamec
Branded and non-branded terms
Owned
Earned Paid
Branded• Dogaholics dog groomers• Dogaholics pet store• Dogaholics dog toys Non-branded• Dog groomers• Pet stores• Dog toys
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Brainstorm
Owned
Earned Paid
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Start with Keyword Research
Owned
Earned Paid
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Don’t be stuck in the middle of nowhere
Owned
Earned Paid
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Fish Where The Fish Are
Owned
Earned Paid
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Pick the Page to Rank
Owned
Earned Paid
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Think in 3D
Owned
Earned Paid
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Are You Worthy?
Owned
Earned Paid
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How to know your content is good
Owned
Earned Paid
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Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
S
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
Triggers
S T
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
Triggers Emotion
S T E
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
PublicTriggers Emotion
S T E P
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
PublicTriggers PracticalEmotion
S T E P P
#powerofPR@msamec
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
Six STEPPS to Go Viral!
Social Currency
PublicTriggers PracticalEmotion Stories
S ST E P P
#powerofPR@msamec
Six STEPPS to Go Viral!
Social Currency
PublicTriggers PracticalEmotion Stories
S ST E P P
Viral
Source: Jonah Berger, Wharton School, Univ. of Pennsylvania
Owned
Earned Paid
#powerofPR@msamec
How to own Owned
Owned
Earned Paid
• Ensure your site is indexed. Install Google search console
• Add your street address to website. Store hours for retail/consumer
• Create social channels!
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Earned Media
Owned
Earned Paid
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Extend Your Reach
Owned
Earned Paid
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Third Party Credibility
Owned
Earned Paid
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Sentiment
Owned
Earned Paid
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Identify Key Influencers
Owned
Earned Paid
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Other Resources
Owned
Earned Paid
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Who already ranks?
Owned
Earned Paid
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Competitor Intel
Owned
Earned Paid
#powerofPR@msamec
Find Social Followers
Owned
Earned Paid
#powerofPR@msamec
Pitch It
Owned
Earned Paid
#powerofPR@msamec
Article Pick-Up
Owned
Earned Paid
#powerofPR@msamec
Owned
Earned Paid
Earn Earned• Create share-worthy content
• Tell a story
• Pitch it!
#powerofPR@msamec
Paid Media
Owned
Earned Paid
#powerofPR@msamec
Go Live Faster
Owned
Earned Paid
#powerofPR@msamec
Extend Your Reach
Owned
Earned Paid
#powerofPR@msamec
Boost on Social
Owned
Earned Paid
#powerofPR@msamec
Paid does show up in Search
Owned
Earned Paid
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Don't forget Bing
Owned
Earned Paid
#powerofPR@msamec
Social channels have Search too
Owned
Earned Paid
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Pay to Own
Owned
Earned Paid
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Buying Paid• Extend reach, faster
• Social ads can earn attention
• Paid search to promote, block competitors
• Don’t forget sites other than Google
Owned
Earned Paid
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Bringing It All Together
#powerofPR@msamec
Your 3-step Plan to using Owned, Earned and Paid
• Start with owned because, you own it
• Earn it. Tell a story worth sharing
• Pay up. Increase your reach and opportunity through strategic purchases
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