Tagged as: SEO

Here are three easy tips for optimizing your PR content for better results: 1. Go long. Many PR pros got used to writing short content because press release services provided a surcharge if copy ran over 400 words. Google now scans short content and assumes it doesn’t contain much useful information. The result is that shorter content doesn’t rank as well. It’s now better to “go long,” says SEO-PR Chief Executive Greg Jarboe, citing a favorite football phrase. “Go ahead and write 600 to 800 words—whether for a press release, blog post or summary of a white paper behind a paywall.” Watch the PR University webinar “The New SEO for PR: Skyrocket Reach and Budget with Optimized Content” to learn how to vault your brand or news to the top of today’s search rankings. 2. Use synonyms. Google will penalize you for keyword stuffing, which is using the same search term repeatedly in copy. It rewards what has always been a good writing practice: the use of synonyms. “If you’re going to use one word or phrase in the first sentence, use a variation in the second sentence or graph,” Jarboe says. “Google understands what synonyms are and rewards them as good writing that’s more likely to be of interest to readers. The result is a higher ranking.” 3. Get visual. You’re missing a huge SEO opportunity if you aren’t adding photos and videos to your content. Over 55 percent of Google search results now include videos and over 40 percent include photos, according to Jarboe. The most important element to optimize in photos is your caption. Make sure to plant your two- or three-word key phrase at the beginning of your caption copy, Jarboe says. “The same rule applies to YouTube titles. They can only be 100 characters long, so make sure your key phrase is at least in the front third of your title.” Jarboe’s big SEO takeaway for PR pros is that your normal writing skills are more of an asset now than ever before, because Google rewards well-written content. So, stop writing for what you thought Google wanted—and start writing well again. Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. SEO-PR’s Greg Jarboe and Rutgers University’s Peter Methot discussed more search engine marketing tactics in the PR University webinar, “The New SEO for PR: Skyrocket Reach and Budget with Optimized Content.[/vc_column_text][/vc_column][/vc_row]" ["post_title"]=> string(55) "3 SEO tips to rank highly with Google’s latest update" ["post_excerpt"]=> string(171) "Google’s Panda 4.2 algorithm rollout, which began over the weekend, continues Google’s commitment to rewarding high-quality, user-focused content with higher rankings." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(52) "3-seo-tips-to-rank-highly-with-googles-latest-update" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2015-11-03 21:58:27" ["post_modified_gmt"]=> string(19) "2015-11-04 03:58:27" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(29) "http://pru.prdaily.com/?p=943" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" } } ["post_count"]=> int(10) ["current_post"]=> int(-1) ["in_the_loop"]=> bool(false) ["post"]=> object(WP_Post)#1449 (24) { ["ID"]=> int(3228) ["post_author"]=> string(3) "117" ["post_date"]=> string(19) "2017-06-01 14:48:21" ["post_date_gmt"]=> string(19) "2017-06-01 19:48:21" ["post_content"]=> string(5277) "It’s hard to keep up with the latest comments, criticism or even compliments about your brand. It’s even harder to spot simmering online crises or quell rapid-fire social media attacks. Learn how to quickly pinpoint—and react to—potential problems when every second counts. You’ll finish armed with the latest management protocols, social media monitoring tools, rapid-response procedures and a refreshing “ASAP” mindset you can use to protect and promote your brand on social media. Noon–1 p.m. Central time Session 1: Social media strategy Create a responsive social strategy on a shoestring budget Even in today’s hypersocial world, some organizations still don’t take the time to create a winning social media strategy that keeps them one step ahead of brand threats and opportunities. It can be a struggle to be successful when you’ve got no plan, no budget, no dedicated resources and no technology to support you. This session will show you how to create a plan that prepares you to react to negative comments or posts on the fly. You'll discover what a strong, reactive social media strategy looks like—and how it can help you take timely stands on breaking national issues and news. You'll learn:
  • How to craft a responsive social media strategy with a limited budget
  • How to ensure your strategy aligns with your organization's mission
  • How to spot, prepare and react to angry customers—before they erupt
  • How to take stands on controversial topics already driving social buzz
  • How to know what qualifies as an online crisis—and what doesn't
  • Which responders to activate when bad news breaks—and how they should engage on social media
Heather Garcia-Meza is a marketing strategist and former VP of marketing at Vendini. Michelle Killebrew is CMO at Nomiku   1:15–2:15 p.m. Central time Session 2: Social media listening and monitoring Proving ROI and protecting online reputation in real time  A PR crisis can spread on social media like wildfire. To stay on top of a potentially reputation-damaging situation, you need to monitor and measure what people are saying online in real time. Join this session to take your social media listening to the next level. You’ll learn not only how track and prove ROI for your social media efforts, but also how to spot threats  and opportunities as they develop. You'll also learn how your monitoring efforts can—and should—guide your organization's social media responses to breaking news, simmering crises and sudden brush fires. You'll learn:
  • The best low-cost real-time social media listening and monitoring tools
  • How social listening can help you identify patterns, track sentiment, analyze individual comments, identify influencers and view overall themes that are driving results
  • How social media disasters threaten profits
  • How social measurement can help you rebuild and repair your brand’s reputation
  • Quick tricks to monitor social media for emerging threats or opportunities
  • Deciphering the data: How to determine the scale of your problem and interpret results so you can squash crises quickly
  • Mistakes to avoid: Best and worst practices from recent PR blunders
Laura Wilson is senior director of digital engagement and social media at Georgetown University.   2:30–3:30 p.m. Central time Session 3: Real-time reacting Create a strategy to respond to crises and find opportunities in real time If you’ve followed the news at all this year, you’ve likely seen a story about an airline—and it probably hasn’t been a positive one. Now more than ever, especially in the airline industry, we’re seeing the need for a real-time social strategy. Whether it’s responding to a crisis or a viral video, or finding opportunities to engage with customers in the moment, Adam Hernandez will show you how to develop and execute a real-time reactive strategy on social media.
  • Preparedness: How to set up a framework ahead of time for responding to a crisis
  • Listening: How to identify and prepare for possible crisis situations as they arise
  • Communication: How to get all major stakeholders in the same conversation in the same place
  • Unification: How to ensure your reaction to the crisis is consistent across all channels
  • Resolution: What to do when the dust settles—and how to know when it has
Adam Hernandez is a social business specialist at Southwest Airlines." ["post_title"]=> string(96) "Real-Time Social Media: How to React Instantly to Online Crises and Opportunities Virtual Summit" ["post_excerpt"]=> string(575) "It’s hard to keep up with the latest comments, criticism or compliments about your brand. It’s even harder to spot simmering online crises or quell rapid-fire social media attacks. Join this session to learn how to quickly pinpoint—and react to—potential problems and opportunities when every second counts. You’ll leave armed with the latest management protocols, social media monitoring tools, rapid-response procedures and a refreshing “ASAP” mindset you can use immediately to protect and promote your brand on social media at the speed of like (or unlike)." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(6) "closed" ["ping_status"]=> string(6) "closed" ["post_password"]=> string(0) "" ["post_name"]=> string(95) "real-time-social-media-how-to-react-instantly-to-online-crises-and-opportunities-virtual-summit" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2017-06-08 15:59:46" ["post_modified_gmt"]=> string(19) "2017-06-08 20:59:46" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(54) "http://pr-university.com/?post_type=events&p=3228" ["menu_order"]=> int(0) ["post_type"]=> string(6) "events" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" } ["comment_count"]=> int(0) ["current_comment"]=> int(-1) ["found_posts"]=> string(2) "14" ["max_num_pages"]=> float(2) ["max_num_comment_pages"]=> int(0) ["is_single"]=> bool(false) ["is_preview"]=> bool(false) ["is_page"]=> bool(false) ["is_archive"]=> bool(true) ["is_date"]=> bool(false) ["is_year"]=> bool(false) ["is_month"]=> bool(false) ["is_day"]=> bool(false) ["is_time"]=> bool(false) ["is_author"]=> bool(false) ["is_category"]=> bool(false) ["is_tag"]=> bool(true) ["is_tax"]=> bool(false) ["is_search"]=> bool(false) ["is_feed"]=> bool(false) ["is_comment_feed"]=> bool(false) ["is_trackback"]=> bool(false) ["is_home"]=> bool(false) ["is_404"]=> bool(false) ["is_embed"]=> bool(false) ["is_paged"]=> bool(false) ["is_admin"]=> bool(false) ["is_attachment"]=> bool(false) ["is_singular"]=> bool(false) ["is_robots"]=> bool(false) ["is_posts_page"]=> bool(false) ["is_post_type_archive"]=> bool(false) ["query_vars_hash":"WP_Query":private]=> string(32) "e8507f82021674734bcf6a2aebee550d" ["query_vars_changed":"WP_Query":private]=> bool(true) ["thumbnails_cached"]=> bool(false) ["stopwords":"WP_Query":private]=> NULL ["compat_fields":"WP_Query":private]=> array(2) { [0]=> string(15) "query_vars_hash" [1]=> string(18) "query_vars_changed" } ["compat_methods":"WP_Query":private]=> array(2) { [0]=> string(16) "init_query_flags" [1]=> string(15) "parse_tax_query" } } -->
Search Engine Optimization (SEO)

Google for Communicators Virtual Summit: Expert led training in SEO and Google Analytics

Uncover the power of Google Analytics and master modern SEO best practices in this one-of-a-kind virtual summit. PR pros are increasingly tasked with showing tangible results for their efforts—and effective PR campaigns start with meaningful data used right from the start. Learn to become more strategic, understand relevant metrics and use data to your advantage and master SEO to drive exposure.

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Search Engine Optimization (SEO)

The Google Playbook: How to master SEO, analytics, adwords and G+ Hangouts

Google’s tools touch every facet of digital communications—from increasing visibility via search, to tracking and raising ROI for campaigns via Google Analytics and Adwords, to engaging followers on Google Plus. But keeping up with Google’s latest changes can be challenging.

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Media Relations

Turn media into money: How to use media relations to increase SEO and leads

Want new ways to find and pitch top journalists on the “big three” - Twitter, Facebook and LinkedIn—and on newer surging channels like Tumblr, Medium, Instagram and Vine? Join this session with Spin Sucks Founder Gini Dietrich to learn how to turn your social media presence into a story-generating machine.

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Content Marketing

The science of viral communications

Viral campaigns are the holy grail of communications, but "going viral" has always been left to chance—until now! New research has uncovered the high-arousal emotions that drive virality—and a six-step method for weaving them into copy and content. Join us for this webinar and master the process so your next campaign reaches millions.

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Media Training

The new SEO for PR: How to Skyrocket reach and budget with optimized content marketing

A 60-minute training webinar with a bonus live Q&A featuring Greg Jarboe, co-founder of SEO-PR. Did you know that Google Panda gives PR amazing new power by rewarding quality optimized content? Would you like to learn new SEO strategies guaranteed to increase content marketing and social media results—while boosting digital ROI? Join us and learn: New SEO techniques to boost search rankings How to master social media and mobile search How to integrate SEO and content marketing into the same PR strategy and budget New ways to use content to generate traffic and sales

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