©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may.

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Practical Tools for Increasing Trafficto Your Corporate Website

Lee Odden - CEOTopRank Online Marketing

toprank.org

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Company YadaYada

• Consulting• Speaking• Blogging

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Content Optimization• Newsroom Usability• Content / Promotion

Matrix

Agenda for Increasing Traffic

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

“Nearly half of all journalists report visiting a corporate website or online newsroom at least once a week.” *

“More than 85% report visiting a corporate website or online newsroom at least once a month.” *

* Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey

Why Optimize for PR?

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Content Optimization (SEO)

Push Pull

• Newswire• RSS• Pitching/Blogger Relations• Social Media Engagement

• Standard Search• News Search • Blog Search• Media Search

Optimization

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

SEO Considerations

Content Links

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Content Optimization (SEO)

Basic SEO Principles:1. Content is reachable by search engines

2. Content is added often/periodically

3. Content is organized logically

4. Keywords exist in content and internal text links

5. Quantity of quality incoming links - keywords

6. Analytics and tracking to monitor, adjust

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Content Optimization (SEO)

Basic Keywords/Links SEO is Not Enough!

SEO Triple Threat:• Optimization• Link Building• Promotion

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Keyword Research Tools• Google AdWords Tool• Microsoft Keyword Forecast• Seodigger.com• KeywordDiscovery.com• Wordtracker.com• Spyfu.com• Web analytics (referring keywords)• Site search logs

Content Optimization (SEO)

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Keyword Research Tools

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Keyword Research Tools

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Create keyword glossary

• Map keywordsto content

Keyword Research

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Press releases / news releases• Online op-eds / letters to the editor• Online newsrooms and media kits• Other corporate site content that references PR• Blogs• Reports / white papers• Email newsletters• Social networks and profiles• Interviews (coach interviewee on keywords)• Podcasts / Internet radio shows

PR Content to Optimize

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

On Site• Press Releases• Online Media Room• Blog

PR Content to Optimize

Off Site• Social media profiles

(Twitter, Stumbleupon, Delicious)

• Social networking profiles (LinkedIn, Facebook)

• Blog

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Give them something to link to!• Embed links in press releases• Cross link• Social bookmark pickups• Submit to directories• Publish a blog

Linking Tips

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Marketleap Link Popularity• Yahoo Site Explorer• Google Webmaster Central• Microsoft Webmaster Tools

Linking Tools

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Linking Tools

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Linking Tools

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Analyze the current link environment• Develop a link building plan• Assess competitor link activity for opportunities• Sources linking to high ranking sites may link to

you as well• Analysis of what is working for others can work

for you

Linking Tips

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Easy to find contact info• Segment news types, topics• Segment media/content types: video, podcast,

images, webinar, white paper• Exec bios and images• RSS subscription (and RSS to Email)• Site search• Social news/bookmark options for resources

Usability Tips for Newsroom

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Usability Tips for Newsroom

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Usability Tips for Newsroom

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

Inventory Assets – Match with Channels

Content / Promotion Matrix

TextImagesAudioVideoRSSMobileLocalNewsWidgetsProducts

Standard Search EnginesFlickrOdeoYouTubeTechnoratiMobile Search EnginesSuperpagesNewswire, News SearchBlogs

Digital Assets Channels of Promotion

©2007 TopRank™ Online Marketing. All rights reserved. This material contains confidential and proprietary information of TopRank Online Marketing and may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.

• Research keywords• Map keywords to content• Allocate resources to

– on-page optimization– link building – AND content promotion

• Inventory media and promote to appropriate channels

Takeaways

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Thank You!

Thank You

Lee [email protected]

toprankblog.com