Integrated Public Relations and SEO – ConversionXL, Lexi Mills

Join Lexi as she introduces herself and outlines the rapidly growing field of PR SEO.

Topics covered:

• The evolution of search engines
• Real life examples
• Blending PR and SEO specialityies
• Changes in the way we work

Links are vital for driving organic traffic to a website via search engines and content placement on other sites. Quality links help to raise domain authority and therefore search engine ranking.

Familiarity = favorability.

Topics covered:

• What are P0 and smart results?
• What rich search results mean for brands
• Risk and opportunities

Although the initial stages of getting a team to integrate can be challenging, all work should perform higher when all teams are pushing towards the same goals and supporting each other.

Topics covered:

• Identify the risks of not integrating your strategy
• Cover common challenges when working with other teams (and how to over them)
• Define your strategy swimlanes

A summary of the contextual importance of building an audience for brand marketing, and the difference between audience building and customer acquisition.

Topics covered:

• How to regulate client expectation
• Building trust with clients
• Avoid being a “bank robber” with your campaigns
• Unravel the benefits of presenting a year long strategy

There are two types of visitors to your site: your customers and journalists. This lesson focuses on how to serve your journalist site visitor.

Topics covered:

• Leveraging anchor content
• Assessing media assets
• The anatomy of a press center
• How to structure an About us
• The imporance of well executed headshots and biographies

Use the drumbeat approach to communicate a steady stream of large and small actions and stories, over time, to reinforce your client or site’s mission and purpose.

Topics covered:

• Maximizing your forward features
• How to showcase awards
• Writing bylines – from how to find targets, ideating, and how to pitch
• Creating a parent OpEd list (template provided)

Pitching is part of the game. This lesson will get you ready.

Topics covered:

• Pitching stragegt: from soft sell to day-of-launch
• How to get multiple exlusives
• Pitching on the phone
• Real world examples

Journalists are busy and it is imperative that your press materials be presented in a professional manner. High-quality press materials do not go unnoticed.

Topics covered:

• The anatomy of a story for media
• What press materials are needed
• Where to host your materials
• Press release v. media alerts

What and how to track and measure PR SEO