Below is a PowerPoint presentation offering Social SEO guidelines, planning tips, case studies and practical SEO information for Blogs, Facebook, LinkedIn, Twitter and YouTube.

We hope you find it useful:

Companies that can commit to content creation and marketing strategy can do a much better job of expanding their searchable presence on the web and offer more content that others can link to that also satisfies the information consumption needs of customers.

Discovery via search will always be important, but the longer term opportunity is to optimize for all relevant types of search for the audience you’re trying to reach. That means standard search engines like Google and Bing as well as social search within Facebook or on YouTube.  Of course we must not forget real-time search either.

A holistic content strategy helps companies reap rewards both from search engines and increasingly popular social media/networking web sites. TopRank is committed to continuing our hands on efforts, experimentation and insight development for clients through our own social web participation. Join us:

• TopRank Online Marketing Blog
• Online Marketing Blog Facebook
• @TopRank on Twitter
• TopRank on Flickr
• TopRank on Delicious

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There aren’t many authorities in this area and recently, Maile Ohye from Google began speaking on the topic at search conferences. She’s also recently posted this video giving specific advice and insight into how Google News works.

Other useful articles on news optimization, press release optimization and integrating SEO, Social Media and PR can be found here: “Top Ten SEO Tips for Public Relations“. Scroll to the bottom of the post for 10 articles and a PowerPoint deck.

Danny Sullivan recently posted a story on Search Engine Land about a similar topic: “Under The Hood: Google News & Ranking Stories“.

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Despite company marketing and PR budgets being in a state of ambiguity, many marketing and Public Relations organizations are focusing on social media, trying to figure out “do’s and don’ts” to improve online reach. At the same time, Search Engine Optimization (SEO) of news content is fast becoming an established part of the mix for many marketing and PR programs.

On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end consumers through push and pull PR.  Together, SEO and social media combine to create a competitive edge that can boost online PR results.

Why is this so?  Changes in the way the media and end consumers discover, consume and share content illustrate the intersection of opportunity for search and the social web.  Today’s increasingly social savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.

Of course, throwing keywords at social media tactics isn’t quite the same thing as developing and implementing a plan to reach specific goals.   Dropping links to news being promoted on social networks can have impact but is difficult to sustain. For long term value from effort with SEO and social media, PR professionals should follow best practices as well as the fundamentals:

1. Identify the specific audience to reach. What are their behaviors and preferences for content, sharing, media types, etc? What keywords are used in a social AND search context?
2. Set specific goals and objectives that can be measured. Mentions, comments, links, rankings, traffic, media coverage or other “engagement” metrics.
3. Develop a strategy for reaching those goals with the intended audience.  Content creation and promotion is essential for a SEO and Social Media PR effort.
4. Figure out which mix of tactics (blog, social networks, media sharing, microblogging, etc) will support and execute the strategy.
5. Identify which specific social tools use. If social networks are the right channel, which social network? Facebook, LinkedIn, MySpace or niche networks?
6. Put proper measurement tools in place and identify what events and outcomes to analyze.
7. Identify individuals and resources necessary to implement. Forecast time, internal reporting, and feedback mechanisms for participants.
8. Plan for success and what it will take to scale when you succeed. Be ready to address issues or failure as well.

For another take on creating a Social Media Roadmap, check out “Social Media Roadmap: Building a Social Media Strategy”.

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If you’re grappling with ways to building links, here is a list of link building tactics to consider:

• Build and host useful tools
• Offer testimonials on complimentary services
• Widgets (and submit them to directories)
• Awards (badge)
• Contest (badge)
• Cross link web sites that you own
• Write reviews
• Promote content on social news sites
• Article Distribution
• Submit Blog & RSS Feed to Directories
• Directory Submissions
• Ads on search friendly sites
• Sponsor newsletters archived to the web
• Job listings
• Forum Signatures
• Classified Ads
• Publish comprehensive resource lists
• Post an ebook or substantial whitepaper
• Exchange links with marketing and business partners, clients
• Post surveys
• Write guest posts on others blogs
• Contributed articles to online publications
• Optimize press releases
• Comment on industry blogs
• Sponsor events
• Social bookmark your worthy content
• Speak at events and offer your PPT deck with links embedded
• Donate where a link of donors is published
• Interview industry pundits
• Transcribe video interviews to text as separate posts
• Apply for industry awards, web site & blog awards
• Ensure industry groups you’re involved with link to you
• Create a wiki and ask others to contribute
• Create microsites for causes, events, specific purposes
• Leverage your affiliate program
• Be a resource on Q/A web sites like Yahoo Answers (indirect)
• Slideshare and similar content hosting
• Monitor 404 stats and ask link sources to fix links
• Solicit links directly from sources
• Provide “link to us” content on blog and/or web site
• Leverage publicity and media relations for links
• Digital asset submissions: images, audio, video
• Social profile optimization

As long as a web site expects to attract visitors via search engines, there needs to be an intentional effort towards link acquisition on an ongoing basis. “Build it and they will come” simply doesn’t cut it when it comes to web site marketing.

TopRank Online Marketing is a specialist with link building and the process of content promotion is a large part of what SEO clients receive with our consulting services. However, if clients and TopRank SEO consultants are working together to build links in concert, the effect can be compounded and have an even greater impact on search marketing performance.

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Join TopRank® Online Marketing CEO, Lee Odden, in a free webinar hosted by PRWeb, and learn how you can leverage news content to achieve SEO success!

Attend the webinar on March 18 to discover how news can be a powerful tool that directly reaches the millions of people searching for information online.

With more than 70 million people reading news online every day, news can (and should) be used for more than just attaining media visibility. For instance, news search engines like Yahoo! News and Google News offer a great way to drive traffic to your website and help generate awareness about a topic or company.

PRWeb Hosts: Using Your News To Drive SEO

The Using Your News To Drive SEO webinar will cover:

• Digital PR – Intersection of SEO and Online Public Relations
• Online News and News Search Popularity
• How Journalists Use Search
• Standard SEO vs. News SEO
• Push & Pull Public Relations
• Press Release Optimization
• Newsroom Optimization
• Digital Asset Optimization for News
• News SEO Analytics
• Newsroom Examples

Register for the Using Your News To Drive SEO webinar today to discover how you can achieve SEO success.

TopRank Online Marketing is a digital marketing and public relations agency in Minneapolis, MN, providing Fortune 500 companies with consulting, implementation and training on search, social media and online PR.

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Many companies, large and small, are struggling to discover the best way to begin social media marketing efforts. This case study features a small business social media marketing effort with TopRank Online Marketing and online games site, Smartkit.

Situation:

Smart-kit.com is a website dedicated to providing readers with intriguing content, puzzles and games that engage and exercise the brain. Founded by a board-certified neurologist, Smartkit’s goal is to help its readers have fun while exercising their brains. The business model of the web site is based on advertising and game sales.

Shortly after the website launched in the summer of 2006, Smartkit engaged TopRank Marketing to increase awareness, build search engine traffic and provide blog strategy consulting.

Solution:

To help increase visibility for Smartkit within the search engines and to increase monthly visitors to the website, TopRank Marketing’s first step was to develop and search marketing and blogging strategy.

TopRank Marketing conducted a code and template analysis of the site, keyword glossary research, and made recommendations for content optimization to include optimized title tags, meta descriptions, and on-page copy. TopRank’s Blog Marketing Consultants created and optimized a new site design for Smartkit that emphasizes its focus on providing the audience with new and entertaining online puzzles.

In addition to a search marketing program, TopRank Marketing has worked with Smartkit to develop a social media marketing strategy in order to build brand awareness, attract traffic and links through a combination of social network participation, submissions to blog & RSS directories and engagement with other online game web sites.

Results:

As a result of TopRank Marketing’s SEO and social media marketing efforts, more than 40% of the site’s overall traffic comes from the search engines while over 30% of the traffic comes from Smartkit’s online game social network participation and promotional marketing channels. Since starting work with TopRank Marketing in June of 2006, unique visitors have grown by 4,400%!

Smartkit continues to develop intriguing and fresh content to engage visitors and keeps them coming back for more. Because of an emphasis on fresh content and promotion, Smartkit averages over 300,000 page views each month.

“I just wanted to take some time and tell you how pleased I am with the outstanding job you’ve done marketing and growing the Smart Kit website. In under 2 years time, the site has reached close to 150,000 unique visitors/month, and I don’t think this would’ve been possible without your help. Your team’s passion, expertise and attention to detail has been instrumental in not only exponentially growing site traffic, but also in building a brand, and furthermore creating & maintaining a technically advanced, attractive, and “sticky” website that has run almost flawlessly from day one. As you know, this is no small feat.  My deepest thanks to you and the entire TopRank Team.”
R. Kaplan, Smartkit

TopRank Online Marketing continues to provide Smartkit search engine optimization, link building and social media marketing services for improved internet marketing performance.

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To help existing and potential customers learn about the types of services TopRank Online Marketing offers and the impact we can have on your bottom line business growth, TopRank is featuring selected case studies of client digitial marketing programs. TopRank services include: SEO, Social Media Marketing, Digital Public Relations, Email Marketing and Blog Consulting. Not every client engages all services, but understanding unique situations, TopRank’s marketing recommendations and the results, will help our readers make better decisions about their own internet marketing investments.

Situation:

J&O Fabrics Store, one of the largest fabric stores in New Jersey, provides a variety of retro and novelty fabrics for quilting, tapestries, draperies, and upholstering. A traditional, family owned brick and mortar store, J&O Fabrics made the decision to launch a website and online store in 2004 to increase brand awareness and sales.

Shortly after the website launched, J&O Fabrics engaged TopRank to optimize the jandofabrics.com web site to increase visitors on search engines looking to buy fabrics online.

Solution:

To help the newly launched website gain visibility online and drive qualified traffic, TopRank implemented a search engine optimization (SEO) program targeting retailers, wholesalers, quilters, furniture upholsterers, and seamstresses across the United States.

The TopRank search engine optimization program (SEO) for the jandofabrics.com site included:

• SEO strategy development
• Keyword analysis and research
• Template and database optimization
• Audit of site architecture and server side issues
• Content optimization 
• Content creation recommendations
• Ongoing link building
• Fabric blog optimization & promotion
• Ongoing content promotion
• Web analytics review and reporting

With over 40 years of experience in the fabric business, J&O Fabrics had a wealth of knowledge to share with its customers. TopRank Online Marketing implemented a company blog enabling J&O Fabrics to speak to and interact with its customers by archiving its newsletter online as well as offering unique fabric ideas, tips and tricks of the trade.

Results:

As a result of TopRank’s search engine optimization efforts, the J&O Fabrics website and blog now have over 60 top ten rankings for competitive keyword phrases across the major search engines. Here are a few top ten Google ranking examples as of 03/02/09:

• “fabric”
• “discount fabric”
• “fabric store”
• “disney fabric”
• “sports fabric”
• “novelty fabric”

Organic referrals from the top search engines account for over 80% of traffic for J&O Fabrics, resulting in an increase of unique visitors to both the website and blog by 214% since August 2006.

The J&O Fabrics blog continues to be a top traffic driver for J&O Fabrics, averaging over 10,000 unique visitors each month, by offering new and unique content to engage visitors.

“We’ve worked with TopRank for over 5 years. The SEO recommendations and consultation from the TopRank team have helped us far exceed our goals and expectations for the J&O Fabrics web site. I highly recommend TopRank for SEO or blog marketing services to any business that needs to get the most out of their marketing budget.” 
Ryan Safady, Owner J&O Fabrics

TopRank Online Marketing continues to provide J&O Fabrics ongoing search engine optimization, link building and blog promotion services for improved search engine performance of the jandofabrics.com web site.

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Search Engine Strategies New York is one of, if not THE, largest Search Marketing Conference in the U.S..  TopRank Online Marketing CEO Lee Odden will be presenting on 3 panels during the conference March 23-27 which has keynotes from Guy Kawasaki and author John Gerzema.  Odden will be presenting all 3 sessions on March 26th.

(Lee Odden at SES NY 2008)

10:30am-11:45am – SEO Through Blogs & Feeds

Not yet running a blog? Not syndicating your content through web feeds? Then you’re missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

Moderator: Rebecca Lieb, Contributing Editor, ClickZ

Speakers:
Michael Gray, Owner, Atlas Web Service
Sally Falkow, President , PRESSfeed
Lee Odden, CEO, TopRank Online Marketing

12:45pm-2:00pm - Brand & Reputation Management

Can you use a competitor’s trademark in your own search advertising? Or what if a competitor has an ad running on your trademarked brand name? Should you engage professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? This session will provide an exploration of these and other brand protection issues.

Moderator: Jeffrey Rohrs, VP, Marketing, ExactTarget

Speakers: 
Kristjan Mar Hauksson, Dir. Search & Online Comm./ Managing Partner, Nordic eMarketing
Mark J. Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
Lela Phommasouvanh, Senior Search Marketing Consultant, FindLaw
Lee Odden, CEO, TopRank Online Marketing

3:45pm-5:00pm – Blogging for Business

With more than 71 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That’s why more and more companies are turning to the blogosphere to connect with consumers. Never before have businesses had such effective access to the frustrations and desires of their target audience. Learn more about harnessing the power of blogs to build buzz about a business online.

Speakers: 
Jennifer Evans Laycock, Dir. of Social Media, SiteLogic, Editor-in-Chief, Search Engine Guide
Michael Gray, Owner, Atlas Web Service
Lee Odden, CEO, TopRank Online Marketing
Paul Woodhouse, Director of Organic Web Strategies, Direct Online Marketing

We invite you to attend Search Engine Strategies New York and visit with Lee during the conference. Contact us to set an appointment at 1-877-872-6628.

(Lee Odden, Brian Clark, Stephen Spencer, Michael Gray)

TopRank Online Marketing provides internet marketing services for Fortune 500 companies with specialties in blog marketing, social media, SEO and digital public relations.

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By taking into account factors including quality and quantity of incoming links, Google’s PageRank leverages a probability distribution to determine the likelihood of a visitor landing on a page, and assigns a score accordingly.

However, PageRank is just one of the methods Google uses to determine a page’s relevance or importance.

To help your website achieve a higher ranking within the Google Search Engine Results Page (SERP), align with Search Engine Optimization (SEO) best practices:
-    Implement relative, optimized website copy
-    Build a consistent stream of quality inbound links
-    Ensure your website is technically friendly for search engines to crawl and index content

Every Search Engine Optimization program offered by TopRank Online Marketing includes a focus to consistently build quality inbound links, helping to achieve an increased ranking within the SERP.  Contact TopRank® Online Marketing to learn more about SEO and quality link building tactics.

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PRSA Workshop:  Search Engine Optimization in a Digital World
March 20, 2009 in New York City

Today’s public relations and communications professionals need to adapt and grow with the changing digital landscape just as publishers have moved to the web. Consumers and journalists alike use a variety for search tools to discover and share credible sources of news and information. Can your news be discovered where digital media are looking? Is your text, image, audio and video content optimized for search and the social web?

 
(Lee Odden – far right – at PRSA International conference)

Join Lee Odden, TopRank Marketing CEO for this one day workshop and gain a foundation for how Search Engine Optimization (SEO) works for news content. Discuss the key challenges and new opportunities for producing, optimizing, promoting and tracking results for digital PR.

Attendees  will learn how to:

• Understand the new opportunities of search and SEO
• Plan and organize search engine optimization efforts for news
• Conduct keyword research
• Optimize press releases, online news room and blogs
• Identify and implement opportunities for digital asset optimization
• Implement link building tactics
• Measure and report results

Find more information on the workshop and registration at PRSA.org

TopRank Online Marketing is an industry pioneer in the field of public relations and search engine optimization working with companies including PRWeb, McKesson and the Public Relations Society of America.

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The first order of business is to create a process for implementing 301 redirects from your current web pages to the new web pages. We would recommend mapping out existing content and implementing the permanent 301 redirect to similar content under the new domain. To improve the user experience, avoid redirecting all pages to the homepage on the new domain.

The second order of business is to identify top link referring sources of traffic and ask them to update their links to your new domain name. This will help maintain top traffic sources for the new domain.

It’s important to make it easy for search engines to understand that you’ve made a permanent change from one domain to another, the goal is to retain as much “link equity” in that change as possible to keep keyword rankings high.

As part of any good Search Engine Optimization (SEO) program, an ongoing link building campaign needs to be deployed to grow quality inbound links to your new domain. Contact TopRank Online Marketing to learn more about SEO and quality link building tactics.

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How do you know when it’s time to revisit your keyword strategy? Ask yourself the following questions:

• Has my business model changed?
• Has my target market changed?
• Have I altered my product or service offerings?

If the answer is yes to any of the above, then it is time to audit your existing keywords. In addition to the above, anytime you undergo a website redesign consider revisiting your current keyword list before optimizing your new website copy.

Contact TopRank Marketing to implement a keyword strategy that meets your websites Search Engine Optimization (SEO) objectives.

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Writing for the Web to Optimize Your PR & Overall Messaging
Webinar Wednesday, Dec. 17, 2008

1:30-3 p.m. (EST)

If you are involved in communicating with your stakeholders online, you know that writing for the Web is different than writing for print. You know that the difference between a journalist engaging with your brand online or abandoning your site altogether is based on the content you, as communicators, post or manage online.

Now is the time to take the lead and create Web content that supports your messaging, boosts engagement and delivers to your bottom-line goals.

Join TopRank Online Marketing CEO and his co-panelists on Dec. 17 for a virtual course on how to write for the Web. This 90-minute information-packed Webinar is designed for communications teams who have some role in their Web strategy and execution.  Learn to write effectively for the Web by attending this interactive Webinar designed for you and your PR team:

This webinar will cover:
•    The type of content that appeals to journalists and what turns them away
•    Optimizing your content for Search
•    Writing highly-optimized press releases
•    Writing “active” content
•    Landing pages that work
•    Building an online newsroom that gets traction
•    How to write great headlines
•    Writing transparent text
•    Online design flaws that matter to your PR efforts
•    Understanding how people use your site and read Web pages
•    Applying scannable text to your site
•    Must-know information on word counts, graphics and video
•    Marketing copy: how to apply sparingly
•    How to use metadata to optimize your site
•    Linking: how and when to link.
•    Examples of outstanding PR Web content – plus: what not to do online.

Speakers:

• Lee Odden, CEO, TopRank Online Marketing
• Andrew Barnett, Vice Presidnet, Digital Strategy, Fleishman Hillard
• Brian Giesen, Vice President, Digital Strategy, 360° Digital Influence, Ogilvy Public Relations Worldwide
• Moderator: Iris Dorbian, Group Editor, PR News

Find more information at PRNewsOnline

TopRank Online Marketing is a digital marketing and public relations agency in Minneapolis, MN providing Fortune 500 companies with consulting, implementation and training on search, social media and online PR.

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Once overwritten, keyword rankings can decline. To avoid such situations, here are 3 locations within your web pages to watch where keywords should exist for optimal search engine rankings:

1. Title tag. In the source code of most web pages, there is a tag called Title that describes the web page content, often 8-12 words in length. The text from the title tag is the most important to search engines. It is displayed in the blue bar at the very top of your browser and is also used as the text when a page is bookmarked and displayed in the search results.

The most important keyword(s) for the page should be at the start of the title tag. Example: CRM Software from Microsoft Dynamics

2. On page content. If the keyword doesn’t exist on the visible web page, it will be difficult for a search engine to decide that page deserves to rank for it. Placing relevant keywords in the on-page title, headings and within the body copy will help search engines and human readers understand the content better.

3. Text links between pages. When you see blue underlined text that links to another web page, the words in the link infer meaning to the page being linked to. Example: Visit our CRM Software demo for more information.

Avoid linking between pages using “click here” or “more information” as those phrases do not associate relevant keywords to the destination page. Use relevant, readable keywords in text links and you’ll help both search engines and human readers understand the topic of the page they’re clicking to.

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What’s the difference between large scale SEO projects and those implemented for small medium businesses? Plenty. The mechanics of an enterprise search engine optimization program are different when dealing with large amounts of content with different content sources and content management systems. But factor in the organizational complexities of approval processes, stakeholders and communications with a big company and it’s a whole different ballgame.

TopRank Senior Account Manager Jolina Pettice and CEO Lee Odden conspired on an article addressing the challenges and opportunities of energizing an enterprise SEO campaign that was recently published in MediaPost’s Search Insider:

“Large-scale search engine optimization projects are often perceived as the golden egg for many SEO agencies, with their big budgets and shiny, well-known brand names. Unfortunately, search engine marketers may quickly realize that the golden egg came from a large, slow-moving tortoise.”

“Successful enterprise SEO projects require a unique combination of mechanical SEO expertise, as well as large company political savvy.”

“Making significant progress in a reasonable amount of time is possible with the right mix of planning, communication and expertise. Once various departments or businesses are moving in the same direction and at a much faster pace, the egg-laying tortoise can turn into a nimble, fast-moving hare.”

Read the full post at Search Insider.

TopRank Online Marketing is a national leader in internet marketing consulting services for Fortune 1000 corporations, specializing in digital asset optimization, online public relations and corporate blog marketing services.

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