Lessons in Website Management for PR Pros - PRSA Southwest District Conference

Caitlin KaluzaMarketing/Communications ManagerSchipul – The Web Marketing Company@qcait | slideshare.net/qcait

Take Control of Your WebsiteLessons in Website Management for PR Pros

About Caitlin

Schipul.comBlog.schipul.comTheSEMBlog.com

Tendenci.comBlog.Tendenci.comTendenci.org

Pages

ArticlesPress Releases

Photos

Contact FormsVideos

Staff Bios

Blog Posts

Case Studies

Portfolio

Your Website. It’s Alive!

…but not scary

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1. Search Engine Fundamentals

2. Analytics – What Matters?

3. SEO Content Strategy

What We’ll Cover

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SEARCH ENGINE MARKETING BASICS

What you need to know

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

How Does a Search Engine Work?

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

Search Engines Are Deaf & Blind

Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

bruceclay.com/serc.htm

Search Engine Relationships

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

bruceclay.com/seo-hierarchy-of-needs.htm

• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links

What Do Search Engines Look For?

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

SEO =

Write great content +

Use your keywords where they make sense

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

Content is King

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MAKING SENSE OF ANALYTICS

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one page & left

without clicking anywhere• New Visits Based on a cookie in your browser

Definitions

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

1. Visit TrendsMonth vs month AND year vs year

2. Engagement TrendsPages/visit & Time on site

3. Top Traffic SourcesSearch Engines vs. Referring SitesLook at Social Media referrers

4. Top KeywordBranded vs. Non-branded

5. Top Content

Top 5 Metrics That Matter

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• Are you hitting the geography you expect?

• Schipul B2B clients mobile about 5-7%

Bonus! Geography & Mobile

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• i.e. Fill Out Contact Form

• Admin > Goals > Add confirmation page URL

• View Conversion Rates for any report

Set Up Goals

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

CRAFTING YOUR CONTENT STRATEGY

Keyword Density Analyzer Report schipul.com/sem-tools

How is Your Content Doing Now?

You should see your brand name, your top keyword phrase, & your geography

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

ADD NEW RELEVANT CONTENT REGULARLY

The number one thing you can do to improve your SEO is:

Make a list of top keywords

Use Google keyword tool to analyze competition vs. demand

What Words Should you Focus On?

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• What is the goal of your website?

• What keywords are sticking?

• What holes are missing?

• What local content can you provide?

Brainstorm Content

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• Your top blog post could make a great video or whitepaper

• Video can reach past your site

• Incorporate Photos, Articles, Press Releases, Blog Posts, Case Studies, Slideshare presentations

Think About Types of Content

• 3 Billion videos viewed on YouTube per day

• Videos get a 40% Percent higher CTR in Search Results

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

“Cool Stuff” Gets Link Backs• Top 10 Ways to…• Hot Topics/In the

News• Infographics• How To/FAQs• Tag People

Think About Link Bait

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

• Consistency is more important than Quantity

• Have one person own it but delegate

• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc.

Create an Editorial Calendar

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

Action Items

• Come Up With a List of Content Goals, Focus on 1 Per Month– Get found more for a certain key phrase– Support the sales team or support team or current clients– Update out of date content

• Set up Analytics– Set up at least one Goal– Look at Stats Monthly, Have them Emailed to You

• Link & Share Your New Content

Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company

CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT

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