Webinar: The Most Cost Effective Legal Marketing Strategy
For 2009
Presenter: Sally Falkow
Who We Are:
PRESSfeed is a social media tool that uses RSS feeds to syndicate content that was developed for marketing and PR purposes.
Expansion Plus is a full service social media & digital PR agency located in Pasadena, California.
RSS Feeds• Get only the
content you want• Deliver specific
content to niche audiences
• TiVO for the Web
RSS – The life blood of social media
Social Media Feeds• Flickr• Facebook updates• Facebook Applications• Friendfeed• Twitter• MySpace• Blogs
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Before & After RSS
Use it to Listen
Use it To Deliver Content
• News• Updates• Articles• Images• Podcasts• Video
How Customers Will Find You
Organic Rankings “If you think you're covered because you
have a paid ad (PPC listing) in a search engine for a search term that's important to your business, think again.
“Organic results (free listings) are far more important and can get more viewership and clicks.”
- Marketing Sherpa
Google Search Results Page
Google Rankings Even the Google
engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links).
Content, Content, Content• Web sites, blogs,
content in RSS feeds, and online press releases are all content
• No gatekeepers
Getting Started• Conduct key word
research• Write a strategy• Optimize your web pages
following the key words and the strategy.
• Undertake link building by publishing content in a RSS feed
Key Part Of Search• An important part of a
search engines algorithm is link popularity, i.e. the number and relevance of back links
• You need to create content with key words.
• This is called “optimizing”
• E.g. Optimized web pages, optimized press releases, articles, etc
Key Words Are King
What’s A Link?• Short for hyperlink• These take a visitor
to a site or a page upon clicking
• Identified by a different color and/or underlined
For further information visit us at: www.press-feed.com
Anchor Text• The text or
copy in a web page that works as a link
• The underlined part of a link that the user sees
When selecting an estate attorney you should take into account their experience.
Back Links• The number of links
from another site pointing to your website
• Also referred to as inbound links
Not All Links Are Equal It is a quality back link if the
link from the source site (i.e. where the links is coming from)– has a similar relevance
(theme) to yours – It links to your website
with the keyword that you are optimizing around
Link Farming = Spam• Exchanging reciprocal
links with other sites to influence search rankings
• Google considers link farming as a form of spam and may penalize or banish sites that participate in link farming
Successful SEO• The site itself must be optimized with key
words – usually need new content or rewrite existing content.
• Design, programming, tags, etc per the strategy and key words
• Link building with new editorial content (press releases, articles) which Google places heavy emphasis on.
Think Like A Publisher
Allow access to your content any time of the day using RSS feeds.
Secret To Search Success:
Link building using editorial content in a RSS feed
RSS Is A Great SEO Tool• Increases the rate of
change• Adds more optimized
content to your site• Reaches new and niche
markets • Drives more qualified
traffic to your site• Provides more inbound
links
Educational Content• Make it interesting• Offer valuable
content• Think like a
journalist• Keep your article to
under 400 words
Make Links Informative Don’t use “click here”. Rather than click
here for more information, use descriptive key words:• E.g. Estate attorney Los Angeles • E.g. Tax attorney Pasadena
How To Link• Add a link to the
website page you want to send the traffic to at the end of the first paragraph and again at the end
Links In Content
Select Web Pages
News Aggregators• The blog and feed
search sites - called news aggregators - gather syndicated content and have growing audiences who visit their sites to find new content
Create Content
Syndicate Your Content
PRESSfeed System• Tool To Create RSS Feeds for Web Content
Syndication (linking strategy)• Easily adds optimized content to your site• Syndicates the content• Automatically ‘pings’ major news aggregators• Has easy subscribe features• Social bookmarking links built in
PRESSfeed System• Simple to use • Easy installation – minimal IT involvement• Once set up, IT dept not involved at all• Marketing/PR personnel can upload new
content to the feed in minutes• Built in keyword tags
Action Items• Set up your RSS feed• Write a content strategy based on
researched key words• Publish and syndicate new content• Use the content in the RSS feeds to link
back to strategically determined web pages
• Monitor the stats
Additional ReadingEBooks:• Web Sense by Sally Falkow. Effective
Internet marketing strategies for entrepreneurs.
• The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more.
• www.falkowinc.com/inc/ebooks.html
Resources
Expansion Plus Inchttp://www.expansionplus.com
RSS Service:PRESSfeedhttp://www.press-feed.com/
Our blog: pro active http://falkow.blogsite.com
Contact DetailsSally Falkow626 793 [email protected]
Mary Anderson626 793 [email protected]
Copyright Notice All materials contained in these materials
are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Expansion Plus Inc.