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Your Business

Increase Your Search Engine Optimization

By Gini Dietrich


ou are not going to become, overnight, an SEO expert. Rather, you are taking your media relations expertise and using it for the front-end work of optimization. When you do this, you are going to create the very valuable link back to your website or blog that Google places priority on … and you’re going to do it using sites that have more authority and credibility than your own.

Use Media Relations to Increase Your SEO

Having done this, you will have built credibility and authority for your organization, both internally (on the website) and externally (with targeted audiences). This will also have the benefit of increased search results and increased domain authority — the measure of the power of a domain name based on age, popularity and size of the website, and a key influencer of search engine ranking.

Determine your priority keywords or phrases. These are the words people will search to find your company. She’s already told me she wants to rank for something around social media. You can shoot for the moon, at this point. We’ll bring you back to earth as we proceed.

The very best way to increase your domain authority and gain the very valuable link back to your site is to do traditional media relations.


In a webinar on this topic, I asked Lara Wellman to give me a priority keyword of her agency’s, Wellman Wilson. She’d like to rank for the terms “social media strategy,” “social media coaching” or “social media simplified.” We will use those words to do this exercise so you can see the steps with a real-world example.

Use the Google keyword planner. Take your words or phrases and input them in the Google keyword planner. They’re all good phrases, but because she’ll compete with the likes of Forbes and Inc. to get on the first page of Google results for “social media strategy” (which I

discovered by doing a simple Google search for the phrase), we can narrow down her choices to just “social media coaching” and “social media simplified.” The keyword tool shows me that “social media coaching” has more monthly searches, but the competition is high. While “social media simplified” has only 10 monthly searches, the people who search that term are likely very qualified for Lara and her business. We’ll use that phrase. Do a Google search. Do a Google search for your targeted phrase. Create a quick spreadsheet with “website,” “domain authority” and “can compete?” as the headers. Jot down the websites that are on the first page of Google results for your search. Now, go to a new window and do a Google search for your phrase again. The results will be a little bit different and you may need to go to the second page to get the data you need. Turn your moz toolbar – a free toolbar that helps you evaluate search metrics like domain authority; D U C TA L E S

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May June 2015 DucTales  
May June 2015 DucTales