2010 Digital PR Awards: SEO

Winner: Cisco Systems – News@Cisco SEO campaign

Cisco Systems, the San Francisco-based technology company, found that its newsroom audiences were becoming more fragmented. Knowing that search was the key to driving targeted traffic, the Cisco team set out to develop an SEO solution for its corporate communications and Web site content. The team built a Search Dashboard to provide access to almost 3,000 keywords for the PR staff and content producers. An SEO Wizard was built and integrated to optimize all of Cisco’s press releases. Once the new systems were in place, staff members were trained in SEO best practices. Since implementing these tools, page rankings for Cisco. com preferred landing pages have increased, and average visits per feature article have risen 50%.

Honorable Mention:
Levick Strategic Communications – ExpertRECALL Search Engine Optimization Campaign:

To create a new Web presence for product recall company ExpertRECALL, Levick researched keywords that Internet searchers use to find recall management companies, and created dozens of optimized Web pages using those keywords. A new blog, Expert Insights, also helped the site establish its unique presence. The blog, combined with the SEO tactics, helped ExpertRECALL generate 22,000 visitors per month.