How to use Search Engine Optimization in your PR Programs
How to use Search Engine Optimization in your PR Programs
What is Search Engine Optimization or SEO? Search Engine Optimization is the practice of constructing your external communication - from website content to press releases - to attract the most exposure on search engines like Google, and draw your URL to the top of organic searches. By doing a bit of research and utilizing popular search terms and phrases commonly used on the Internet, you can raise the profile of your news without incurring costs to your business.
Over the past few years, SEO has become a necessary tool for public relations professionals. Never should a press release be written without first completing research to determine what related keywords or phrases should be included based on how highly they rank in online searches. For example, strategically mentioning relevant competitors, industry phrases, trends or national news headlines can dramatically move your announcement into the top echelons of search functions.
Simply “frontloading” an announcement with keyword spam will not result in much interest. There has to be “steak behind the sizzle.” For example, one of our executive coaching clients that operate peer-to-peer advisory boards was launching a press release about a survey they had conducted to entice business owners to become members or open franchises in their areas. In an effort to maximize coverage that tied into the survey, we used SEO terms and tied the release to Federal Reserve Chairman Ben S. Bernanke’s testimony to Congress about the failing economy as well as former President Bush’s own pronouncements about consumer confidence.
With key words in position, the formerly sleepy press release garnered over 15,000 hits on Google and was covered in several top-tier media outlets, including Forbes, the Wall Street Journal, CNBC and Reuters. By using specific keywords, the release bubbled up to get the media’s attention and dramatically increased website traffic for the client.
Finally, a good strategy to start the SEO process is to examine your own messaging platform and find themes or trends that relate to wider issues in your industry. There are plenty of SEO firms that can help with this process, and you can find many books on SEO in the library or bookstore. Once you have identified areas that make sense, try incorporating SEO terms in your next news announcement or your website copy and then measure the results.
How to use Search Engine Optimization in your PR Programs - To learn more about this author, visit Elizabeth Robinson's Website.
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As traditional media grows increasingly fragmented, the media landscape is morphing into a digital free-for-all that can be confusing and overwhelming. With fewer reporters covering specific beats, getting your news announcements in front of the correct people can be a challenge, but there are techniques to incorporate that can boost your profile on the Internet and reach the right audiences to drive them to your website.
What is Search Engine Optimization or SEO? Search Engine Optimization is the practice of constructing your external communication - from website content to press releases - to attract the most exposure on search engines like Google, and draw your URL to the top of organic searches. By doing a bit of research and utilizing popular search terms and phrases commonly used on the Internet, you can raise the profile of your news without incurring costs to your business.
Over the past few years, SEO has become a necessary tool for public relations professionals. Never should a press release be written without first completing research to determine what related keywords or phrases should be included based on how highly they rank in online searches. For example, strategically mentioning relevant competitors, industry phrases, trends or national news headlines can dramatically move your announcement into the top echelons of search functions.
Simply “frontloading” an announcement with keyword spam will not result in much interest. There has to be “steak behind the sizzle.” For example, one of our executive coaching clients that operate peer-to-peer advisory boards was launching a press release about a survey they had conducted to entice business owners to become members or open franchises in their areas. In an effort to maximize coverage that tied into the survey, we used SEO terms and tied the release to Federal Reserve Chairman Ben S. Bernanke’s testimony to Congress about the failing economy as well as former President Bush’s own pronouncements about consumer confidence.
With key words in position, the formerly sleepy press release garnered over 15,000 hits on Google and was covered in several top-tier media outlets, including Forbes, the Wall Street Journal, CNBC and Reuters. By using specific keywords, the release bubbled up to get the media’s attention and dramatically increased website traffic for the client.
Finally, a good strategy to start the SEO process is to examine your own messaging platform and find themes or trends that relate to wider issues in your industry. There are plenty of SEO firms that can help with this process, and you can find many books on SEO in the library or bookstore. Once you have identified areas that make sense, try incorporating SEO terms in your next news announcement or your website copy and then measure the results.
How to use Search Engine Optimization in your PR Programs - To learn more about this author, visit Elizabeth Robinson's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
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