What is Press Release Optimization?
What is Press Release Optimization?
Yes, not only can it be, but I insist that it be. Press release optimization a special case of search engine optimization because it requires some additional skill sets from your average talented copywriter. Most press release writers can eventually learn how to do it, given time, trial and error, and forgiving or uncritical clients. But the SEO aspect is somewhat formidable. It's one thing to be creative with words. I felt at one point that I had gotten so good at it that I became cocky, sloppy, just didn't care anymore. It was then I realized I was bored with one-dimensional writing. I was driven and dreamy at the same time. And something about being on a computer...made me edgy. SEO writing is a new breed of hyper-writing that fuses wordplay with SEO metaphysics and a comprehension of available (often free) web analytics tools. The person who can create a masterpiece from this canvas is a something like a kind of social media DaVinci in our age. I am just such a DaVinci. How do you do?
Who makes a good press release optimizer? Someone who's a creative copywriter, an expert Search Engine Optimizer, an SEO tool hound, and an obsessively competitive keyboard-smacking freak all wrapped into one. If you don't have one of these components, watch out, because I may be your competition. Seriously, you need these qualities because without them you're going to either falter in a critical area and end up wasting a lot of money, or peter out, stopping short of your destined web glory. Either option, as any megalomaniac will confide, is simply not acceptable.
In reality, as far as tools go, a few Firefox SEO plug-ins, Microsoft Excel, Web Position 4 Standard and a free Google Analytics/PPC management account will do just fine. But how do you use them together? Ah, there's the rub. The cycles of keyword research, optimization and what I call "hot topics" spotting is a deadly mix that can go on and get convoluted, but I still normally wait until the last minute to see what topics are getting play and make last minute headline and first paragraph changes based on these crucial factors of the ebb and flow of the internet Tao that is social media.
No release, not even the best researched, optimized, written and distribution-configured release is going to win if the winds of social media chatter aren't with you. You've got to catch a wind to get headline views, reads and general media/site editor interest. This will also increase the interest of other social media people, the bloggers and facebook self-documenting freaks out there that are waiting to flag any story like yours pass it on using their own various social media tools. Therefore, boring doesn't pay. News and controversy pays. Big-time.
One way internet press releases help a company is to supplement regular search results later on, via the RSS feeds that will be copying the release. Their higher PageRank and optimization level for your topic can catapult your release onto the top 10 of Google and Yahoo even if your site's PageRank and optimization is not yet that evolved.
In truth, high Page Rank is a luxury and in many ways a misnomer (3 months time lag and Google is ever more secretive about what affects that magic number...exactly. Few sites really achieve a high PageRank for many years. Essentially, it's simply a measure of how popular your site is, which can mean absolutely nothing, depending upon your actual business model and profit margin. It takes time to become a mass consumer hit, but good business can come all the same with just the right optimization strategies in place, so it's not crucial. Internet press releases are one way to bridge the gap by staying in the search engine results pages (SERPs). Internet press release optimizers (like me) make it happen.
After the launch, use social bookmarking tools like Digger and Yahoo's new tools to boost your news release--use every hot tool you can. Ask your clients and associates to check it out. The urge to comment or vote for it will be overwhelming. There are ways to make use of these tools when selecting a distribution mode. If at last you find the optimization and social media aspects simply too daunting, consider assigning the task to a seasoned press release optimizer (one who is a creative writer-whiz, SEO-expert, social media guru and driven to compete--someone like moi) may be the smarter way for you to go. Demand a release statistics report after each release. Most distribution networks provide these to their consultant users. You deserve to know how your release is doing and a means to do benchmarking against your previous releases.
Finally, don't go all-out with full media exposure with every release unless you've got the budget and a story that will immediately grab the attention of your audience. Ask yourself if it will arrest the attention of your target. If not, you need to reconsider the focus. I typically brainstorm with my client in a short phone session before starting any release. A good release is one with a foundation for gossip. If it doesn't have that, tinker with it until it does. Today's internet is made for grapevine gossip, both in business and in personal consumption. Realize that you will need to learn to wield this reality to your advantage if your business is to succeed using the cheap and no-cost technologies of the internet.
What is Press Release Optimization - To learn more about this author, visit Mark Brimm's Website.
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You read over the above headline and the summary and ask youself: "Can that be true?"
Yes, not only can it be, but I insist that it be. Press release optimization a special case of search engine optimization because it requires some additional skill sets from your average talented copywriter. Most press release writers can eventually learn how to do it, given time, trial and error, and forgiving or uncritical clients. But the SEO aspect is somewhat formidable. It's one thing to be creative with words. I felt at one point that I had gotten so good at it that I became cocky, sloppy, just didn't care anymore. It was then I realized I was bored with one-dimensional writing. I was driven and dreamy at the same time. And something about being on a computer...made me edgy. SEO writing is a new breed of hyper-writing that fuses wordplay with SEO metaphysics and a comprehension of available (often free) web analytics tools. The person who can create a masterpiece from this canvas is a something like a kind of social media DaVinci in our age. I am just such a DaVinci. How do you do?
Who makes a good press release optimizer? Someone who's a creative copywriter, an expert Search Engine Optimizer, an SEO tool hound, and an obsessively competitive keyboard-smacking freak all wrapped into one. If you don't have one of these components, watch out, because I may be your competition. Seriously, you need these qualities because without them you're going to either falter in a critical area and end up wasting a lot of money, or peter out, stopping short of your destined web glory. Either option, as any megalomaniac will confide, is simply not acceptable.
In reality, as far as tools go, a few Firefox SEO plug-ins, Microsoft Excel, Web Position 4 Standard and a free Google Analytics/PPC management account will do just fine. But how do you use them together? Ah, there's the rub. The cycles of keyword research, optimization and what I call "hot topics" spotting is a deadly mix that can go on and get convoluted, but I still normally wait until the last minute to see what topics are getting play and make last minute headline and first paragraph changes based on these crucial factors of the ebb and flow of the internet Tao that is social media.
No release, not even the best researched, optimized, written and distribution-configured release is going to win if the winds of social media chatter aren't with you. You've got to catch a wind to get headline views, reads and general media/site editor interest. This will also increase the interest of other social media people, the bloggers and facebook self-documenting freaks out there that are waiting to flag any story like yours pass it on using their own various social media tools. Therefore, boring doesn't pay. News and controversy pays. Big-time.
One way internet press releases help a company is to supplement regular search results later on, via the RSS feeds that will be copying the release. Their higher PageRank and optimization level for your topic can catapult your release onto the top 10 of Google and Yahoo even if your site's PageRank and optimization is not yet that evolved.
In truth, high Page Rank is a luxury and in many ways a misnomer (3 months time lag and Google is ever more secretive about what affects that magic number...exactly. Few sites really achieve a high PageRank for many years. Essentially, it's simply a measure of how popular your site is, which can mean absolutely nothing, depending upon your actual business model and profit margin. It takes time to become a mass consumer hit, but good business can come all the same with just the right optimization strategies in place, so it's not crucial. Internet press releases are one way to bridge the gap by staying in the search engine results pages (SERPs). Internet press release optimizers (like me) make it happen.
After the launch, use social bookmarking tools like Digger and Yahoo's new tools to boost your news release--use every hot tool you can. Ask your clients and associates to check it out. The urge to comment or vote for it will be overwhelming. There are ways to make use of these tools when selecting a distribution mode. If at last you find the optimization and social media aspects simply too daunting, consider assigning the task to a seasoned press release optimizer (one who is a creative writer-whiz, SEO-expert, social media guru and driven to compete--someone like moi) may be the smarter way for you to go. Demand a release statistics report after each release. Most distribution networks provide these to their consultant users. You deserve to know how your release is doing and a means to do benchmarking against your previous releases.
Finally, don't go all-out with full media exposure with every release unless you've got the budget and a story that will immediately grab the attention of your audience. Ask yourself if it will arrest the attention of your target. If not, you need to reconsider the focus. I typically brainstorm with my client in a short phone session before starting any release. A good release is one with a foundation for gossip. If it doesn't have that, tinker with it until it does. Today's internet is made for grapevine gossip, both in business and in personal consumption. Realize that you will need to learn to wield this reality to your advantage if your business is to succeed using the cheap and no-cost technologies of the internet.
What is Press Release Optimization - To learn more about this author, visit Mark Brimm'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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