Press releases have long been used to distribute news to media outlets. As technology and businesses have evolved, so has the role of the press release. With the increased popularity of online media, it is important to understand that Search Engines use press releases differently than traditional media outlets do. How do you go about creating a press release that is worth your time and money?

• Research your keywords and include them in all aspects of your press release, from headlines and body to links and beyond.


• Write short, descriptive headlines with your keywords included. Keep headlines to 80 characters or less.


• Keep your press release manageable; make sure the body content length is under control. Writing to the 300-500 words range is a good boundary. Writing press releases that are too long may discourage Web sites from picking it up.


• Think like a journalist; write newsworthy press releases that are clear and concise. Don't muddy up your release with fancy writing or unnecessary information. When you have important information to distribute, do so in an organized, straight to the point manner.


• Don't use fancy formatting. Focus on your message points rather than bullet points. Some of the Web pages that will be picking your press releases up won't bother with your formatting. Keep it simple, and focus on your news rather than the release's appearance.


• Use anchor text links. Linking with anchor text tells search engines what your link is about. If you can write a Web page's page title into your anchor text, all the better.


• Include your company logo in your press release, but don't use other multimedia. Many Web sites that will be picking your press release up won't support the multimedia you include. Instead, link to the Web pages within your Web
  site where the multimedia is available.


• Don't repeat links to the same Web page. The thought that one is good, more is better doesn't apply here. In fact, adding multiple links to the same Web page within a single press release can actually dilute the importance search engine's place on each link.


• Add links to interior pages of your Web site when possible. Most of the links on the Internet point to your Home page, why not link to another page on your Web site and share the link building wealth?


• Use your Web site. Add your press releases to your own Web site. Create a press Room or News Area with an RSS feed so both customers and media can stay on top of your company news. Write a blog article summarizing and linking to the press release.


• Focus on quality news stories. The Internet is saturated with press releases, many of which aren't truly that newsworthy. Why spend money distributing a press
  release that isn't truly newsworthy?


• Utilize Social Media Marketing as an alternative to press releases. The relationships you build online through Social Media Networks can be as valuable as press release distribution.


• Create more content. Not all the information is important enough to be turned into a press release. Consider the newsworthiness of your information, and consider turning it into a blog post or informational Web page instead. Press releases are amazing tools, but with the oversaturation of the press release market, the same content can be used elsewhere on your own Web site just as easily, and more effectively.


• Understand what press releases can do for your company. They may drive traffic, but more than likely they are being distributed for links. Press releases don't always create long term links either. In a study done by Hubspot, press release links decreased by 43% in 3 months, but that doesn't mean they aren't worthwhile. Links don't necessarily mean traffic for your Web site, but they can go far in increasing your page's ranking and in turn, increase your search engine visibility.

The media, both online and offline are overwhelmed with press releases. When you are paying to have them prepared and distributed, it is important to make sure they are worth your money and time. Marrying Public Relations and Search Engine Marketing may seem like a daunting task, but when handled correctly, it can produce great results for companies. Keeping these tips in mind is a good way to begin the transition into creating press releases that work for your company online.

Labels: Link Building, Organic SEO

1) Don't push your brand constantly to your followers'. Twitter allows your buyers to learn more about you and not just the brand. Allowing them to know more about you and your views gives them a more personal bond with you, thus offering a higher probability that they will do business with your brand.

2) Getting the highest number of followers should not be your goal. Getting the most QUALITY followers is. (QUALITY ? Those followers actually interested in your product / brand. Not followers who are simply following tons of Twitter accounts to try and achieve that highest number of followers goal I just told you not to focus on.)

3) Respond to your direct replies. If someone tweets directly to you (@), try and reply back. Show them you are in fact reading your tweets and care. Again, the personal touch!

4) Ask questions and try to start conversations with your followers. Interactivity is always a plus for any social avenue. Plus, this is a great way to get feedback on your buyers views and interests direct from them.

5) Send a direct message thank you to new followers. Let's all say it again, ?adding that personal touch?.

6) If you have a company Blog, tweet about your blog posts including a link to the blog. However, tweeting about the company blog, should not be your only tweets.

7) Tweet related news, blogs, forum discussions, etc. Basically, if you find something related to your industry, go ahead and tweet about it.

8) Shake it up. Post a variety of tweets to give your followers an abundance of information. Send tweets about new blog posts, industry news, once in awhile sales, appearances, and just a random note sometimes, like "Stuck in traffic, yet again". (Shows there's a human behind the account.)

9) By now you should be getting the hint. Twitter allows your buyers to feel connected to you and your brand. Hey, I'll admit to it personally. I'm following a couple sports stars and when they directly reply back, I feel like I'm really someone important. Now imagine if you can achieve that with your buyers. Chances are they're going to be more likely to purchase from you versus the competition.

10) What are you waiting for, go tweet!

Labels: Social Marketing

Stuffing keywords is NOT Search Engine Optimization

Many self-proclaimed search engine optimizers believe the way to win search positions is by stuffing keywords in meta-tags and hidden content. Many buyers of search engine optimization believe meta-tag keyword stuffing IS search engine optimization. The problem is these techniques do not work.

This week I was asked to review a Web site's search optimization. I found hidden keyword links set up in place of quality search optimization. There were three levels of programming used to hide the content on this particular Web site.

1) DIV tags set up to hide content

2) Comments tags

3) White font on white background

Hidden content to win search visibility was effective in the mid-1990s, but stopped working by 1999 with search engines' automated detection of these techniques. Some search engines such as AltaVista actually banned sites using unethical techniques such as these.

Yahoo may still ban sites practicing such "gaming" techniques, as Yahoo does not include the site I reviewed last week in its search index. The site is indexed by Google. But the only search position is for the site's unique name. MSN indexes the site but gives it zero search visibility as the site does not appear even for searches of its name.

The hidden SEO on this Web site is the work of a Web developer who touts its search engine optimization expertise. Where did these faux search optimizers learn these ancient techniques? What made them think these outdated tricks work?

When you are seeking search engine optimization experts, make sure the people you are considering are transparent about the techniques they will use. If they tell you they win search visibility through strong visible content and linking, then continue considering them. If their SEO focuses on stuffing keywords and meta keywords, cut your losses and look elsewhere.

Successful search engine optimization today needs to go beyond the use of keywords. SEO requires content that enriches the user experience. "Gaming" tricks do not do that.

Labels: Organic SEO, SEM Back to Basics