Building Social ReleasesA Practical Guide to CreatingPress Releases that Rise tothe TopJuly 29, 2010, 1pm CSTKevin McFall, Vice President, Global Product Management@JournoPR3point0Heidi Sullivan, Vice President, Media Research North America@hksully
What we‟ll cover► What is a Social Media Release?► What is SEO for PR? ► Benefits ► Key Elements to Optimization► Keywords Step-by-Step ► Keyword Tool Review ► Incorporating Keywords► Copywriting Best Practices► Multimedia Content► The Interactive Online Newsroom► Resources
What is a Social Media Release?► A Social Media Release (SMR) is “a new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another.” -WebPRPro.com
Who am I reaching?► Traditional Journalists► New Media Influencers► Bloggers ► Industry Leaders ► Active & Influential Social Networkers► End-Users and Consumers
What DoWe Meanby SEOfor PR?
…We mean Search Engine Seduction (SEO stands for search engine optimization)►Google, Yahoo!, Bing, Ask &other search engines use a setof criteria to determine whichsites appear at the top of yourresults, and which sites appearat the bottom.►Its basically a way offormatting your release orwebsite to ensure it‟s alluringenough to search engines thatit gets a higher ranking insearch engine result sets.
Enabling your release to be easilydiscovered with wonderment is the goal.
Benefits of SEO foryour Press Release► It will give you the best opportunity of having your release discovered by your target audience► It is one of the quickest and easiest ways to start generating more backlinks► It will help you gain higher rankings for keywords► Increase visibility and traffic for your website
How to Optimize Your Release► Optimizing a Press Release is about writing copy that is going to compel and inform your audience. Don‟t just stuff your Press Release full of words that are popular. That will result in your Press Release not making any sense to both your audience and to the search engines.► Instead, use Keyword Tools to identify the right words to use.► Use those words in your headline and at least two or three times in the body copy and again in your About section.
The 5 AnatomicallyCorrect Elements of anIdeal Press Release► Title► Summary► Body► Boilerplate► Press Contact
Each of the 5 Elements MustInclude Strategically Selected KEYWORDS Keywords
Key Word Kowabunga!► The focus is on how to use keyword and keyphrase selection► Your release needs to use pre-selected keyword(s) and keyphrase(s) throughout the text to reassure the audience that your press release is about what they typed to get there.► Its still up to you to bring creative writing genius to the table.► First, you want to focus on writing copy that is conversational. Remember, content is king.► Aim to inform, engage, and enlighten the readers with each element of the release.► The ultimate goal is to write something that speaks directly to your audience and meets their needs. Dont stress about SEO tactics while youre in the creative writing phase. Write for your audience first, and then optimize it for SEO using keywords and key phrases to make it the best press release it can be.
5 Keyword Tool Reviews1. Adwords External Keyword Tool► This tool can be called the “big brother” of keyword drilling based on generic ideas.► It‟s both a great tool for figuring out potential keyword combinations based both on ideas presented and semantic terms.► It also doubles up by showing search traffic for these terms according to Google. (Even though most of the data is skewed to an extent).
5 Keyword Tool Reviews2. Keyword Discovery► Keyword Discovery is yet another service which tries to replicate the function of Wordtracker.► The strength of Keyword Discovery is it‟s usability as well as finding regional search data.► If you‟re trying to figure out seasonal search trends, the search data for regional terms, or optimizing for google.co.uk or .com.au, this is one awesome tool.
5 Keyword Tool Reviews3. Wordtracker► Is more of an old keyword search tool.► Wordtracker hasn‟t evolved much over the years and still sticks to its basic function of suggesting keywords based on a thesaurus type model and displaying the search data based on meta-crawlers like Dogpile.► The major strength of Wordtracker is its keyword „basketing‟ system (almost like an e-commerce site checkout) and its massive Keyword Effectiveness Index (KEI) functions.
5 Keyword Tool Reviews4. Google Suggest► Google Suggest is NOT EXACTLY a typical keyword research tool, its more of an attempt by Google to tweak their search quality.► But, this tool is awesome for finding out long keywords phrases!► This had to be included in the list for the amazing arrays of search phrases you can optimize your website with, with the help of this tool.► After all, keyword search phrases are gold!
5 Keyword Tool Reviews5. Yahoo Search Assist► This feature is similar to Google Suggest. After all, Yahoo! is the second largest search engine on the net.► It strengths are in it‟s utility and finding new keywords.
4 Steps to SuccessfullyUsing Keywords
Step 1: Determine the main topic of your press release► Take a moment to think about your release, and identify one or two keywords that explain what the release is about. Next, youll need to perform keyphrase research to find the best fit for your article.► Keywords and keyphrases are simply words and phrases that users may use to search on a topic in a search engine. What is important to note is that this is your audience telling you, in their own words, what they are looking for.► Did you know?: Multi-keyword phrases tend to be easier to rank than popular keywords (ex. handbags and wallets is a less competitive keyphrase and most likely will rank higher than handbags). Why, you may ask? The more general the keyword, then theres a strong likelihood that others are trying to rank their content for that term, too.
Step 2: Identify keywords & phrases to describe your release► The question is, how do you find out just how people like us are searching for information? Are they really searching for “Mobile Devices" or is another phrase searched for more often? Using your intuition and thinking, "What search phrase would I enter to lead me to this article?" is a great place to start, but there are many tools that actually track and compare the rate at which certain words are searched for.► Verify popularity of selected keyphrase with Google Adwords Keyword Tool This tool identifies the popularity of your keyword, as well as other terms people search for related to your keyword. Scan list to see if there are more effective search terms than the one youve chosen.► Also Check out Google Insights for Search
Step 3: Insert your selected keyphrase into your title► Phrase the press release title so the target keyphrase is as close to the front as possible. The reason for this is that search engines read, or crawl your title from left to right. So, you want to place the higher-weighted (or higher-searched) words as far left as possible.Bad title: Everyone Will Remember Your Wedding ReceptionGood title: Wedding Reception to Remember
Step 4: Incorporate target keyphrase into text► At the very least, use the term one time per paragraph AND in one of your headings. This helps search engine visitors establish what your page is about.► Take a journalist approach no matter if editing existing content or starting from scratch. Readability is king!► Afraid of repetition? Use a thesaurus. Semantically related keywords are encouraged.► There are many theories about keyword density and saturation. The best rule to follow is to write for your user first. If you re-read the article and it sounds like a repetition ad nausea, then it probably will sound like that for your visitors as well. Follow the simple guidelines outlined today and you will be certain to improve your results.
Copywriting for SMRs
Tell the Story:Headlines, Subheads, Callouts and Captions Think Mobile Think 140-Characters Think Soundbites Avoid Jargon
The 1st Element of an Ideal SMR: Title► Include keyword phrases in the title.► The title should not exceed 100 characters.
The 2nd Element of an Ideal SMR: Summary►Give a synopsis of the press release in 1-2 sentences using 1-2 secondary keywords.►The length of the summary should not exceed 240 characters.
The 3rd Element of an Ideal SMR: Body► Writing subjectively and in the third person, give the details of your news. Length should be at least 300 words and include 1-2 quotes and 3-4 keyword phrases.
The 4th Element of an Ideal Press Release:Boilerplate►About the Company- In 2-3 sentences, give your company‟s „elevator pitch‟ writing in third person. Include a link to your homepage in the summary (preferably in anchor text.)
The 5th Element of an Ideal SMR:Press Contact► Designate one person who will consistently be the media contact for the company. Gather the name, address, phone, email, social media handles and website of the press contact – many release publishers will not accept your submission without contact details. If you are optimizing for your name, you may want to include your name as the press contact.
The Power of Links► Search Engines Love Links ► to other interesting sites ► with hotlinks on your keywords► Anchor Links ► Increases your chance of driving viewers back to your website ► NOTE: Make sure at least one of your keywords links to a page on your site other than the homepage.► Like inserting keywords, links should be a natural fit and not forced in to every opportunity.
SMR Multimedia Content► Post content in your newsroom or on your blog and on the social web. ► Add videos to a YouTube Channel ► Add photos to a Flickr page or Facebook page ► Add podcasts to iTunes► Accessing multimedia tools is easier (and cheaper!) than ever. ► See something on the fly? Try a Flip Cam, your smart phone camera or a webcam and use an app like TwitPic to post immediately.► Multimedia content is social: If you share it, people will click on it.► Provide content that is helpful like how-to‟s, FAQs, interviews.
Creating an Interactive Online Newsroom► Add content for the consumer or end-user► Include multimedia features► Make your content shareable!► Be prepared, honest & open in a time of crisis
Resources► Keyword sites: ► Free ► https://adwords.google.com/select/KeywordToolExternal ► http://freekeywords.wordtracker.com/ ► http://www.softnik.com/download/kwprimer.pdf ► Premium ► http://www.seolab.com/products/seolabpro/ ► http://www.keywordcountry.net/seo/► How to Find a Story That Journalists Will Bite Your Hand Off For Amber McNaught, a former journalist, explains how to write a press release that stands out from the crowd.► Six Proven Secrets to Writing a Trash-Proof Press Release Andrew Seidel gives some examples of how to keep your press release out of the trash can.► http://www.seomoz.org/tools► http://www.seopressreleases.com/
Other Tools and ResourcesVisit us.cision.com to register for and learn more aboutCision‟s upcoming free webinars.blog.cision.comnavigator.cision.com journalisttweets.com
Questions?Kevin McFall, Vice President, Global Product Management@JournoPR3point0Heidi Sullivan, Vice President, Media Research North America@hksully