How to make your press release thrive online <ul><li>SEO – Search Engine Optimization </li></ul><ul><ul><li>What is it? </...
Paradigm Shift <ul><li>Out with the old. </li></ul><ul><ul><li>Journalists as the only target </li></ul></ul><ul><li>In wi...
How a Search Engine Works <ul><li>“  The perfect search engine understands exactly what you mean and gives you back exactl...
Search Engine Optimization <ul><li>The process of improving the volume and quality of traffic to a website from search eng...
 
Why is Google important? <ul><li>10-12 billion searches per month in the US </li></ul><ul><li>Search Engine Market Share  ...
Interesting Google Stats <ul><li>Total Google Clicks </li></ul><ul><ul><li>86% Organic </li></ul></ul><ul><ul><li>14% Paid...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Things to do tomorrow <ul><li>Research keywords and decide on one to use in your next release. </li></ul><ul><li>Embed a h...
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IABC Presentation on SEO

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Here is a presentation on optimizing your press release for online search through keyword research and density.

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  • IABC Presentation on SEO

    1. 2. How to make your press release thrive online <ul><li>SEO – Search Engine Optimization </li></ul><ul><ul><li>What is it? </li></ul></ul><ul><ul><li>Why is it important? </li></ul></ul><ul><ul><li>How does it relate to what I do? </li></ul></ul><ul><ul><li>How can I incorporate it in my press release? </li></ul></ul>
    2. 3. Paradigm Shift <ul><li>Out with the old. </li></ul><ul><ul><li>Journalists as the only target </li></ul></ul><ul><li>In with the new. </li></ul><ul><ul><li>Multi-faceted approach: Direct-to-consumer, electronic media, social media and traditional journalists… </li></ul></ul>
    3. 4. How a Search Engine Works <ul><li>“ The perfect search engine understands exactly what you mean and gives you back exactly what you want.” </li></ul><ul><li> – Larry Page, co-founder of Google </li></ul><ul><li>PageRank System and Signals (algorithm) </li></ul>
    4. 5. Search Engine Optimization <ul><li>The process of improving the volume and quality of traffic to a website from search engines via “natural” search results </li></ul><ul><ul><ul><li>http://en.wikipedia.org/wiki/Search_engine_optimization </li></ul></ul></ul><ul><li>Website (press release) without SEO is like a billboard in the middle of the woods. A website (press release) with SEO takes that billboard and puts it on a major highway. </li></ul>
    5. 7. Why is Google important? <ul><li>10-12 billion searches per month in the US </li></ul><ul><li>Search Engine Market Share </li></ul><ul><ul><li>Google 62.9% </li></ul></ul><ul><ul><li>Yahoo 16.8% </li></ul></ul><ul><ul><li>Live Search 9.8% </li></ul></ul><ul><ul><ul><li>Nielsen Online December 2008 Search Engine Share Rankings </li></ul></ul></ul>
    6. 8. Interesting Google Stats <ul><li>Total Google Clicks </li></ul><ul><ul><li>86% Organic </li></ul></ul><ul><ul><li>14% Paid Search </li></ul></ul><ul><li>Average Google Query is 4 words </li></ul><ul><li>25% of Google’s Daily Queries are unique </li></ul>
    7. 32. Things to do tomorrow <ul><li>Research keywords and decide on one to use in your next release. </li></ul><ul><li>Embed a hyperlink in your keyword that links back to a specific page on your website that talks about that keyword. </li></ul><ul><li>Put your press release online……through Business Wire </li></ul>
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