SEO for PR pros

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Few media releases are optimised for search engines. Applying basic SEO principles gives more value to clients.

Presented at KickStart 2010, Gold Coast, Australia to a group of IT Public Relations professionals.

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SEO for PR pros

  1. 1. SEO for PR Professionals<br />Ash Nallawalla<br />ash@trainsem.com<br />SEO for PR Professionals<br />1<br />
  2. 2. SEO consulting via www.sem911.com<br />Moderator, Local Search – www.webmasterworld.com<br />Conference speaker – www.pubcon.com<br />Blog – www.netmagellan.com<br />Twitter – http://twitter.com/ashnallawalla<br />Freelance monthly column: SEO & Online Marketing series, APC Magazine<br />Consumer product reviewer, PC Update<br />Contributor, BenefIT (India), IT (India)<br />About Me<br />SEO for PR Professionals<br />2<br />
  3. 3. It’s all about traffic – get links to your website<br />In general, websites are not search friendly:<br />Need lots of text, 300 – 500 words<br />Position key messages high<br />Use headings<br />Tag images and video clips<br />Don’t use Flash or PDF<br />Most of this is out of scope for this audience, so today we’ll focus on Press Releases<br />SEO for PR Professionals<br />3<br />SEO Basic Principles<br />
  4. 4. 1. Use the language of searchers:<br />Ask if the target audience will search for a specific phrase you want to use prominently, e.g. In a headline<br />SEO for PR Professionals<br />4<br />Media Release Writing Tips<br />“cloud computing”<br />
  5. 5. Free Google Keyword Tool:<br />https://adwords.google.com/select/KeywordToolExternal<br />SEO for PR Professionals<br />5<br />Keyword Research<br />
  6. 6. Avoid overused words<br />SEO for PR Professionals<br />6<br />Plain English<br />
  7. 7. Avoid puffery<br />SEO for PR Professionals<br />7<br />Avoid marketese<br />
  8. 8. On your own website you have more control over formatting.<br />Only 1 heading level 1 (H1) – use for Title of the release<br />Can use multiple H2, H3 etc<br />Valuable keywords at the beginning of H1 if possible, i.e. Still needs to be catchy<br />SEO for PR Professionals<br />8<br />Headings<br />
  9. 9. A link to the client’s website helps them greatly.<br />Link to the home page is fine.<br />But a deep link to an inner page is better.<br />SEO for PR Professionals<br />9<br />Insert Links<br />
  10. 10. PRWire - http://prwire.com.au (free)<br />PRWeb - http://www.prweb.com/ (paid)<br />Over 20 others, mostly free – email me for list.<br />SEO for PR Professionals<br />10<br />Use PR Distribution Services<br />
  11. 11. SEO for PR Professionals<br />11<br />Media Release – PRWire example<br />
  12. 12. SEO for PR Professionals<br />12<br />Media Release – PRWeb example<br />
  13. 13. SEO for PR Professionals<br />13<br />2006 example – PRWeb $80<br />
  14. 14. SEO for PR Professionals<br />14<br />In Google<br />
  15. 15. SEO for PR Professionals<br />15<br />Bing<br />
  16. 16. Any questions?<br />SEO for PR Professionals<br />16<br />Q&A<br />
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