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. ...

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 Presentation Transcript

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