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SEO for PR pros
 

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 SEO for PR pros Presentation Transcript

    • SEO for PR Professionals
      Ash Nallawalla
      ash@trainsem.com
      SEO for PR Professionals
      1
    • 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
    • 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
    • 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”
    • Free Google Keyword Tool:
      https://adwords.google.com/select/KeywordToolExternal
      SEO for PR Professionals
      5
      Keyword Research
    • Avoid overused words
      SEO for PR Professionals
      6
      Plain English
    • Avoid puffery
      SEO for PR Professionals
      7
      Avoid marketese
    • 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
    • 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
    • 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
    • SEO for PR Professionals
      11
      Media Release – PRWire example
    • SEO for PR Professionals
      12
      Media Release – PRWeb example
    • SEO for PR Professionals
      13
      2006 example – PRWeb $80
    • SEO for PR Professionals
      14
      In Google
    • SEO for PR Professionals
      15
      Bing
    • Any questions?
      SEO for PR Professionals
      16
      Q&A