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SEO Your Press Release - Best Practice

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Effective campaigns, product or event announcements is essential to use the right keywords. These researched keywords are part of the content in the press release, web pages, social media and any other assets

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SEO Your Press Release - Best Practice

  1. 1. Press Release – SEO Best Practice SEO/SEM & Search – Web Presence Optimization Andrea Berberich http://seosemadvice.com 1
  2. 2. Agenda Re-evaluating Press Releases     Why Optimizing Press Releases? What to do before creating Press Releases? What is important about Press Releases? Press Releases & Digital Marketing http://seosemadvice.com 2
  3. 3. Why Optimizing Press Releases?    1-2 Companies use PR Newswire to build branding and awareness Press Releases reach beyond journalists and news channels Press Releases carry company news directly to     Customers Prospects Bloggers End Users (consumers) http://seosemadvice.com 3
  4. 4. Why Optimizing Press Releases?  2-2 Press Releases are published and   Can be found in Search Engines Make the way through Social Media Channels     Shared by Advocates Re-shared to potential customers Link from Partner web sites Receive comments and feedback http://seosemadvice.com 4
  5. 5. What to do before creating a Press Releases?  1-2 Effective campaigns, product or event announcements it is essential to use the right keywords. These researched keywords are part of the content in the press release, web pages, social media and any other assets related to product, solution or company  Synchronize with Stakeholder/Product Manager, Corporate & Field Mktg., Web & SEO Manager to discuss selected keywords and content strategy  Incorporate selected keywords in Browser Title, Meta Description, Headlines and content  Communicate with the Web & Social Media team and create a cohesive messaging http://seosemadvice.com 5
  6. 6. What to do before creating a Press Releases?  2-2 Think SEO and consider Mobile     Is your press release available in all the search engines? Can it be found in mobile search engines? Is it readable on any mobile devices? Can web user link to additional information?   Can the press release easily be shared? Can web users leave feedback? http://seosemadvice.com 6
  7. 7. What is Important about Press Releases? It is all about content  Important about any Press Releases is content      Educate your audience and spark a conversation Report valuable company news and industry specific data Encourage feedback & re-share activities Plan & announce follow up Press Releases Press Release audiences are       Influencers (bloggers, critics, competitors) Journalists Advocates (Endorsers of products & company) Followers Partners Customers & Consumers http://seosemadvice.com 7
  8. 8. Press Releases & Digital Marketing 1-3 Press Release need to be engaging not only for the PR Newswire but also for various different channels  Social Media channels      Twitter – create a compelling message in 140 characters or less and link to the full version of the press release Optimize Open Graph meta data (when available) Add hashtags Create engaging Social Media Messaging Create an Infographic version of the press release or brief PODCast, engage on blog radio http://seosemadvice.com 8
  9. 9. Press Releases & Digital Marketing    2-3 Use technologies such as YouTube, Pinterest, iTunes, Flickr, Slideshare, blog radio, etc. and share your message in different formats Share your press release on channels such as Digg, reddit, Techdirt, wired.com, Slashdot, Techmeme, Ars Technica & etc. Share press releases with co-workers & social networks http://seosemadvice.com 9
  10. 10. Press Releases & Digital Marketing  3-3 Search        Have a compelling Browser Title in 60 characters or less not exceeding 70 characters Meta Description – create a message in 160 characters or less and add a CTA (call to action) Cross link to important web pages to further support the press release Ask business partners or blog sites to link to the press release with related information Link or embed to a video or podcast Link to important assets such as Infographic, Images & PDFs Engage with SEM (PPC) to possible run a brief campaign http://seosemadvice.com 10
  11. 11. Thank you! Reference: Source: http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties by Lisa Buyer http://seosemadvice.com Andrea Berberich http://seosemadvice.com 11

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