Beginner's Guide to Press Release Optimization


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In this introductory webinar for those new to SEO we'll give a high level overview of why SEO matters to your press release efforts.

We'll tell you what you need to know to get started, show the long term benefits of optimized releases, walk you through an optimized press release and even show you a few tips and tools you can use along the way.

Join us for this practical session on maximizing your press releases' chances of being found, seen and shared online and get on the fast track to becoming a PRO (Press Release Optimizer)!

Published in: Business, Technology, Design
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Beginner's Guide to Press Release Optimization

  1. 1. Beginner s Beginner’s Guide to Search Engine Optimization for Press ReleasesJoseph Miller Alison MacDonaldEON Product Manager Account ExecutiveSan Antonio, Texas Silicon Valley, #bwevents on Twitter
  2. 2. Overview of Today’s Presentation y• SEO• Goals• Keywords• Optimization• Distribution Di t ib ti• Q&A
  3. 3. Well Optimized Releases p
  4. 4. Search Engine Optimization (SEO)TheTh organic process of getting your content indexed and ranked i f tti t ti d d d k d by Search Engines.
  5. 5. WHY SEO IS IMPORTANTThe objective of search engine optimization (SEO) is to increase a Websitestraffic counts, and ultimately conversions, by ranking very high in the results ofsearches for the keywords in the search q y Bruce Clay y query~ y• Increase Traffic• Create awareness of your company y p y• Get more business
  6. 6. Paid orSponsoredS d“SERPS”Natural orOrganic“SERPS”
  7. 7. Google News ResultsGoogleRealtimeResults
  8. 8. Search Statistics• 15.6 billion “core” search queries were conducted in the U.S. in August ‘10 an increase 10, of 6% from ‘December ‘09. (Comscore)• 81% of online purchases start with search. (Forrester Research) Photo by: danardvincente
  9. 9. Press Release Optimization GoalBrand Visibility and Website Traffic
  10. 10. Press Release Optimization Goal SERP Rankings / Rep Management
  11. 11. Develop a Keyword StrategyIdentify Analyze SelectBrianstorm,Brianstorm look at Research t fi d out R h to find t Choose 3 to 5stats, and work with those keywords that keywords that will bestakeholders and are most lucrative, used to optimize yourteams to determine competitive or p press release.which keywords to hi h k d t popular.consider. Find like terms that can be used as alternatives.
  12. 12. Release Optimization FlowWrite for real Going top down,readers and search add your top 3-5 Format and addengines. They are keywords Multimedia to add toboth target throughout your the visibility of youraudiences for your release while release lpress release. retaining readability.
  13. 13. Optimization Focus p 50%10% 40%
  14. 14. Optimizing Headlines p g 50%• What People See First• Use Top Keyword Top Three if possible Keyword. possible.• Title Tag• Search engine results listing
  15. 15. Press Release Optimization Google News Headline Tip G l N H dli Ti 50%• Keep your headline between 2 and 22 Words• L Less or more and Google News may reject dG l N j t• Almost always use Company name
  16. 16. Press Release OptimizationAvoid SA id Special Characters in Headline i l Ch t i H dli 50%
  17. 17. Press Release OptimizationAvoid SA id Special Characters in Headline i l Ch t i H dli 50%
  18. 18. Optimizing Body p g y• First 100 words most important. 40%• First 200 characters used to populate Description Tag. Tag – Used below hyperlinked search engine results listing. – Used as description for RSS feeds.• First 140 characters used as default for Google.• & Business Wire site display.• Al Always use top your three keywords. t th k d
  19. 19. Press Release Optimization Google News Body Tips G l N B d Ti 40%• Most rejected releases under 125 words• Over 1000 words usually go to Finance channels• First paragraph should be at least two sentences• Three sentences is better Th t i b tt• Bullet points are good, but too many bullet points + short paragraphs may negatively affect performance
  20. 20. Optimizing Multimedia p g• Unique description & filename for image q p g or video• Ex. Joseph Miller, EON Product Manager at Business Wire, reacts to receiving 10000 B i Wi t t i i Berkshire Hathaway shares for his birthday 10%
  21. 21. Multimedia
  22. 22. Photos
  23. 23. Video
  24. 24. Where Multimedia Goes•US Newspaper photo desks US•AP PhotoExpress•Yahoo! Finance•Press Association•European Pressphoto Agency E P h t A•Ddp•Newsis•ME Newswire•YourTube•Vimeo•Search Engines•Etc 10%
  25. 25. Press Release Optimization Add Multimedia for Increased Visibility23% of our Top 500 releases in 2010 releases have multimedia.5% of all our releases have multimedia70% more release readsIncrease clickthru % to your websiteand press release.Images served up in Google UniversalSearch and Google Images. g gUse of multimedia downstream on othersites and in print.
  26. 26. Where Release Goes•Newsrooms Newsrooms•Search Engines•Blogs•Email Alerts•Micro Blogs Mi Bl•Fax lists•Mobile Aps•Financial Pages g•RSS Feeds•Anywhere and everywhere
  27. 27. Closing Tips Take Aways T k A• Any A amount of optimization goes a long way. t f ti i ti l• Always optimize the headline.• Optimize your multimedia captions captions.• Don’t forget Hyperlinks to Drive Traffic.• Use tools to help your research.• Think of your press release as a miniwebsite, designed by you, for your client.
  28. 28. Thanks f J i i U T d ! Th k for Joining Us Today!Joseph Miller Alison MacDonaldEON Product Manager Account ExecutiveSan Antonio, Texas Silicon Valley,