Press Release SEO Webinar Powerpoint

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  • Ali Okay, then it seems that we should cover come background information before moving on, so quickly, let’s define SEO and illustrate how it relates to your press release strategy.   Search Engine Optimization is the organic process of getting your content indexed and ranked by search engines. The “organic” piece simply means that you are not paying for the content’s ranking. Because the Press Releases going through Business Wire are also set up as individual web pages, it is important that your SEO strategies for your website are mirrored on your press releases. Anything you do on your website for SEO and higher rankings will be good practice to implement for your press releases.
  • Joseph Here’s a closer look at a Search Engines Results Page or SERP from Google. Take a look at the top of the page and on the far right column, this where paid or sponsored results show. Below the sponsored results, you’ll see the natural or organic results. This is where your press release most often shows up, often in a special news section, and appearing here is one of the main goals in optimizing your press release. With a good press release optimization strategy, you’ll increase your chances of landing on page one of Google results and ultimately gaining increased visibility for your press release, brand and company. But, I also have to throw out a disclaimer and say that there is no guarantee of getting on the front page for a given term, especially if its extremely competitive and competitors are fighting hard for similar positioning within the same arena. In addition, the Google algorithm is made up of over 200 different variables and Google is also constantly experimenting with the results pages, as I’m going to show now.  
  • Ali Okay, we’ve covered a few keyword tips, now let’s get into the search engine optimization strategy for your press release. First, you want to make sure you are writing with two audiences in mind. This is part art and part science. You want to include keywords and links throughout your release to be found by search engines, but you don’t want to irritate your human readers by being overly repetitive. Second, you want to add rich text formatting to your release for both audiences. Finally, you want to add additional multimedia elements to your press release to increase its visibility.
  • Ali Okay, then it seems that we should cover come background information before moving on, so quickly, let’s define SEO and illustrate how it relates to your press release strategy.   Search Engine Optimization is the organic process of getting your content indexed and ranked by search engines. The “organic” piece simply means that you are not paying for the content’s ranking. Because the Press Releases going through Business Wire are also set up as individual web pages, it is important that your SEO strategies for your website are mirrored on your press releases. Anything you do on your website for SEO and higher rankings will be good practice to implement for your press releases.
  • Press Release SEO Webinar Powerpoint

    1. 1. Getting Your Press Releases to Rank Getting Your Press Release to Rank
    2. 2. Twitter <ul><li>www.twitter.com/businesswire </li></ul><ul><li>#bwchat </li></ul>
    3. 3. Today’s Presenters <ul><li>Jessica Lueck </li></ul><ul><li>Marketing Associate </li></ul><ul><li>Los Angeles </li></ul>John Sanders Account Executive Dallas
    4. 4. Overview of Today’s Presentation <ul><li>What is SEO? </li></ul><ul><li>On Page and Off Page Optimization </li></ul><ul><li>Keywords </li></ul><ul><li>Press Release Optimization </li></ul><ul><li>Backlinking Strategies </li></ul>
    5. 5. The organic process of getting your content indexed and ranked by Search Engines. Search Engine Optimization (SEO)
    6. 6. Natural or Organic “SERPS” Paid or Sponsored “SERPS”
    7. 7. How Does Google Determine Rankings? <ul><li>On Page Optimization (Common Name for SEO) </li></ul><ul><ul><ul><li>Meta Tags and Descriptions </li></ul></ul></ul><ul><ul><ul><li>Keywords on Your Page </li></ul></ul></ul><ul><ul><ul><li>Navigation and Page Name Structure </li></ul></ul></ul><ul><ul><ul><li>Anchor Text </li></ul></ul></ul><ul><ul><ul><ul><li>An Anchor Text is a hyperlink embedded into a word or phrase. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>i.e. press release distribution </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The best way to link your content. Makes it easy for Google to know what your links are about. </li></ul></ul></ul></ul>
    8. 8. How Does Google Determine Rankings? <ul><li>Off Page Optimization </li></ul><ul><ul><li>Google looks at the number of incoming links to your web content to determine its popularity and ranking. These type of links are referred to as Backlinks. </li></ul></ul>
    9. 9. Paradigm Shift <ul><li>A Press Release is a Micro Site </li></ul><ul><li>Two Audiences: Humans and SE’s </li></ul><ul><li>You Need To Prep Each Press Release Like You Would Your Website or Blog </li></ul><ul><ul><li>i.e. Keyword Research, Keyword Copywriting, Tags, Anchor Text, etc. </li></ul></ul><ul><li>Your Business Wire Press Releases are Built on a Powerful, Patented SEO Platform </li></ul>
    10. 10. Content Writing Write for real readers and search engines. They are both target audiences for your press release. Off Page Optimization Create relevant anchor text backlinks to your press release On Page Optimization Going top down, add your primary keyword and secondary keywords throughout your release while retaining readability . Release Optimization Flow
    11. 11. It All Starts with Knowing Your Keywords <ul><li>Knowing your keywords will determine the way you optimize your release. It’s the foundation of any successful SEO strategy. </li></ul><ul><li>Keyword Research: </li></ul><ul><ul><li>What would the person I’m trying to reach type into Google to find my company or services? </li></ul></ul><ul><ul><li>How many people are searching for those keywords? </li></ul></ul>
    12. 12. It All Starts with Knowing Your Keywords <ul><ul><li>Use Keyword Tools </li></ul></ul><ul><ul><ul><li>Google Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Google Insights </li></ul></ul></ul><ul><ul><ul><li>Google Trends </li></ul></ul></ul><ul><li>Identify Primary and Secondary Keywords </li></ul><ul><ul><li>Optimize Release for Primary Keyword and Two other Keywords Max </li></ul></ul>
    13. 13. <ul><li>One of the Major Factors For Ranking Your Press Release </li></ul><ul><li>Always Include Your Primary Keyword </li></ul><ul><ul><li>If you can, also include a secondary keyword </li></ul></ul><ul><li>Keep Headlines Short and Simple </li></ul><ul><ul><li>2-22 words. For best results, under 10 words </li></ul></ul>Optimizing Your Headline
    14. 15. Backlink Your Press Release (Off Page Optimization) Your Optimized Press Release
    15. 16. Business Wire is a Powerful Source of Backlinks <ul><li>Backlinks that Google loves </li></ul><ul><ul><li>Each release is sent to over 5,000 online databases, search engines, online trades, blogs, and more </li></ul></ul><ul><ul><li>Releases embedded with your links are posted on high authority sites </li></ul></ul><ul><ul><li>Highly Relevant Links </li></ul></ul>
    16. 17. EON <ul><li>EON is Business Wire’s optimized platform where we archive your releases for long-term search engine visibility and rankings </li></ul>
    17. 18. Anchor Text Your Release Anchor Text Primary Keyword on Another Press Release
    18. 19. Write a 250 Word Blog Post Optimized for your Primary Keyword Include an image in the blog post. Name the image your primary keyword Anchor Text Primary Keyword in Blog Post to Press Release
    19. 20. Twitter and Facebook Backlinking <ul><li>Can’t Use Anchor Text </li></ul><ul><li>Link Your Release Via Business Wire’s Social Sharing Feature </li></ul>
    20. 21. Use the EON version In social media
    21. 23. Multiple First Page Rankings for the Keyword: Micro Application Packages Limited
    22. 24. Takeaways <ul><li>SEO is Driven by Content </li></ul><ul><li>Google looks at On Page and Off Page Optimization </li></ul><ul><li>Create a Plan </li></ul><ul><li>Know your Keywords </li></ul><ul><li>Optimize Your Release For a Primary and Two Secondary Keywords </li></ul><ul><li>Anchor Text Your Press Release on Other Web Properties </li></ul><ul><li>All These Strategies Apply To Any Web Property You Want to Rank </li></ul>
    23. 25. Questions <ul><li>Jessica Lueck </li></ul><ul><li>[email_address] </li></ul>John Sanders [email_address] Contact: Follow Us: twitter.com/businesswire facebook.com/businesswire blog.businesswire.com

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