May 7 Optimized Webinar Lowres (2)


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May 7 Optimized Webinar Lowres (2)

  1. 1. "Learn the Secrets of Optimized Press Releases" Thursday, May 7, 2009 Presenters: Doug Hay, Expansion Plus/PRESSfeed Melinda Van Patter, Marketwire
  2. 2. Agenda • Communicating in a Web 2.0 World • 3 Types of Press Releases: Traditional, Optimized, Social Media • The PRESSfeed Toolbar • Optimizing Your Release: Detailed Steps • Social Media: Potential Audience • Social Media Press Releases • Top 5 Takeaways • Type your questions and we will answer at the end • Q&A
  3. 3. Communicating in a Pre-Web 2.0 World Companies controlled the message Media acted as gatekeeper Conversation was “top-down” and one way Audiences waited for the story
  4. 4. Communicating in a Web 2.0 World What does What kind of digital EVERYONE ELSE think? camera should I buy? Check out how What are you doing COOL THIS IS! NOW?
  5. 5. Communicating in a Web 2.0 World Conversation is multi-directional Gatekeepers are gone Audience is actively participating Image courtesy of Brian Solis
  6. 6. Pick Your Tools • Blogs – publish and/or reach out • Microblogging – presence (Twitter) • Podcasts • Video • Articles • Press Releases • Images • RSS Feeds • Social News Sites • Social Networks
  7. 7. Search Trends Among Consumers • 93% of Internet surfers look for company information through search • 80% use search to make purchases on the Web • Top search engine rankings can generate up to 900% more traffic to a site, potentially increasing exposure up to 80% Search Trends Among the Media • 98% of journalists go online every day • 76% of journalists search for sources/experts • 73% of journalists search for news releases Source: MarketingSherpa
  8. 8. 3 Types of Press Releases 1. Traditional: for newspapers, radio, TV, magazines - top down, rely on media to reach target audience 2. Optimized: for online audiences & buyers – online press kit, unique web page, direct communication, searchable 3. Social Media Press Releases: for media, bloggers, consumers – viral, word of mouth, conversational
  9. 9. Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders
  10. 10. Press Releases Online News Engines Search Engines Journalists/Bloggers Buyers
  11. 11. Optimized (SEO) Press Releases Integrating key words, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers, not media REMEMBER! You don’t need to be a programmer to take advantage of SEO – the technology is SIMPLE!
  12. 12. Optimized (SEO) Press Releases Integrating embedded multimedia such as video and photos – ENGAGES readers and buyers TELLS A STORY
  13. 13. Detailed Steps • There are 11 key steps to research, write, optimize and distribute an online press release • Full toolbar:
  14. 14. 1. What Is The Release About? • Get the data about the release. Look it over for obvious keywords • E.g. ABC Company and the Green Foundation plan to hold an event to educate parents about the effects of harmful chemicals found in ordinary household products on children. • The most obvious words of interest will be harmful chemicals and children
  15. 15. 2. Find A News Item • Find a news item or statistics that can be used in the lead • Tool: Yahoo! News, Google News Timeline • E.g. A release about chemicals in household products. • A news search reveals a book written by a pediatrician and statistics about kids being poisoned by household chemicals.
  16. 16. 2. Find A News Item
  17. 17. 2. Find A News Item
  18. 18. 3. Key Word Research • Do your Keyword Research based on what you find. • Look for words and phrases that people are searching for, so you get the most traffic to your release • Tools: Google Adwords Free Keyword Research Tool or Nichebot
  19. 19. 4. Make A Search Term Grid Create a grid of the search term, number of searches and competitive pages in Google.
  20. 20. 5. Write The Headline • Use the keywords as close to the beginning of the headline as possible. • The headline should not be longer than 65 characters (with spaces) • Original headline: ABC Company and the Green Foundation Educate Parents on the Effects of Chemicals on Children 93 characters • Optimized headline: Toxic Household Chemicals Harmful to Children 48 characters • Subhead: ABC Company and the Green Foundation educate parents on the effects of dangerous chemicals in everyday household products
  21. 21. 6. Write The First Paragraph • Use main keyword in the first paragraph. • Put a link to your website at the end of the first paragraph, using the keyword or phrase as anchor text for the link. • Example: …The study links damaging the protective layer of Photo credit: Ariel Soudak the skin to the formation of dry skin. (When you use keywords to make the link it is called anchor text)
  22. 22. 7. Write The Body Of The Release • Use your main keyword a few more times in the release and once in the last paragraph. • Link to your website at the end of the release. • E.g. Shielding lotion replaces the protective layer of the skin and dermatologists have found it effective for the treatment of dry, itchy skin.
  23. 23. 7. Write The Body Of The Release • Check to see that you have not used the keywords more than 2% 2% of the total word count. • E.g. If the release is 300 words - use the keyword or phrase a maximum of 6 times - in the headline, the first paragraph, the last paragraph and a couple of times in the body.
  24. 24. 8. Post To Your Own Website • Put the release onto your website in your Media Room before you send it on the wire. • Google will acknowledge the first site it appears on as the owner of the content. So you want that to be your website. • Use a tool or platform that allows you to load the release yourself so you are not dependent on a webmaster or the IT department.
  25. 25. 9. Syndicate In RSS Syndicate your release with an RSS (Really Simple Syndication) News feed.
  26. 26. 10. Distribute On Wire Service • Distribute the release on a wire service such as Marketwire • There are Free Press Release Services but these will not get you into Yahoo! News, which is the largest news engine on the web.
  27. 27. 11. Track Results • The wire service should give you lots of stats about how well your release does. • Also check in Yahoo! News and Google News to see where it shows up for the keywords. • If it is well optimized, on the day it is released it should appear on page one when you do a search for your keywords in the news engines.
  28. 28. 11. Track Results Detailed Distribution and Access tabs, showing who received your release, and who read it Web Clips tab highlights online pick-ups from leading news destinations and search engines (Yahoo!, Google, Lycos) For SEO releases, SEO tab highlights top search engines and popular search terms from the release
  29. 29. Potential Audience iTunes Facebook Photobucket 70 Million Users 50 Million Users 38 Million Users Top Blog Sites YouTube 24 Million Users Second Life 300+M videos viewed daily 13 Million Residents Flickr Twitter LinkedIn 1.5 Million Users 35 Million Users ½ Million Users
  30. 30. Social Media Press Releases •The Social Media Release is an adaptation of the traditional news release to make your message more engaging and user-friendly in this new media environment •If your goal is conversation and increased web presence, then the Social Media Release is a key tool and a first step in sparking the dialogue'S-Inc- NASDAQ-REED-984473.html
  31. 31. Social Media Press Releases Audio Headline Multimedia Elements Summary DIGG,Technorati, Search Bulleted Engine Stats News Facts LinkedIn/Facebook (Social Networking) Multiple Quotes Trackback and Friendly Permalink Social Bookmarking Links Corporate RSS Feed Resources Social Media Newsroom Intelligent Keyword Navigation Moderated Comments Technorati Navigation Corporate Web Site
  32. 32. Social Media Press Releases The Social Media Release format puts the power of distribution and content repurposing into the hands of the social media community via sharing and bookmarking…it can become a viral PR mechanism.
  33. 33. Top 5 Takeaways 1. Optimized press releases allow you to communicate DIRECTLY with audiences online - there is no gatekeeper 2. Keywords are important – research, choose and use them wisely 3. Add your press releases to your website in a RSS feed 4. Use a wire service for broader distribution 5. The technology behind optimization is EASY – all you have to do is write great content
  34. 34. Social Media Webinar Series • 4-part webinar series + 4 social media white papers • Webinar #1: Setting Baselines & Goals • Webinar #2: Researching & Planning • Webinar #3: Choosing Your Tactics • Webinar #4: Measuring ROI • Vistit to register
  35. 35. Contact Doug Hay, CEO, Expansion Plus 626-793-4911 Melinda Van Patter, Client Relations Manager, Marketwire 416-941-5828
  36. 36. Resources PR 2.0 Toolbar