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Press Release Headline Optimization Marketwire Widmann Mrs2009

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Marketwired
Marketwired

Optimizing press release headlines is the single most important search engine optimization (SEO) technique that can be applied by public relations and other communications professionals.

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Bulldog Reporter: Media Relations Summit 2009 New Techniques for Supercharging the News Release in a PR 2.0 World Presented by: Melanie Widmann Social Media and Search Marketing Manager May 19, 2009
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Industry Reports Are Telling Us Search Engine Optimization (SEO) By PR Professionals
75% of PR professionals are practicing keyword placement
But keywords for PR campaigns are not necessarily chosen by PR professionals
Basic Terminology
Words chosen and placed by copywriters in strategic locations on a web page in order to increase the volume and/or quality of traffic from search engines to a web page. Examples: Brand, Product, Service Name, Geographic Location, Or Topic Keywords
A Search Engine is…
A Search Engine is…
A Search Engine is…
A Search Engine is a set of programs that… ,[object Object]
(2) Finds new pages by following links on pages it has already found http://www2.napier.ac.uk/getready/figures/citations_references.gif A Search Engine is a set of programs that…
(3) Creates an index (catalog) of words and their location for all saved web pages A Search Engine is a set of programs that…
(4) Searches its index for web pages that match search engine user query; and A Search Engine is a set of programs that…
(5) Returns a list of links to relevant web pages (Search Engine Results Pages/SERPs) A Search Engine is a set of programs that…
News Trends
News Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],News Trends
[object Object],[object Object],“ Users have shared nearly a million articles with professional colleagues” (March 20, 2009) News Trends
News Trends
[object Object],[object Object],Blended Search Result Summary Blended Google News Results News Trends
[object Object],[object Object],Blended Yahoo News Results News Trends
[object Object],[object Object],News Trends Blended MSN News Results
[object Object],[object Object],News Trends Blended Ask News And Blog Results
[object Object],[object Object],[object Object],News Trends
[object Object],[object Object],News Trends
[object Object],[object Object],News Trends
[object Object],[object Object],[object Object],News Trends
April Fools
[object Object],News Trends
News Trends
Why Twitter Matters To News http://www.comscore.com/blog/2009/04/breaking_news_and_making_news.html The average Twitter user was often 2 and 3 times as likely to visit the top online news brands as the average person. For example, while 17 percent of the total U.S. Internet audience visited CNN.com in March, more than double that percentage (38 percent) of Twitter.com visitors did so.
Crafting The Perfect Headline
Crafting The Perfect Headline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Crafting The Perfect Headline “ Headlines that work in print don't work online because they're not search-friendly. Your headlines should be clear and declarative and state what your post is about.” Paul Gillin, Veteran Technology Journalist And Author
Tips From Google News ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tips From Yahoo! Small Business ,[object Object],[object Object],[object Object],[object Object]
Tips From YouTube ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommended Headline/ Title Length Also keep in mind that Twitter has a maximum of 140 characters – but leave room for a shortened URL…that’s a net of about 120 characters for Twitter. Headline Google Google News YouTube Yahoo! W3.org Headline/Title Length (Characters) 65-70 Max Displayed In Search Results (no documented recommendation) Min 10 to Max 110 120 Max 67 Max 64 Max
Marketwire Analysis: Headline Length (100K Release Sample, Jan – Dec 2008)
What Should A Headline Include? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Do You Pick Keywords? ,[object Object]
[object Object],How Do You Pick Keywords?
[object Object],How Do You Pick Keywords?
How Do You Pick Keywords?
How Do You Pick Keywords? ,[object Object],[object Object],[object Object]
How Do You Pick Keywords? ,[object Object],[object Object]
How Do You Pick Keywords? ,[object Object],[object Object]
Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
Sample Release
Resources Social Media Corner on LinkedIn http://twitter.com/smcorner http://www.marketwire.com/PR 2.0 http://www.marketwire.com/SMStrategy Public Relations Marketing and Planning Tools Summary From Marketwire
[object Object],[object Object],[object Object],Melanie Widmann, Social Media and Search Marketing Manager With an MBA and a background in finance, technology and marketing, Widmann brings leadership and professional experience that is rooted in search engine optimization and social media best practices. Her work at InfoSearch Media and as a web developer have given her hands-on in-depth knowledge of both the back-end coding and the front-end search marketing involved in successful Internet strategies. Most recently, Widmann has worked with and has been influential in the production of Marketing Sherpa’s 2009 Social Media Marketing and PR Benchmark Guide , recently published in February 2009. Contact And Bio

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Press Release Headline Optimization Marketwire Widmann Mrs2009

  • 1. Bulldog Reporter: Media Relations Summit 2009 New Techniques for Supercharging the News Release in a PR 2.0 World Presented by: Melanie Widmann Social Media and Search Marketing Manager May 19, 2009
  • 2.
  • 3. What Industry Reports Are Telling Us Search Engine Optimization (SEO) By PR Professionals
  • 4. 75% of PR professionals are practicing keyword placement
  • 5. But keywords for PR campaigns are not necessarily chosen by PR professionals
  • 7. Words chosen and placed by copywriters in strategic locations on a web page in order to increase the volume and/or quality of traffic from search engines to a web page. Examples: Brand, Product, Service Name, Geographic Location, Or Topic Keywords
  • 11.
  • 12. (2) Finds new pages by following links on pages it has already found http://www2.napier.ac.uk/getready/figures/citations_references.gif A Search Engine is a set of programs that…
  • 13. (3) Creates an index (catalog) of words and their location for all saved web pages A Search Engine is a set of programs that…
  • 14. (4) Searches its index for web pages that match search engine user query; and A Search Engine is a set of programs that…
  • 15. (5) Returns a list of links to relevant web pages (Search Engine Results Pages/SERPs) A Search Engine is a set of programs that…
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  • 32. Why Twitter Matters To News http://www.comscore.com/blog/2009/04/breaking_news_and_making_news.html The average Twitter user was often 2 and 3 times as likely to visit the top online news brands as the average person. For example, while 17 percent of the total U.S. Internet audience visited CNN.com in March, more than double that percentage (38 percent) of Twitter.com visitors did so.
  • 34.
  • 35. Crafting The Perfect Headline “ Headlines that work in print don't work online because they're not search-friendly. Your headlines should be clear and declarative and state what your post is about.” Paul Gillin, Veteran Technology Journalist And Author
  • 36.
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  • 38.
  • 39. Recommended Headline/ Title Length Also keep in mind that Twitter has a maximum of 140 characters – but leave room for a shortened URL…that’s a net of about 120 characters for Twitter. Headline Google Google News YouTube Yahoo! W3.org Headline/Title Length (Characters) 65-70 Max Displayed In Search Results (no documented recommendation) Min 10 to Max 110 120 Max 67 Max 64 Max
  • 40. Marketwire Analysis: Headline Length (100K Release Sample, Jan – Dec 2008)
  • 41.
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  • 44.
  • 45. How Do You Pick Keywords?
  • 46.
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  • 49. Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
  • 50. Sample Release BlackBerry Takes the World by Storm with Verizon Wireless and Vodafone
  • 52. Resources Social Media Corner on LinkedIn http://twitter.com/smcorner http://www.marketwire.com/PR 2.0 http://www.marketwire.com/SMStrategy Public Relations Marketing and Planning Tools Summary From Marketwire
  • 53.