The Key to Keywords: News Optimization for Better Results (Webinar from PRWeb)
What is the Goal of your News Release?
1. Communicate a message for public relations
- Choose broad key phrases
- Careful attention to submission categories (News sites and syndication networks use these categories to pick up releases)
2. Optimize content for search engines
- Choose broad key phrases for branding and reputation management
- Choose well-targeted key phrases for specific SEO effort
Goal -> Keyword -> Release Topic
Backwards from traditional news releases
- Goal – Public relations or SEO or both?
- Key phrase – Use tools for help
- Release topic – Decide how to frame your effort in a way that matches your goals
Don’t forget the “Triangle of SEO”
- Keyphrase
- Text backlink
- Optimized web page
Keyword Tools for Effectiveness News Releases
1. Google AdWords Keyword Tool
- Easy to use
- Important data
- Free
- From the source
- Visual representation
- Based on Google historical data
- Spawn new ideas
- Great keyword research
- Quick, easy download
- Some other useful tools
Which key phrase should I use?
Keyword phrase profitability = High traffic & Low competition
- Don’t forget the art – it MUST make sense
- You know your business and your clients
- Look at the Top 10 – can you break into it?
Steps to finding a solid key phrase target…
- Google Keyword Tool – start broad and narrow
- Use Wonder Wheel to get ideas if necessary
- Plug phrase into Market Samurai for index and ranking competition
- Choose a phrase with: High traffic, low index competition, market viability, and accessible Top 10
Latent Semantic Indexing – What is it? Can it help?
- Latent Semantic Indexing (LSI)
- Latent – in the background
- Semantic – what does it mean
- Indexing – how the search engine organizes your content
- Don’t necessarily expect your target key phrase to be the most important
- The long-tail…again
- Where to find good words to help with LSI? Google!
How to use LSI?
Rule of thumb: Use one or two semantically related words (LSI) in your summary, and in your first sentence or two of the body copy. Use related word as a second link to an interior page.
Adding key phrases to your News Release
Headline
- Should you think like a robot or a person?
- Rule of thumb: Insert main key phrase
Summary
- Introduction and central purpose
- One or two sentences
- Rule of thumb: Insert key phrase and variation of your key phrase
Body Copy
- Variation of key phrase in first or second sentence
- Rule of thumb: Make sure key phrase is in first sentence or two and then forget about it!
- Rule of thumb #2: It’s all about the link (for SEO, that is)
Adding links to your Press Release
How many links?
Editorial guidelines allow for 1 link per 100 words of text
Really, how many links?
Match guidelines up to 5 (or 6) links
What links?
Rule of thumb: Make sure you have the following:
- Your company name linked to your Homepage
- A broad version of your main key phrase linked to your Homepage
- Targeted key phrase linked to interior page
- Targeted key phrase linked to interior page – LSI words!
- Fully qualified URL to your website
Your Key Phrase Plan – Your SEO Strategy
It all starts with your website content
- What key phrases are important to your content?
- What content will you build?
- Determine content and key phrase plan for 6-12 months
Identify your target key phrases
- Use various tools to find target key phrases
Your strategy should focus on the Triangle of SEO
- Get the key phrase, build the optimized page, get the targeted backlink
Use News Releases!
- Expert and authority source
- Backlinks are valuable
- You control the anchor text
- Own the SERP!
- Recommend minimum 1/month
Harry Brooks, President and Founder, Search First Internet Marketing
Tags: press releases, prweb