| PR is a vital way for any size business or organization | | | | the site. This is why many SEO consultants will include |
| to communicate its message. It is also typically viewed | | | | PR writing and electronic distribution in their monthly |
| as highly credible by consumer markets because it is | | | | SEO maintenance agreements. |
| distributed and published by a third party. | | | | The following types of online content should all be |
| World renowned marketing strategists Al, and | | | | search engine optimized: |
| daughter Laura, Ries give detailed explanation to this | | | | - Press Releases |
| position in their 2004 book, The Fall of Advertising and | | | | - Online Newsroom |
| the Rise of PR. In it they offer solid arguments on the | | | | - Media Kit |
| subject of modern-day brand building. Al and Laura | | | | - Blog posts |
| explain how brands can soar to the top through the | | | | - White papers |
| savvy use of PR. This is because advertising has lost | | | | - E-Newsletters |
| credibility among consumers, while PR has not. | | | | Keyword Research: |
| There are two standard ways to distribute/publish a | | | | Keyword discovery and online competitor research is |
| press release: | | | | needed to effectively determine what keyword |
| | | | phrases need to be used in the press release. The PR |
| 1. traditional print publications | | | | should be optimized for at least 2-4 targeted |
| 2. electronic publications | | | | keywords. |
| When doing electronic PR distribution it is important to | | | | Keep in mind press releases are meant to be read. So, |
| understand and utilize search engine optimization (SEO) | | | | the writing of the piece should always be optimized for |
| and Internet marketing tactics. This leads to a much | | | | people first, and the search engines second. |
| more visible PR campaign. | | | | Keyword Placement: |
| In 2008 an industry survey by TopRank found that | | | | Use keywords in titles, subheadings, and the body of |
| 91% of journalists use standard search to fulfill a | | | | the PR. Also, embed links in the release to the |
| component of their job. This may include researching a | | | | company sites. In addition, keyword optimized media |
| story or locating a subject matter expert. A different | | | | can be included in the press releases as an extra way |
| market research survey, conducted last year by | | | | to generate visibility to the news piece. This may |
| comSource, found that there were over 14 billion core | | | | include images, podcasts, and video. |
| searches on the Internet done in December 2009. | | | | Measuring the Value of the PR: |
| These market intelligence findings tell us that | | | | With PR writing and electronic distribution it is easy to |
| consumers rely on searches daily to find news and | | | | measure the value of each PR piece. Ways to |
| information. | | | | monitor metrics include: |
| It is important for any marketing or PR specialist to | | | | - Review PR-wire service metrics |
| understand the consumer search behaviors and | | | | - Track Web analytics for Web site |
| preferences (keywords) of their client. They should | | | | - Create PR landing pages and track conversions |
| also be aware of which publications their client wants | | | | - Observe inbound links |
| to be featured in. | | | | - Continuously check search rankings |
| Key tactics behind optimizing PR: | | | | Remember... |
| SEO makes it easier for various types of search | | | | There is a lot to consider when striving to build your |
| engines to find, index, and rank the PR content. | | | | brand and increase revenue through PR and marketing |
| Optimizing the PR makes it more visible on the Web. In | | | | communications campaigns. Be sure you understand |
| addition, optimized PR can be mutually beneficial to the | | | | the importance of integrating proven SEO tactics into |
| client's Web site if keywords in the piece link back to | | | | your press releases. |