Webinar Series: Say Hello to Recognition

Say Hello to RecognitionWatch another free series of excellent webinars from the experts at SEO.com. Learn how to gain recognition, boost your sales revenue, and increase market share.

If you enjoyed our Learn to SEO Like a Pro series, you’ll love these new webinars. You’ll get great tips on lead generation, small business SEO, local marketing success, and optimizing press releases. Along the way, you’ll learn how public relations relates to SEO and how you can get ranked high on Internet searches in your local area.

Here are the dates and topics for these webinars.

The Science of Lead Generation

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Webinar Transcript

Pat: Greetings, everyone, and welcome to today’s SEO.com webinar. We’re here with Greg Bay, who has prepared an excellent presentation about lead generation. It’s something that every business should be paying attention to. It’s something that I’m always anxious to learn more about because there truly is a science to it, and Greg’s here to talk to us today about the science of lead generation. How are you doing today, Greg?

Greg: Doing really good. Thanks, Pat.

Pat: Thanks a lot for being with us. I think this is going to be a really valuable webinar for folks.

Greg: I agree for sure.

Pat: Let’s get started. I know Greg’s got a nice little setup here for his presentation. I checked it out earlier today and I think everyone’s going to enjoy it. Greg, why don’t you tee it up for us? Where do we begin?

Greg: First I want to say thanks, Pat, for the introduction. I’m really excited for this presentation this morning. Lead generation is a big part of everyone’s strategy in determining where they are going to be getting their clients and how they make money online. I’m mainly going to be focusing on the types of lead sources that have to do with online marketing because that’s our area of focus here.

Generating leads can be a challenge for a lot of people. When I talk about leads or traffic sources, they are kind of different, but I’m going to be talking about them as kind of the same thing today. There are different lead sources and ways to gather leads, whether it is through contact forums or things like that, having people call you on the phone, or traffic sources. To start off, I’m going to be talking about traffic sources and some of the main traffic sources or lead sources that you can have with online marketing. There are many different types:

  • Some of those are paid, like PPC, AdWords, etc.
  • Organic, which has mainly to do with SEO.
  • Social media
  • Referrals or referring sites
  • Email or email campaigns
  • Direct traffic

Some of the main contributors to these different types of leads or traffic sources are PPC, display ads, retargeting, searches and those that use search engines, and other search places like YouTube. Social media includes Facebook, Twitter, and LinkedIn. Referrals are from other, third-party websites. Emails include people who are getting newsletters, offers that you have for potential or current clients, etc. Direct traffic comes from either return visitors or more like a catch-all—someone that may see or hear about you and later go to your website.

Pat: Now, Greg. Are any of these categories more effective than the others? Or is kind of comparing apples to oranges to try and classify that?

Greg: For sure. It really is comparing apples to oranges, and we’re really going to get into this as to setting up a custom strategy for you and your business. It can vary due to industry and things like that. You really have to do your research and know who your target audience is to know what is going to be the best strategy for leader traffic sources.

Webinar Highlights:

  • The “scientific method” for lead generation is to define your goals, research your target audience, test your approach, and analyze the results.
  • Your goals should be based on key performance indicators that will lead to a return on your investment. You may have goals of converting searches to visitors, or visitors to leads or sales.
  • You need to research your target audience and find out what they are interested in and searching for, because that will get traffic to your site.
  • Getting more traffic on your site isn’t enough—you need the content of your site to lead visitors to convert, or make a purchase.
  • You need to organize your site well and put clear calls to action on each page.
  • If you are not specifically targeting your ideal audience, you will probably pay too much money on marketing for the number of conversions you make.
  • Once you have identified your target audience and a strategy to reach them, you need to put it in action and analyze the results.
  • When analyzing, you need to revisit your goals and research, then see if your marketing test reached your audience and those goals.
  • To perform a proper analysis, you must carefully track what you are doing throughout each phase of the process so you know what to change.
  • Track your website traffic and see where it comes from, what pages visitors view, what they click on, and what calls to action they click on.
  • After you have analyzed the data you gained from tracking the website, implement some changes then start tracking again. After a certain amount of time, analyze the new data and compare it with the old.
  • With this kind of tracking, you can start measuring how much each lead costs. You can see how much it costs to convert each type of lead into an opportunity, and how much it costs to convert each opportunity into a sale. This is a cost-benefit analysis on your marketing strategy.
  • Different lead sources generate different amounts of leads, so you want to put the most money where you get the most leads.
  • Gathering and analyzing the data is the hard part—once you’ve done that, it’s pretty easy to decide what changes to make to your marketing strategy.
  • Getting sales is an overall goal, but you want to be selective about how you get those sales.
  • Google Analytics and other tracking software offer goal tracking to help you see how well you are achieving your goals for each lead source.
  • This system focuses on testing and analyzing leads. That is where you get the information necessary to make good marketing decisions.
  • Google Analytics may be free, but it is not a limited product. Google really wants to help businesses be able to analyze how well their websites are converting leads to sales. It can provide you with all the information you need.
  • Salesforce is a good tool for tracking how well you convert each lead into an opportunity and then into a sale.
  • Jumping in is the best way to learn it. Take small steps to teach yourself this process and learn how to analyze your leads. Start with a few lead sources and then adopt more as you get more comfortable with the process.
  • People feel differently about each form of social media. For example, people tend to be more comfortable with advertisements on Twitter than Facebook. You want to focus on the area where people feel comfortable receiving ads.
  • Let’s say that you want to double your sales and most of your sales come from your website, then you need to double the number of visitors to your site. Analytics will help you see what this traffic is and how it comes in, and then you can improve in those areas.
  • If the traffic is organic, you need to improve your keywords and build your SEO.
  • If plenty of people are coming, you need to improve your conversion rate, and that happens through testing different calls to action and other content.
  • Ultimately, the best way to double your sales is to both increase traffic to your site and increase your conversion rate. Seldom will just one of these approaches double sales by itself.

SEO for Small Businesses

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Webinar Transcript

Pat: Thank you everyone for joining us for today’s SEO.com webinar: SEO for Small Businesses. My name is Pat. I’m here with Bryan Phelps. Bryan is a director of SEO at SEO.com who specializes in helping small businesses improve their search engine optimization. How are you doing, Bryan? Thanks for being with us today.

Bryan: I’m doing great, Pat. How are you?

Pat: I’m great. I know you have a great presentation planned. I’m excited to get into it. I think everyone’s going to appreciate it. Do you want to give us an idea of what you plan to talk about today?

Bryan: Yeah. We’re going to talk about SEO for small businesses. We’re going to go into high-level detail about how small businesses can grow their businesses online through SEO, and then I’ll give a lot of specific items you can take away that actually apply to your business.

Pat: Sounds interesting. I’m sure a lot of business owners who are in the audience are going to get a lot out of this.

Bryan: Yeah, I hope so.

Pat: Where do we start with a conversation about this, Bryan?

Bryan: Well, there are a few things that are different about small business SEO. That term gets thrown out a lot. One of the first things that comes to mind that’s different is obviously budget constraints. I’ve worked with a lot of large businesses that spend $30,000 per month. That’s obviously not realistic for a lot of small businesses.

The next step from there is competition. Depending on your type of small business, there could be less competition, which is great for those businesses. Or you could have a small business that’s competing with Wal-Mart, Apple, or any other big brand out there.

The third thing that’s a little different is local SEO. Small businesses that focus on a local area where their customers actually come into their stores have a little bit of an advantage because there is a different channel for them to market that big businesses may not apply to.

Pat: Excellent. So your budget can be much smaller for a small business when you want to engage in SEO.

Bryan: Yeah, absolutely. So, in certain verticals—SEO.com, for example, is offering services in the $300-per-month range. That’s a little on the low end, but you can still get results and a positive ROI, and you can grow your business online. That’s kind of the entry point for starting out.

Pat: Wow! $300 a month! And you’re not just throwing that money away. I mean, for that $300 a month, you’re doing some pretty essential services, are you not?

Bryan: Absolutely. It’s definitely a focused package specifically for small businesses to help you grow your business and get more leads and sales.

Pat: And this is a new service that SEO.com is going to be offering. Obviously, the company thinks it’s priority.

Bryan: Yeah. We’ve definitely seen a need out there for a small business offering. We’ve worked with a lot of big brands which has given us a lot of good experience and understanding of SEO, and we’ve been able to apply that to small businesses. We have a beta launch—we’re working with some clients right now—and in the upcoming weeks, we’ll launch that out to the public. We’ll be taking on a lot of small businesses this year.

Webinar Highlights

  • An excellent link to learn more about SEO is http://www.seomoz.org/beginners-guide-to-seo. It is a training guide that will give you a good start in understanding the industry. You can also look at http://www.seo.com/blog to find out more about what we do.
  • Five critical steps in an SEO effort are: building a good website, on-page optimization, link building, target a specific area in local search, and use social media.
  • A surprising number of small businesses have no website at all. This prevents them from competing with larger businesses. You must have a website in order to look credible to potential customers. They want to come to your website and look around before making a purchase.
  • Your website can be as good as a large corporation if it has these traits:
    • Simple and easy to use
    • Clear calls to action, such as phone numbers, contact forms, downloads, or e-commerce and respond to online customer requests ASAP
    • Make it SEO friendly by limiting your Flash content, making the navigation ‘crawlable’ for search engines by avoiding JavaScript, using regular text, using a unique URL for each page, and making sure your page loads quickly
    • Keep the content and style of your site current and avoid ‘trendy’ styles
    • Social proof—avoid looking like a scam and by putting reviews, testimonials, and certifications such as the BBB on your site; particularly on your checkout pages
    • Use Google Analytics to track the traffic to your site and where it comes from
  • While phone call tracking exists, customers know they are being tracked so it may not be a good idea to use. Instead, use coupon codes in order to measure how many people who call you do so from your site.
  • The best way to get customer reviews is to provide specific instructions on how to post reviews. It is even better if you set up a kiosk where customers can review your right in the store.
  • WordPress is a great free software. In addition to blogging, you can build entire websites with it that look clean and professional.
    • The All-in-One SEO pack really helps you get your rank higher. There is a post on SEO.com’s blog that specifically talks about this.
  • Figure out what keywords you want to focus on using the Google AdWords Keyword Tool. Then focus on those keywords in your website content to rank high for them. It will show you how many people are searching for specific keywords that relate to your business.
  • Use the keywords you choose in page titles—especially product pages. Also use the keywords in headlines and a few times throughout the body text. Use variations of the keywords and make sure that they read naturally and fit well into sentences. Generally, you’ll focus on one keyword set per page, though you might include a few others.
  • Make sure you also use keywords in your page URL and separate words with dashes so they can be read by search engines.
  • Blogs help in several ways. First, they help you look like an expert to potential customers. Second, they keep your website content up to date to maintain your search rankings. Third, they can be shared to other sites and build links to yours.
  • Besides blogs, you can generate links by providing testimonials for other businesses and asking that they link back to you in return. You can sponsor local community programs or events to get links from them. You can also form partnerships with other companies or participate in forums.
  • Use local search tools that search engines provide. Use it to provide a map to your office and provide customer reviews. Make sure your contact info on your Google profile is exactly the same as on your website. Use every business category that applies to your company.
  • Use the same business name everywhere on the web, including extensions like LLC. If you add keywords to your business name, make certain you do it everywhere that your name is posted.
  • Work hard to get a large quantity of high reviews, and try to get them coming in regularly. This really helps you show up more in a local search.
  • Get citations for your business from a variety of sources, including Yellow Pages, Superpages, the Better Business Bureau, directories, blogs, and forums.
  • More people are turning to social media to look up businesses. They are also asking their friends for referrals to good companies. You should get on Facebook, Twitter, Google+, and LinkedIn. Your activity on these sites is starting to affect your rankings.
  • Use tools to push updates to all your social media pages and help you be responsive on each.
  • Join the social media networks that are specifically related to your industry.

Tips to Improve Your Local Marketing

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Webinar Transcript

Pat: Hey, greetings, everyone. Thank you for joining us for our SEO.com webinar. We have a great presentation planned today. It’s about local search, the stuff you can do for your local business to get it ranking better in the search engines—if you want strong rankings, the search engines are key. We have Adrian Lefler with us today. Adrian Lefler is from Local Dental Marketing. He’s a local search expert, and he’s got a lot of tips planned for all you business owners, and we appreciate all of you being here. Also participating in the discussion today is Jon Reese. Jon Reese is the Director of Marketing at SEO.com, and we’re thrilled to have Jon today. Jon, how are you doing, man?

Jon: Not too bad. Thanks for that intro.

Pat: No problem. Thanks for being here. My name is Pat Parkinson. I’m going to be hosting the webinar today. I work at PRMarketing.com. I’m pleased to be here with everybody. Adrian, thanks for joining us for the presentation.

Adrian: You’re welcome. I’m glad to be here.

Pat: Thanks a lot. Can you give us a little intro about what you’re going to be talking about today?

Adrian: I’m going to be talking about local search, and the top three reasons why your local listing won’t rank well and the top three reasons why it will rank well, and we’ll go into detail about that.

Pat: So you’re going to talk about some of the details of the listing as well. Nice.

Adrian: Yeah. We’ll go into as much detail as you guys want to go into.

Pat: Great. And we will be taking questions, of course, as always… Okay, let’s get started today. Where do we begin with a discussion like this, Adrian?

Adrian: Let’s start with poor rankings—the reasons why a local listing will not rank well. Actually, let’s back up. What is a listing? In the major search engines, every company is allowed to have a free listing for their business. And in that listing is information about the company. It will have information about what services are provided, the address, phone numbers, and so forth. And all the listings, whether it’s Google, Yahoo!, or Bing have the ability to edit. You can go in and add information that is listed. So in Google—we’ll talk mostly about Google—the listing is called the Place Page. This is the place where you can go in, and it’s an actual web page that has information about your business. The easiest way to find your business, whether you have one or not, and almost every business does have one. In fact, most businesses have multiple because there are duplicates out there.

Pat: They are automatic?

Adrian: Yes. So what happens is: when Google started a few years ago, they started to populate a local search section in the SERPs. They would scrape directories, so they would go to InfoUSA or some of the big directories, they would scrape that data and populate them. The problem is that if you ever change any of that information and submit that information to a new listing or directory, you get two sets of information. If Google scrapes InfoUSA and then they scrape another directory where you’ve changed your phone number, or maybe there’s a different character in your address (so instead of saying “st.” for street, it has “street” written out), Google doesn’t know that those are the same listing so it creates a duplicate.

Anyway, going back to finding your listing. The easiest way to do this is to just search for your main phone number in Google. If you search for your main phone number, it will pull up. Then click on the maps tab, and you’ll see how many listings there are Google that are associated with that particular phone number. And if there’s more than one, then you need to consolidate those.

Pat: Very interesting.

Adrian: So that’s what a listing is and how you find your listing.

Pat: You mentioned in the beginning about how you figured that the majority of our audience understands what you just described. However, I’m interested to know, in your experience and with the people you work with, what’s the level of knowledge out there as far as understanding what a listing is?

Adrian: Well, I work mostly in the healthcare industry.

Pat: Okay.

Adrian: Actually, we have quite a few attorneys that we work with as well. And what we’ve found is that people have no clue.

Pat: So there’s a big need for it.

Adrian: Well, yeah. People have no idea what their listing is or where to find it. Once in a blue moon, you’ll run into somebody who has done some research and knows a little bit about it. But typically, people don’t.

Webinar Highlights

  • We are talking specifically about the local search results, which are marked by pins on a Google map to the right of the screen. Those pins will correspond to certain results on the Places section of the organic search results.
  • The radius of local search results will depend on the population of the area and the density of that population. It will also depend on the industry.
  • When you delete a duplicate listing, you must keep deleting it over and over again because Google will pick that duplicate back up from other listing databases.
  • The three reasons for poor rankings are:
    • Listing spam: If you put up multiple listings with variations of your names and Google realizes it, they will lower your rankings in results.
    • Reviews: You need to get some good customer reviews to rank high, and they must be legitimate reviews. Do not try to create them fraudulently because Google will close your listing entirely if they find it out.
      • Be careful not to submit too many reviews from one IP address.
      • You need to have at least 7 reviews before you will start to rank well in searches, and these reviews need to come from different customers (which means they come from different IP addresses).
      • The higher you are scored in the reviews, the higher you will rank. A business with 50 high-scoring reviews will outrank a business with 500 average rankings.
    • Location: Google determines everything by location with a historical location index, which means that they look at the click history of a keyword in that area. In other words, they look at how much web users click on certain companies from the search results.
  • The top three reasons for good rankings in local search results:
    • Consistent and diverse reviews that are not fraudulent: Google will look at your industry and how many reviews are common in your industry and rank you accordingly, so you need to have a certain amount of reviews to rank well in your specific industry. Also, you will want to get reviews from more than one search engine.
    • Search engine optimization: You used to be able to focus exclusively on listings to rank high in local results, but you now need to have a good website and optimize it for search engines in order to rank high in local listings.
      • You need to build links with outside websites.
      • You need quality content in your website.
    • Listing quality: The information in your listing has to be exactly the same as the information on your website. In fact, it must be exactly the same everywhere it appears on the web. Otherwise, you will create duplicate listings automatically, and that could lead you to look fraudulent. Also, your listed phone number should be a local phone number because those rank higher.
      • Make good use of your categories, and select categories related to the keywords you have optimized your website for. Basically, the categories on your listing should reflect the content on your site.
      • Make sure you work your keywords into your website content in a natural way.

How to Optimize Your Press Release

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Webinar Transcript

Pat: Hey, greetings, everyone. Thank you for joining us today for the SEO.com webinar. We have a webinar today about how to optimize your press releases. My name is Pat Parkinson. I’m here today with Tyson Hymas and Rebecca Babicz from SEO.com. How are you two doing today?

Tyson: Doing fantastic. Thanks, Pat.

Rebecca: Yeah, awesome.

Pat: Thanks for joining us. I’m excited to discuss this topic.

Rebecca: Me too.

Pat: What are we going to talk about, today? Search engines have made it so small businesses really have more access to exposure in the media than they ever have before. One way this happens is through the use of an optimized press release. And today, we’re going to be discussing how to write press releases, how to make sure when you’re writing those press releases that they are optimized for the search engines, and how to get more exposure in the media and get your press releases picked up on websites, from major publications, large newspapers, television stations, blogs, etc.

There is a lot that goes into creating an optimized press release, and we’re going to hit on three main categories today in this webinar. We’re going to be discussing how to choose a newsworthy topic, creating a newsworthy topic, and telling a story that not only journalists but the consumers of media are going to be interested in. We’re going to discuss writing that press release for the web and how to optimize it for the search engines so that it fulfills your goal of getting you more exposure. Your goal with one of these press releases is to get more exposure in the search engines. You want your press release to rank high in these search engines when people search for relevant terms—topics relevant to your press release. And if you construct a press release and write it correctly, you can achieve this.

And then we’re going to talk about some of the fine tuned adjustments in distributing your press release—how and where to distribute it and where it could get picked up. It’s a lot to discuss and I’m excited to move on here. Let’s begin with a discussion about choosing a newsworthy topic. Rebecca writes lots of press releases for SEO.com and I know that she has thought about this a lot, and she has come with some examples for us. A good question to ask yourself is what would you find interesting? When you read a newspaper or when you’re consuming news on the Internet, television, or radio, what stories appeal to you? Rebecca, how do you begin to brainstorm a newsworthy topic for a press release?

Rebecca: There are a lot of ways that you can brainstorm: things that are happening, events that your company might be throwing, or if you’ve had a milestone to celebrate. There are things happening in your company that you can easily write about. Besides that, if you have nothing going on and you’re totally stuck and you need to come up with ways to create a press release, you can take a product that you have and talk about how it fills a void in the industry. For example, let’s say you’re a small online bookstore. You can compare yourself to Amazon, Barnes & Noble, talk about what some of the big competitors in your industry do and talk about what you do differently and how your company can fill a void in that industry. So that would be one really good press release. Also, keep in mind holidays, events, tips, New Years’ Resolutions, Christmas shopping, etc. I recently wrote a press release for a costume client we have about Mardi Gras that actually did really well. Those are just a few ideas I came up with.

Pat: Those are some great examples and ideas. I want to discuss how you don’t need to be locked into what might seem like a traditional press release, be it a new product or a new hire or a new store opening. A lot of times, you can piggy-back on a current event in the news and use your product or service to better explain a newsworthy event. I have an example of this with a press release I worked on recently. We work for a couple of different Internet marketing companies, and we wanted to try to get away from some of these more traditional approaches and more traditional examples of press releases.

We found out that a teacher in this state was launching a pilot. It was going to be the first social media marketing class in a high school in the state. Knowing that we had two Internet marketing companies as clients, this caught our attention. A few months later when we were brainstorming the press releases, we contacted this teacher and ended up positioning our clients, the Internet marketing agencies, as a source in the story. We did this by injecting them into the story as a company that would be interested in eventually hiring these graduates. We knew that it was newsworthy. We know that stories about education are newsworthy, stories about kids are newsworthy, stories about Internet marketing agencies always aren’t so newsworthy.

So we took this newsworthy event about social media—you can’t turn on the TV today or open a newspaper without reading about Facebook or Twitter in some aspect—and the press release took off. It was a very popular press release, and I think it was a good example of kind of giving the media what they wanted: a unique and relevant take on a newsworthy event. And that’s another approach to press releases if you’re having a hard time brainstorming a newsworthy topic. It looks like Tyson wants to add.

Tyson: I was just going to pull in the SEO aspect of press releases and writing them. As we know, press releases can be a generator of high-quality links. I’ve run across several companies that want to write a press release simply for the link equity that they might obtain. I always tell them: if you’re writing strictly for links—if you’re not writing something that is interesting or newsworthy, and you’re just writing to write, your efforts can be placed elsewhere, and your time and money can be spent in better ways to obtain those links rather than just writing a press release.

If you just fill the search with your press releases, people are going to saturate the SERPs and people are going to become less and less interested, and you probably won’t get them picked up as much if you’re throwing one out a week. Keep that in mind. You do want to make them interesting and newsworthy, but don’t do it just for the value of the links you might obtain.

Pat: I quite agree. I think also that if you release too many too frequently, you run the risk of being too promotional. It’s very important with online press releases not to be too promotional. Sure, a business wants to talk and write about itself and say what it’s doing, but you can do this in a way that is not always tooting your own horn or pushing a product or an aggressive sales pitch.

Webinar Highlights

  • You should do market research to develop some statistics relevant to your industry. Those statistics will be picked up by bloggers and news sites and generate attention. This helps your company look like a leader in your industry.
  • Your press releases need to look unbiased. Keep the press release focused on news and not so much about your company. If the subject is an event in your company, be careful not to get too promotional in your efforts.
  • You want your press release to help searches related to that press release appear on the first page of search engines.
  • First, you need to write in an Associated Press (AP) style. This means putting the most important information at the front of the press release and the least important information at the end.
  • Your press release will appear best in search engine results if you refer to current events that people are searching for.
  • Never put “click here” in a press release because it looks unprofessional and will not get published. It needs to look like a newspaper article. Press release links are hyperlinked keywords that will point back to a certain place on your website.
  • You want to use your keywords, rather than your brand name, as your hyperlinks. These keywords should be decided in advance, and you want them to link to relevant landing pages and not necessarily your home page.
  • Put keywords in the heading, summary, and lead paragraph. Only one keyword will be hyperlinked, but you need multiple instances of a keyword in order to make it rank high for that keyword in search results.
  • Having a keyword in the headline is especially important because the headline shows up on the search results page. This makes it more likely that web user will click on your press release if the headline contains words they are searching for.
  • Try to keep your press release around 500 words and put one link per 100 words. Some online press release services will not allow that many links however, so you might want to limit it to two or three links.
  • If somebody does pick up your press release, they may not copy the links into the press release. You want your press release to subtly lead back to you even without a link.
  • Decide what landing pages you want to rank for certain keywords and then use those keywords in your press releases. Google Analytics is a critical tool in deciding what keywords will drive traffic.
  • Do not point two keywords to the same page on your site. Generally, Google search crawlers will only count one link to one page, so make sure each keyword link in your press release goes to a different page to make your press release count more.
  • Paragraphs in press releases should never be longer than three or four sentences, and each of those sentences should be short.
  • Avoid jargon and make sure those outside your industry can understand what you say.
  • Always spell out acronyms. If you have to say “search engine optimization (SEO)” right up front, then it may be better to say “search engine optimization” every time.
  • If you get someone to read your headline, you’re doing well. If you get someone to move from headline to summary to first paragraph, you’re doing amazing.
  • Use an active voice in your writing. As an example: “the company partnered,” not “the company entered into a partnership.”
  • Make good use of quotes. Quotes help to get people talking about your industry.
  • Include a dateline, which gives the name of your company and the date you wrote the press release. Also include some contact info.
  • Use “boiler plates,” which are basically About Us sections who explain who you are, how you relate to the industry, and why you’re a credible source of information.
  • Make sure the description of your press release fits naturally into the text. The description will show up in the search results, but it will not always show up when other people pick up your press release and re-post it on their site. When you write a description, include a call-to-action in it.
  • The title, or headline, should be between eight to ten words, or 60-70 characters. Make it witty so that people will notice it and click on it. However, you must include a keyword. This means that good titles are very hard to write.
  • Anchor text is the text you use to link back to your website. Usually, your anchor text is your keywords but not always. If you have a long-tail keyword that is longer than three words, just use three of those words as your anchor text and link it to the most related page on your website.
  • Keywords need to fit naturally into the body of your press release. One way to do this is to vary the wording of your keyword phrase. For example, if your keyword is “search engine optimization,” use variants like “search engine marketing,” etc.
  • You want to make it subtle what keywords you are targeting. If it is obvious to readers what your keywords are, Google is probably penalizing you in search results. They want to see text that is written for humans.
  • Sometimes people will simply link to your press release (using your title) rather than copying your entire press release to their site. This is another good reason to keep your headline short and creative.
  • Press releases need images. Photos are best, though you can also include logos. Photos should be pictures of those you quoted or of events related to your press release. Include videos if you can, as those often get more attention than the text does. You could also attach audio files or PDF documents.
  • Always put captions under your photos or images in order to make them crawlable by search engines. Put the photos between groups of paragraphs to make the press release easier to read.
  • Some premier distributers for your press release are PRNewswire, Vocus (PRWeb), Business Wire, Cision, TransWorldNews. Less expensive distributers include Free Press Index, PR.com, PitchEngine, Free Press Release. These services will distribute your press release for you.
  • Make sure you capitalize on every service that each distributor offers. Look through their tutorials and help guides. Otherwise, you will be wasting your money. Most offer analytics to help you find out how much attention your press release is generating.
  • Constantly test different aspects of your press release, such as the heading or the description. Find out where most viewers are finding your press release and how many viewers are scrolling down and reading more of it.
  • Tuesday is considered by many to be the best day for a release. However, if tons of competitors in your industry are sending press releases out on Tuesday, you may want to pick a different day/time. Check with the service to find out the best time for them.
  • Conduct your PR and SEO campaigns together. They should relate to each other and use the same keywords. Constantly test and analyze your campaign’s results.