Beginner's Guide to Press Release Optimization
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This document is a beginner's guide to search engine optimization (SEO) specifically for press releases, detailing the importance of SEO in increasing website traffic and visibility. It covers strategies for keyword selection, optimizing headlines and body content, and the inclusion of multimedia for enhanced engagement. The guide emphasizes the need for meticulous optimization for better search engine rankings and offers practical tips for crafting effective press releases.
Beginner's Guide to Press Release Optimization
- 1. Beginner s Beginner’s Guide to Search Engine Optimization for Press Releases Joseph Miller Alison MacDonald EON Product Manager Account Executive San Antonio, Texas Silicon Valley, CA Joseph.Miller@BusinessWire.com Alison.MacDonald@BusinessWire.com @EONpr #bwevents on Twitter
- 2. Overview of Today’s Presentation y • SEO • Goals • Keywords • Optimization • Distribution Di t ib ti • Q&A
- 4. Search Engine Optimization (SEO) The Th organic process of getting your content indexed and ranked i f tti t ti d d d k d by Search Engines.
- 5. WHY SEO IS IMPORTANT The objective of search engine optimization (SEO) is to increase a Website's traffic counts, and ultimately conversions, by ranking very high in the results of searches for the keywords in the search q y Bruce Clay y query~ y • Increase Traffic • Create awareness of your company y p y • Get more business
- 6. Paid or Sponsored S d “SERPS” Natural or Organic “SERPS”
- 7. Google News Results Google Realtime Results
- 8. Search Statistics • 15.6 billion “core” search queries were conducted in the U.S. in August ‘10 an increase 10, of 6% from ‘December ‘09. (Comscore) • 81% of online purchases start with search. (Forrester Research) Photo by: danardvincente
- 9. Press Release Optimization Goal Brand Visibility and Website Traffic
- 10. Press Release Optimization Goal SERP Rankings / Rep Management
- 11. Develop a Keyword Strategy Identify Analyze Select Brianstorm, Brianstorm look at Research t fi d out R h to find t Choose 3 to 5 stats, and work with those keywords that keywords that will be stakeholders and are most lucrative, used to optimize your teams to determine competitive or p press release. which keywords to hi h k d t popular. consider. Find like terms that can be used as alternatives.
- 12. Release Optimization Flow Write for real Going top down, readers and search add your top 3-5 Format and add engines. They are keywords Multimedia to add to both target throughout your the visibility of your audiences for your release while release l press release. retaining readability.
- 13. Optimization Focus p 50% 10% 40%
- 14. Optimizing Headlines p g 50% • What People See First • Use Top Keyword Top Three if possible Keyword. possible. • Title Tag • Search engine results listing
- 15. Press Release Optimization Google News Headline Tip G l N H dli Ti 50% • Keep your headline between 2 and 22 Words • L Less or more and Google News may reject dG l N j t • Almost always use Company name
- 16. Press Release Optimization Avoid S A id Special Characters in Headline i l Ch t i H dli 50%
- 17. Press Release Optimization Avoid S A id Special Characters in Headline i l Ch t i H dli 50%
- 18. Optimizing Body p g y • First 100 words most important. 40% • First 200 characters used to populate Description Tag. Tag – Used below hyperlinked search engine results listing. – Used as description for RSS feeds. • First 140 characters used as default for Google. • & Business Wire site display. • Al Always use top your three keywords. t th k d
- 19. Press Release Optimization Google News Body Tips G l N B d Ti 40% • Most rejected releases under 125 words • Over 1000 words usually go to Finance channels • First paragraph should be at least two sentences • Three sentences is better Th t i b tt • Bullet points are good, but too many bullet points + short paragraphs may negatively affect performance
- 20. Optimizing Multimedia p g • Unique description & filename for image q p g or video • Ex. Joseph Miller, EON Product Manager at Business Wire, reacts to receiving 10000 B i Wi t t i i Berkshire Hathaway shares for his birthday 10%
- 21. Multimedia
- 22. Photos
- 23. Video
- 24. Where Multimedia Goes •US Newspaper photo desks US •AP PhotoExpress •Yahoo! Finance •Press Association •European Pressphoto Agency E P h t A •Ddp •Newsis •ME Newswire •YourTube •Vimeo •Search Engines •Etc 10%
- 25. Press Release Optimization Add Multimedia for Increased Visibility 23% of our Top 500 releases in 2010 releases have multimedia. 5% of all our releases have multimedia 70% more release reads Increase clickthru % to your website and press release. Images served up in Google Universal Search and Google Images. g g Use of multimedia downstream on other sites and in print.
- 26. Where Release Goes •Newsrooms Newsrooms •Search Engines •Blogs •Email Alerts •Micro Blogs Mi Bl •Fax lists •Mobile Aps •Financial Pages g •RSS Feeds •Anywhere and everywhere
- 27. Closing Tips Take Aways T k A • Any A amount of optimization goes a long way. t f ti i ti l • Always optimize the headline. • Optimize your multimedia captions captions. • Don’t forget Hyperlinks to Drive Traffic. • Use tools to help your research. • Think of your press release as a miniwebsite, designed by you, for your client.
- 28. Thanks f J i i U T d ! Th k for Joining Us Today! Joseph Miller Alison MacDonald EON Product Manager Account Executive San Antonio, Texas Silicon Valley, CA Joseph.Miller@BusinessWire.com Alison.MacDonald@BusinessWire.com @EONpr