2012 seo for press releases
DESCRIPTION
How to use Social Media tools to complete best-practice SEO on a Press Release in 2012.TRANSCRIPT
Why “SEO” Your Press Release?
Search benefits through link building
Automatic-delivery to Yahoo and Google Finance
High-quality content is often re-published
So it’s picked up by Google News
Feed your Social Media profiles
It’s a “White Hat” marketing strategy
What Mashable Says…
Don’t use jargon!
Use researched keywords
Hotlink and bold critical words and phrases
Employ free SEO (Google) tools
Engage stakeholders, journalists and bloggers
Use anchor links to internal website pages
Optimize the first 250 words
What PR Newswire Says…
Have a specific audience in mind
Use the language of your audience
Use – but don’t overuse – anchor text links
Always, always add a photo
Include your key phrase in the caption
Share the content socially
Be interesting and useful
Our Top 6 SEO Strategies for 2012
Embed from a Social Media site
Deep link to pages within your Company website
Combine images and image galleries
Create a slideshow of the Press Release
Add an Audio or Podcast link
Provide media packages for Bloggers
#1 – Embed Multimedia Content
Social Networks and Social Media sites are (very) slightly different
Vimeo, YouTube and Slideshare are true “Social Media” sites
Embedding reduces page-load times and improves performance
Stack keywords into your embeds
Create inbound links to the Press Release
How to Embed Multimedia
Upload your content (Video, Powerpoint etc) to the Social Media site
Make sure you DON'T publish it…yet…
Grab the embed code
Paste it into the html of your web page and publish the page
NOW you can publish the page with your Social Media content
#2 – Deeplinking to your company website
Create more targeted, page-specific links for Google to crawl
Link anchor-text to specific page content
Use the signature by linking to company, director and contact information
If your Press Release is re-published these links will be multiplied
How to deep-link to your site
Focus on company and project pages
Use anchor text focused on each project page’s content
Remove irrelevant site-links from Google Webmaster Tools
Link from images in your Press Release
Link to images on your Website
E.g. The Result of Deeplinking
Natural search results will start to show sitelinks
#3 – Use Images AND Image Galleries
Images let your stuff 3-4 keywords repetitions into a web page without the visitor ever seeing them
Almost all newswire services allow you to upload at least one image
Be sure to add a Title, Description, Caption and Alt Text on every image that you insert in a Press Release
E.g. Image Galleries
#4 – Create a Slideshow of your PR
Most PR is dry and difficult for stakeholders to digest quickly
Slideshows strip out the most relevant facts
You don’t need more than 20 slides
Publishing your slideshow will enhance your SEO and Social Media profiles
E.g. Creating a Slideshow from your PR
#5 – Audio Links and Podcasts
iTunes has more paid subscribers than any other Social Network. Yes, really!
iTunes picks up Audio files in Press Releases automatically when browsing
Podcasts are easier to digest than written Press Releases
If on-the-go people are your target audience, podcasts are gold!
E.g. Creating a Podcast
The same process as recording a CEO interview
You can use your iPhone or Android
Record and save the session as an MP4 file
Upload the MP4 to iTunes and Vimeo
Embed the file into your Press Release
Track media file downloads
#6 – Media Packages for Bloggers
Press Releases are regularly re-published
To add value to their readers, bloggers provide color through multimedia
Very, VERY few companies actively promote the re-publishing of their content
Embedding offers an excellent opportunity as you don’t need to send files to bloggers
E.g. Media Packages for Bloggers
Vid
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Image G
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Podca
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Conclusion
Optimizing a Press Release effectively in 2012 means a lot more than just having the right keyword strategy
Multimedia can more-than help you!
Anything based in Social Media will support your SEO Strategy
Follow IR Smartt on Twitter for more SEO strategies for Public Companies
More Info?
To read the full blog visit: irsmartt.com/2012-Best-Practice
Or for more information about IR Smartt and our Social Media strategies for the Investor Relations industry, please contact us on:
Website: irsmartt.com/contact
Email: [email protected]