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Beginner SEO Business Wire Newsroom Powered By Docstoc
					      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
                      y
      Overview of Today’s Presentation


•   SEO
•   Goals
•   Keywords
•   Optimization
•   Distribution
    Di t ib ti
•   Q&A
      p
Well Optimized Releases
     Search Engine Optimization (SEO)




The     i           f tti             t ti d     d d      k d
Th organic process of getting your content indexed and ranked
                    by Search Engines.
                 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
                      y       p y
• Create awareness of your company
• Get more business
Paid or
Sponsored
S       d
“SERPS”




Natural or
Organic
“SERPS”
           Google
           News
           Results




Google
Realtime
Results
                     Search Statistics


• 15.6 billion “core” search queries
  were conducted in the U.S.
             10,
  in August ‘10 an increase
  of 6% from ‘December ‘09.
  (Comscore)


• 81% of online purchases
  start with search.
  (Forrester Research)             Photo by: danardvincente
Press Release Optimization Goal
Brand Visibility and Website Traffic
Press Release Optimization Goal
 SERP Rankings / Rep Management
             Develop a Keyword Strategy


Identify               Analyze                Select
Brianstorm,
Brianstorm look at     R
                       Research t fi d out
                                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.
  hi h k      d t
which keywords to      popular.
consider.
                       Find like terms that
                       can be used as
                       alternatives.
               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        l
                                          release
press release.         retaining
                       readability.
       p
      Optimization Focus


                           50%




10%                        40%
                p       g
               Optimizing Headlines

                                              50%
•   What People See First
•             Keyword.            possible.
    Use Top Keyword Top Three if possible
•   Title Tag
•   Search engine results listing
        Press Release Optimization
           Google News Headline Tip
           G   l N     H dli Ti

                                        50%
• Keep your headline between 2 and 22 Words
  Less or more and Google News may reject
• L              dG     l N           j t
• Almost always use Company name
   Press Release Optimization
Avoid S  i l Ch    t    i H dli
A id Special Characters in Headline

                              50%
  Press Release Optimization
Avoid S  i l Ch    t    i H dli
A id Special Characters in Headline

                              50%
                  p       g    y
                 Optimizing Body


• 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.
  Always use top your three keywords.
• Al          t        th    k      d
          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
•   Th        t       i b tt
    Three sentences is better
•   Bullet points are good, but too many bullet points +
    short paragraphs may negatively affect performance
             p       g
            Optimizing Multimedia

      q        p                        g
• Unique description & filename for image
  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%
Multimedia
Photos
Video
   Where Multimedia Goes

 US
•US Newspaper photo desks
•AP PhotoExpress
•Yahoo! Finance
•Press Association
 E         P     h t A
•European Pressphoto Agency
•Ddp
•Newsis
•ME Newswire
•YourTube
•Vimeo
•Search Engines
•Etc

                              10%
             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.
      Where Release Goes

 Newsrooms
•Newsrooms
•Search Engines
•Blogs
•Email Alerts
 Mi     Bl
•Micro Blogs
•Fax lists
•Mobile Aps
              g
•Financial Pages
•RSS Feeds
•Anywhere and everywhere
                    Closing Tips
                       Take Aways
                       T k A


•   Any         t f ti i ti             l
    A amount of optimization goes a long way.
•   Always optimize the headline.
•                              captions.
    Optimize your multimedia 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.
           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

				
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