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Posts Tagged ‘SEO’

5 Reasons Why SEO Belongs in Your PR Toolbox

Toolbox

The aphorism “A good craftsman never blames his tools” holds true most of the time unless there is a PR professional that doesn’t understand which tools are actually in his or her toolbox.

As this industry evolves, we should always be on safari to find new and exotic contrivances to place at our clients’s disposal. They do count on us breaking out those utensils to give them hits, awareness, traffic — and to justify the occasional braggadocio.

Agencies are becoming more integrated every day, yet many PR types still lack the new plug-in SEO appliance. Honestly, there’s no excuse for that — and for this week’s #5Things, here are five reasons why SEO should be in every PR’s toolbox.

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Mediabistro Course

Public Relations

Public RelationsStarting October 1, learn how to get your foot in the door and launch your PR career! Taught by the former VP of Corporate Communications at Playboy Enterprises, Linda Marsicano will teach you how to draft pitch letters and press releases, develop and implement PR plans, garner media coverage, and other skills you need for a successful career in public relations. Register now!

5 Things Wrong with the Press Release

PR ER

Once upon a time, there was a tool called the press release.

It was the largest hammer, longest nail, and strongest muscle all in one. Flacks were able to write commercial-esque documents in hopes of national pick-up. Clients were happy because of their approved (and finely crafted) 18-paragraph quotes. PR agencies were happy because they had a sure-fire journalism story written with fluidity.

Today? No one seems happy.

Releases don’t get that universal attention. Clients don’t get infomercial-length quotes. The Web certainly can’t stand such content, what with Google’s pet Panda traipsing all over free news wires like a scene from Godzilla. So, what happened? After the jump, we take a look…

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5 Easy Ways to Improve Your Keyword Research

research

If you need me, I’ll be doing some research.

If you have been in public relations for any amount of time, you have heard the call from a client or an account director for the wish … list: “Hey, so we really need to find this brand on page one or two of Google. And fast. Any suggestions?”

Oh sure, let me just break out my smartphone and dial up Matt Cutts for a quick bit of insight. Be right back.

Annnnnnnd since that will never happen this side of TMZ stalking … well, me, it’s time to get strategic with your research. However, understand all that time online needs to be spent searching for one thing — keywords. Why? That’s how that brand will be found in the first place.

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5 Things to Know About Choosing the Right Keywords

seo-keywords-thumb

The phrase is content strategy. And, whether you feel confident about it or not, my fellow flacks, this is slowly becoming your bag in PR. SEO is an ever-evolving thing. It’s like watching a child actor grow up — you know the brick wall is coming, it’s just when he or she will run smooth into the damn thing.

We are running into SEO and many flacks aren’t prepared because of all the many nuances behind keywords. What are they really? How do you use them? When is the best time to write them?

To wit, here’s our latest 5 Things listicle: What to know about choosing the right keywords. *High Five!*  Read more

Five SEO ‘Secrets’ for 2014

SEO-Secrets-Revealed

Whelp, if ever there was a secret to decipher the labyrinth of search engine optimization, that’s it. There are no secrets to SEO — only best practices. I applaud Google for one thing: The Web juggernaut is forcing PR pros, copywriters and Webheads to become better writers.

Sure, the sundry grammatical issue will sneak by a copy editor and land on a website, but thanks to the Google Zoo — Panda, Penguin and Hummingbird — there are no tricks to keyword spamming and stuffing. It’s all about content, content, content.

That said, there are a few things you can consider when writing your next release, press kit or website. Here we go…

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A Question for PR Pros: To Kill a Hummingbird?

google_hummingbirdIn a concentrated effort to keep hackers, black-hat dudes from Anonymous and other ne’er-do-wells living in their mother’s attic on their collective toes, Google decided to add another savage beast to its algorithmic zoo.

First, it was Panda. Then, it was Penguin. And now, it’s…Hummingbird?

With all these updates, many PR pros are happy relying on the usual tactics like a press release or a pitch. However, with the Internet superhighway building off-ramps to your agency, all flacks need to brush up on the ways these updates affect them directly.

Here are three ways Hummingbird will change the way you do your job:

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Upcoming Webcast: How to Get Your Press Release Read

megaphoneWant to increase the visibility of your press release? Once you hit “publish,” your news release is searchable on the Web. Boosting your Google search ranking and getting journalists to write about your news is a crucial skill for PR professionals.

Join Jason Chupick, VP of editorial news operations at MWW and founding editor of our very own PR Newser, for a one-hour webcast discussion on how to optimize your press releases. He’ll discuss simple hacks and strategies that will ensure that your news gets read. Learn how to choose the right keywords to bring your release to the top of search results, how to get the best quotes and how to use social media to amplify your voice. You’ll also have the opportunity to get answers to all your PR questions with Jason in this interactive webcast.

This session is scheduled for Wednesday, July 24 from 4-5pm ET. Sign up now to reserve your spot!

6 SEO Content Tips You May Have Missed

Everyone Pay Attention to Me Every PR pro has heard the news: The future of public relations is all about “brand journalism“, which is all about content, content, content. Of course, the quality of said content is paramount, because if readers don’t get your company/client’s message then the words themselves won’t be worth much in the end.

But search engine optimization also plays a big role in the art of content creation. If pages don’t show up near the top of relevant Google searches, then their value will be limited.

Now for a tiny bit of shameless self promotion: As Mediabistro employees, we recently had the opportunity to take one of our company’s courses on SEO best practices. We thought we were fairly familiar with SEO, but we learned a few techniques that go beyond the usual “include key words and phrases”, and we thought we’d share six tips that we would have missed otherwise.

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Using SEO to Address PR Problems

Against the backdrop of Segway owner Jimi Heselden’s death, the company has a few image issues to fight, SEO firm StuckOn suggests. With the Christian Science Monitor asking if it’s “safe to ride” and AOL News running a story on owners killed by their own inventions, StuckOn might be right in pointing out that the incident “could pose a public relations hitch for the company.”

Though it clearly has a stake in the game as an SEO company itself, StuckOn makes some interesting comments on ways to moderate what people find when they search. In addition to press releases, Web copy, and Facebook and Twitter status updates, an SEO company can “examine the main search terms that your business targets and modify them to minimise the chances of any negative press finding its way near the top of the search engine results pages.”

In the case of the Segway, StuckOn points to YouTube, which it says “has become awash with footage of people crashing the vehicles.”

[Image via Segway]