Effective campaigns, product or event announcements is essential to use the right keywords. These researched keywords are part of the content in the press release, web pages, social media and any other assets

1. Press Release – SEO Best Practice
SEO/SEM & Search – Web Presence Optimization
Andrea Berberich
http://seosemadvice.com
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2. Agenda
Re-evaluating Press Releases
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Why Optimizing Press Releases?
What to do before creating Press Releases?
What is important about Press Releases?
Press Releases & Digital Marketing
http://seosemadvice.com
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3. Why Optimizing Press Releases?
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Companies use PR Newswire to build branding and
awareness
Press Releases reach beyond journalists and news
channels
Press Releases carry company news directly to
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Customers
Prospects
Bloggers
End Users (consumers)
http://seosemadvice.com
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4. Why Optimizing Press Releases?
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Press Releases are published and
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Can be found in Search Engines
Make the way through Social Media Channels
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Shared by Advocates
Re-shared to potential customers
Link from Partner web sites
Receive comments and feedback
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5. What to do before creating a Press Releases?
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Effective campaigns, product or event announcements it
is essential to use the right keywords. These researched
keywords are part of the content in the press release,
web pages, social media and any other assets related to
product, solution or company
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Synchronize with Stakeholder/Product Manager, Corporate & Field
Mktg., Web & SEO Manager to discuss selected keywords and
content strategy
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Incorporate selected keywords in Browser Title, Meta Description,
Headlines and content
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Communicate with the Web & Social Media team and create a
cohesive messaging
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6. What to do before creating a Press Releases?
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Think SEO and consider Mobile
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Is your press release available in all the search engines?
Can it be found in mobile search engines?
Is it readable on any mobile devices?
Can web user link to additional information?
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Can the press release easily be shared?
Can web users leave feedback?
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7. What is Important about Press Releases?
It is all about content
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Important about any Press Releases is content
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Educate your audience and spark a conversation
Report valuable company news and industry specific data
Encourage feedback & re-share activities
Plan & announce follow up Press Releases
Press Release audiences are
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Influencers (bloggers, critics, competitors)
Journalists
Advocates (Endorsers of products & company)
Followers
Partners
Customers & Consumers
http://seosemadvice.com
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8. Press Releases & Digital Marketing
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Press Release need to be engaging not only for the
PR Newswire but also for various different channels
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Social Media channels
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Twitter – create a compelling message in 140 characters or less
and link to the full version of the press release
Optimize Open Graph meta data (when available)
Add hashtags
Create engaging Social Media Messaging
Create an Infographic version of the press release or brief
PODCast, engage on blog radio
http://seosemadvice.com
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9. Press Releases & Digital Marketing
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Use technologies such as YouTube, Pinterest, iTunes, Flickr,
Slideshare, blog radio, etc. and share your message in different
formats
Share your press release on channels such as Digg, reddit,
Techdirt, wired.com, Slashdot, Techmeme, Ars Technica & etc.
Share press releases with co-workers & social networks
http://seosemadvice.com
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10. Press Releases & Digital Marketing
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Search
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Have a compelling Browser Title in 60 characters or less not
exceeding 70 characters
Meta Description – create a message in 160 characters or less
and add a CTA (call to action)
Cross link to important web pages to further support the press
release
Ask business partners or blog sites to link to the press release with
related information
Link or embed to a video or podcast
Link to important assets such as Infographic, Images & PDFs
Engage with SEM (PPC) to possible run a brief campaign
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11. Thank you!
Reference: Source:
http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties
by Lisa Buyer
http://seosemadvice.com
Andrea Berberich
http://seosemadvice.com
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