Impact your company’s bottom line with SEO tools for marketing and PR. Discover simple SEO techniques to make your news visible to consumers, search engines and the media.
Vocus White Paper
Integrating Marketing & PR for
SEO SuccessVocus White Paper 1Integrating Marekting & PR for SEO Success
Integrating Marketing & PR for SEO Success
99.5% of press releases aren't optimized for the Web, according to a recent DMNews article. So what is the secret to being one of the .5%?
As a PR professional, you are all too familiar with writing press releases to appeal to journalists. But have you successfully adapted your release for the web? Consumers and journalists are increasingly going online to find news and information about products and services. As online press release distribution has become more common to reach these multiple audiences press releases must evolve in order to remain relevant, interesting and profitable.
As the nature of the media has evolved, so has the public relations industry. In today's world PR is part of an integrated sales and marketing strategy. Once dedicated solely to the media, professionals are tasked with incorporating Search Engine Optimization techniques into their writing style.
Search Engine Optimization is designed to help your news stand out amid all of the cyber clutter and increase your online presence. By incorporating a few simple techniques, your press releases will become a powerful tool to help make certain that your news is visible to search engines and easily accessible to the consumers and journalists who are actively searching for it.
What is SEO?According to Wikipedia, Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.
As the Internet has emerged as the prominent means of communication over the last few years, SEO has attracted attention for the value it offers to organization's search rankings. Comprising an audience of an estimated 178 million people or nearly four out of five US adults (2007, Harris Interactive Study) and consisting of consumers, media, investors and more, the Internet has greatly enhanced the exchange of information.
In recent studies from the Pew Internet & American Life Project, the influence and power the Internet holds over consumers is evident:
. 89% of Internet users use a search engine to find information. (May 2008). 81% of Internet users use the Internet to research a product or service before buying it. (September 2007). 73% of Internet users use the Internet to get news. (May 2008)
Traditionally, SEO has been utilized in a marketing capacity to drive sales through increased Web site traffic, but as PR and marketing are becoming more integrated, the benefits of SEO have become applicable to the public relations sector too. Through online services press releases are becoming increasingly useful in keeping the company in organic search results and enhancing the success of the online marketing team. In some cases, these services are able to direct potential buyers to an actionable page where they can request a demo, more information or simply buy the product being offered. With coordina-tion, press releases can now enhance the effectiveness of company messaging, driving customers to the organization's website and, ultimately, leading to an increase in sales and revenue.
Search engines such as Google, Yahoo! and MSN are the principal channels by which most Internet searchers find news and information on products and services, so it is vital that your news is easily accessible on these sites. SEO infused press releases are a decisive way to increase your company's web presence and brand visibility by making it easy for those search engines to find you.
The Potential of PRWith so many eyes on the Internet every day looking for information, public relations can help you leverage that power to directly reach your potential buyers. The effect of a successful PR campaign on the company can be seen in the impact on both awareness and sales. The right PR campaign results not only in publicity for the company but also supports all the organiza-tion's marketing efforts to drive potential buyers back to your website and create new sales opportunities. Proper SEO techniques can turn your press releases into a cost-effective solution to drive traffic to your website and increase revenue. Vocus White Paper 2Integrating Marekting & PR for SEO Success
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