Feb | 19 | 2008

SEO and PR

Posted by Guru as Linking, Marketing and Search Optimization, Promotion, Tips

Lee Odden wrote a very interesting post on SEO for Public Relations. Here’s a summary of the important points of the post.

1. People also search for information using news search, which means that we should also optimise news articles (interviews, press releases, etc.) in order for users to find the information they need (and we want them to see) more easily.

2. Help clients raise brand awareness and optimise the news article by coaching them to use keywords BEFORE an interview starts.
3. For press releases do not be a stickler about keyword density but make sure that keywords can be found high up in the document.
4. Mentioning a keyword/phrase 2-4 times in a 500-word press release is enough.

5. Ranking for competitor names is not a good strategy. It would be better to focus on your own keywords and brand and thus offer something of real value to your users.

6. Use meta keywords and descriptions.

7. Write for your users not search engines. Do your best to incorporate SEO best practices but if it conflicts with journalism best practices stick with pleasing the user not the search engine.

8. In case of bad PR all you can do is build links for news articles that have a positive tone. Hopefully the positive article will eventually rank better than the negative one.

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