pr over coffee - optimizing press releases for search
TRANSCRIPT
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PR over Coffee
Big Thanks to our Sponsors!
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Why PR over Coffee?
• Started in summer 2010
• Meet professionals & business owners
• Brainstorm PR & off-the-hook publicity stunts
• Small group focus
• Genuine Joe’s -> hence the name
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New Year – New Directions
• New Monthly Speaker Series
Presentations from experienced professionals in PR, publishing, TV Practical tips to help you gain publicity for your business or non-profit 3rd Thursday of month (standing time & location TBD)
• New LinkedIn Group PR over Coffee Share PR & publicity ideas with smart people Join Today!
• New Twitter Account @PRoverCoffee Follow us, we follow back!!
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New Year – New Look
Thanks go to Maria Orozova at The MOD Studio for our new Logo!
PR over
Coffee
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February PR over Coffee
Speaker: Leslie Coons, Executive Producer, KEYE TV
Date: February 24
Time: TBD (toying with lunch, so stay tuned!)
Location: TBD
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Great Ideas & Gifts Too!
Enjoy the great ideas BUT, stick around for the gifts our kind Sponsors brought with them!
Remember to drop your business card into the bowl!
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Best Practices for Optimizing Press Releases
Joseph Miller
Product Manager
Business Wire
me
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About Me
Born in California
Grew up in Florida
Lived in Japan for 4 years
worked at ISP then web startup
In Austin for 3 years
2 years at Business Wire
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Optimization Strategy
50%
40%10%
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Write with audience of real readers and search engines in mind.
Add links, formatting and multimedia
Working top down, add your top 1-5 keywords (or synonyms) to your release with some repetition.
Optimization Flow & Process
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Beyond Search: Where Releases Go
•Newsrooms•News sites•Search Engines•Blogs•Email Alerts•Micro Blogs•Fax lists•Mobile Apps•Financial Pages•RSS Feeds
Image: http://www.flickr.com/photos/arenamontanus/365325243/
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Optimizing Headlines
• Headline = Title Tag = SERP Listing• Best Chance to Grab Attention• Must Use AT LEAST ONE Top Keyword
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Optimizing Headlines for Google News
• Keep your headline between 2 and 22 Words• Use your (client’s) company name• See http://blog.businesswire.com/2010/03/24/why-
your-release-might-not-make-it-in-to-google-news/
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Optimizing Body
• Include keywords in first 100 words• First 200 characters used for META Description
• Always use your top three keywords• Include important links in parentheses.
Ex. Company (http://company.com) announces…
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Optimizing Body for Google News
• Most rejected releases under 125 words• Over 1000 words usually go to Finance channels• First paragraph should be at least two sentences
(three sentences is better)
• Too many bullet points + short, one sentence paragraphs is bad
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Why include Multimedia?
23% of Business Wire’s Top 500 releases in 2010 have multimedia (5% of all our releases have multimedia)
More Searchable Content = 70% More Reads
Increase Click through Rate
Indexing in Image search engines.
Reach News Outlet image sources
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Optimizing Multimedia
• Simple, just add a unique description & filename for image or video with keywords
• Ex. Joseph Miller, EON Product Manager at Business Wire, reacts to receiving 10000 Berkshire Hathaway shares for his birthday
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Multimedia Reach
•US Newspaper photo desks•AP PhotoExpress•Yahoo! Finance•Press Association•European Pressphoto Agency•DDP•Other US & Global Outlets
Image: http://www.flickr.com/photos/carbonnyc/4506216150/
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Rutgers PR Case Study
• Press release SEO– Goals were to drive
traffic to CMD’s website and generate leads
• Blog outreach– Goals were to drive
traffic to CMD’s website and generate leads
• Twitter outreach– Goals were to drive
traffic to press release and blog posts
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Press release distributed Nov. 8
Source: Business Wire, Nov. 8, 2010
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Business Wire: 1550 Release Reads
Source: NewsTrak Access Report Overview, Nov. 16, 2010
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Blog Outreach - Search Engine Watch
Source: Search Engine Watch, Nov. 7, 2010
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Blog post #1 in Google News
Source: Google News, Nov. 7, 2010
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News #1 in Google
Source: Google, Nov. 7, 2010
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#1 in Yahoo! News
Source: Yahoo! News, Nov. 8, 2010
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Visits up 42%, target up 143%
Source: Google Analytics, Oct. 31 through Nov. 13, 2010
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Target goal conversions up 106%
Source: Google Analytics, Oct. 31 through Nov. 13, 2010
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…and a few more recent “hits”
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Some Resources
• These slides: http://bizwire.pr/provercoffee• My Blog:
http://blog.businesswire.com/category/seo-tip-jar/• Great SEO Blogs: http://seomoz.org ,
http://seobook.com & http://sphinn.com
Thanks!
Any Questions?
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