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How to Rank High in All Search Engines
Now that you're involved in your company's PR efforts (which is only right, because search engines are the primary PR vehicle of the online space, inasmuch as many aggregate news sites and blogs and typically include links from such sources as key factors in determining relevance), you must ensure that your main keyphrases find prominent places in your press releases.
Tips for Maximizing Your PR Efforts in Search Engines
Other tips, these culled from Tom Foremski's Die! Press release! Die! Die! Die!:
A quick word on the reasoning behind these techniques:
When search engines collect news items, as opposed to pages they gather from the wild web, they're more likely to determine relevance based on key phrases utilized. Determining how relevant a page REALLY is to a given search term takes quite a bit of time, and news, by its nature, makes standard relevance determination tougher because of its short shelf life.
Google Finance, Google's recent entry into financial news coverage, includes blog entries and recent news stories for every publicly traded company. This fact means that your company must start blogging, or at least cultivating relationships with bloggers in your space. It's fairly certain that Google uses an algorithm for its finance section that's similar to the one in its news section.
This makes the inclusion of your full company name and your ticker symbol in the press release title - plus the title of related blog posts that your company writes - even more important in order to reach the buyers and sellers of your company's stock.
We employ keyphrase linking in the event that automated sites, bloggers or reporters lift that portion of the press release and give it a permanent non-dynamic page.
Though you should typically NOT be sending press releases to bloggers unless you've contacted them before hand, the press release you put on the wire should include links to your blog in addition to a non-directorial contact person, someone who will be seen as more authentically and meaningfully involved in the news relating to the press release than a VP or someone equally trained in spin.
This person should be lightly basted in PR principles and current PR goals, but must be allowed to speak plainly and frankly.
The concept of treating employees as a media-creating public may be difficult for readers steeped in traditional PR. Please familiarize yourself with the Cluetrain Manifesto and the techniques surrounding cultivating your employee generated media.
Also check out John Battelle's recent interview with Gary Flake of MSN for an example of whom should be talking with whom. I see this particular blog interview as a PR masterstroke for MSN. Call me and I will explain: 919-433-3139. (I'll get around to blogging about it eventually if you're nervous about talking to me ;)
Here are a few sites - which I have not tested personally - that distribute press releases on the web:www.PRWeb.com
Garrett (and several of his brilliant colleagues) drive link building, brand awareness and thought leadership through the development of custom media strategies for MarketSmart Interactive and its clients. Send custom media creation questions to GFrench@gmail.com. Visit the Article Marketing blog for article marketing ideas and a list of more than 80 article directories.
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