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SESNY: 5 Tips To Optimize Press Releases For Search

Posted by BlogPostman under Pay-Per-Click

TopRank Online Marketing has been working with PRWeb providing SEO consulting services starting in 2008. PRWeb was founded in 1997 to help small businesses and communications professionals leverage the web to share their news directly with the public. As part of this process PRWeb lead the way for the “direct-to-consumer” press release, enabling companies to communicate their news directly to customers, prospects, analysts and the media. During the past decade, PRWeb has reshaped the traditional press release and changed how companies large and small distribute news. Innovations of PRWeb over the years include: Search engine optimization (SEO) for press releases to increase the visibility of news in search engines like Google and Yahoo! Social bookmarking tools like trackbacks and bookmark links to take advantage of the explosion in social networking Really Simple Syndication (RSS) to increase the distribution potential of news and built the industry’s largest RSS network Allowing customers to include podcasts along with their news to increase the impact of their news release The “Feature Video” allowing customers to leverage the video content from popular sites like YouTube to bring their news to life Meg Walker, Director of Online Marketing for PRWeb lead a session discussing how to optimize press releases to gain the strongest visibility in both search engines and media. 1.  Meet audience demand Prior to drafting a release, you need to understand what your audience is demanding.  Meeting audience demand is integral to accomplishing your press release visibility objectives. There are many times you don’t realize there may be a hook in to reach your target, and understanding audience demand allows you to tap into it. The steps to meet audience demand include: Knowing your audience – what is it potential prospects and media are interested in?  In what tone should they be spoken to?  Do they appreciate a certain angle over another?  Understanding is key and should drive the strategy behind the release. Be relevant – more than just understanding your audience, give them content that is both relevant and timely.  By doing this, you’ll create the highest propensity your news gets picked up, shared and passed on. Satisfy customer demand – to know what the demand is, first research popular trends in search engines and stay on the pulse of your industry.  By creating content that is related to hot topics you can create far more visibility for your releases.  Staying up to date, informed and on the pulse of your customers is vital to connect with them through press releases. 2.  Stay focused By keeping your keywords and topics focused, your release can rank better in search engines and resonate more with media.  As you are writing releases, remember you are writing about one topic per release .  By segmenting the message or trying to say too much at once, you dilute your key points and take a risk prospects and media will walk away without taking next steps or remembering the point.  Keep it simple, focused and impactful. 3.  Use images for search Images can increase the click through rate on releases in both regular and news search by 15 – 25%.  It’s a simple step, but can’t be stressed enough.    Additionally, using images creates more traction in media – journalists and bloggers both love images as it helps them tell their story. At PRWeb, we have seen releases that used 3 images generate more than 50 articles.  We also find that many people are discovering images via image search, which then draws them back not only to the release, but to the customer web sites.  Because PRWeb hosts press releases forever, your images can continue to receive both organic and image search traffic indefinitely. 4.  Use videos to engage visitors By using video in news releases, we have seen up to a 500% increase in time on pages.  As the web shifts to a rich media experience, bloggers, media and end users are becoming more accustomed to video.  In the future, it may be common that video is included with releases.  But since today it is not as frequently used, it’s a chance to make your news stand out. 5.  Optimize your release Anchor text links – use 3 One to homepage – direct visitors directly to your company website. One to product page – send media and consumers directly to the product they are reading about. One to blog post – this presents an opportunity to speak to readers in a less formal fashion.  With social web users and digital influencers continually expecting social content, a press release presents a great opportunity to spark interest in your social content. Alt-tag – an alt tag helps your images get discovered in search engines – all release images should be tagged appropriately. URL Keyword – top keywords can be used as part of the URL string, so be sure and include those during the release selection process.  PRWeb allows you to customize this. Description Tag – add a keyword rich and compelling description tag (on PRWeb, that will become the meta tag). Title of release – the title of the release will become the title tag of the page, which is a vital element of your on-page optimization.  If you have a target phrase, ensure your phrase leads the title of release.  You can learn more about PRWeb at their website or follow them on Twitter . © Online Marketing Blog , 2010. | SESNY: 5 Tips To Optimize Press Releases For Search | 9 comments | http://toprankweb2.mn2.visi.com

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SESNY: 5 Tips To Optimize Press Releases For Search

Understand The Working Of The Pay Per Click Module Using Perry Marshall’s Adword Guide

Posted by BlogPostman under Pay-Per-Click

Pay per click is an advertising strategy which permits you to target and advertise for customers who are relevant to your kind of business. So how does one go about findingthese customers? Once you are sure about your line of business you should then start working on all the relevant keywords that suit your line of work. These key words would be the ones which your customers will most probably use in order to get information towards your line of business. Therefore your target now should be to be one of the sites that your prospective customers can come to. To do that you need to feature higher in your search engine rankings. If you make use of the pay per click program provided by the search engines then you can be hugely benefitted as that very search engine will now rank you higher on their search engine pages . Pay-per-click (PPC) search engines are those that offer the marketing option called “pay-per-click” to users. PPC advertising is the placement of a small advertisement on the search results page for a targeted keyword or keywords in return for a specified payment when a visitor actually clicks on the advertisement. Effectively advertisers pay nothing to come on the results page; they only pay the amount they have agreed to when someone actually clicks on their ad and is taken to the landing page on their website. The term “pay per click” means just what it says: the advertiser pays each time a visitor clicks on the ad. This makes good business sense too as the advertiser now has to handle only those customers who are relevant to his line of business and not the others. The most popular PPC search engine is Google; their PPC advertising campaign is called AdWords. Similarly Yahoo and other search engines too have their own PPC campaigns and packages for online advertisers to use and benefit from. There are several material on PPC which can you understand the basics of these. Very helpful on the same is Perry Marshall adwords guide which would help you get to know PPC much better.

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Understand The Working Of The Pay Per Click Module Using Perry Marshall’s Adword Guide

2010 LeadingRE Conference: TopRank Digital Marketing Sessions

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Last week, I was in Las Vegas for the LeadingRE annual conference and marketing technology event speaking on social media and SEO strategies for real estate professionals. It’s always interesting to see where different verticals are at with their willingness to embrace social channels, and I’m pleased to report the top realtors globally are already engaging, or at the least starting to define their path. I gave the opening presentation to the MarTech part of the conference – a track of panels/sessions designed to help real estate professionals better integrate their marketing initiates with technology. Additionally, I spoke on two panels in the general sessions of the conference: one on online reputation management and one as an open panel Q&A answering marketing strategy questions. For Online Marketing Blog readers, following is a wrapup of each of my sessions and some key takeaways. Architecting A Web 2.0 Marketing And PR Strategy For this session, I took event goers through an overview of the process we at TopRank implement for companies seeking social media strategy: a social media roadmap . I took audience members through the essential elements of the roadmap: 1. Define an audience Who is it you are trying to influence? Where are they participating, what types of content resonates with them? Understanding your audience comes first, and will drive the next pieces of the roadmap. 2. Identify objectives What outcomes do you want from this audience? Only after you understand your digital audience should objectives be solidified, as research may uncover new opportunities not conceived initially. While many skip to objectives, audience research provides the current situation necessary to proceed to identify objectives. 3. Develop strategic approach For a social media marketing strategy to be effective and not a cookie-cutter application, you must have a strategic approach unique and logical for your brand. Audience data + objectives + insight into your industry + strategic mindset as a marketer will enable you to formulate a strategic approach that delivers results and permeates the market. 4. Implement tools/tactics Even more popular than skipping to step 2, most marketing and PR pros skip immediately to step 4. It’s a cliché to say “we need a Twitter account” or “we need a Facebook page.” You don’t know that yet. Nor do you have the proper roadmap elements to execute them successfully by skipping immediately to tactical elements. It’s like entering a battle by sending in the latest wave of ultra-sophisticated fighter jets but not having any sort of plan of how they work into your larger strategy. Yeah, they might be bigger/faster/stronger but it’s setting yourself up for failure without knowing how they integrate with other elements. 5. Measure results/metrics What will your success metrics be? Formulate not just an ultimate objective measurement, but define the right KPIs that actually roll to those objectives. Understand how they all work together and stagger them in the right order in your marketing dashboard to keep your finger on the pulse of success.  It takes a comprehensive understanding of web analytics reporting before getting into this phase. Online Reputation Management Panel For this panel, I presented alongside Jennifer Baumann , Esq. of DLA Piper. As I am not a lawyer and cannot provide any legal counsel, it was a good idea for Eric Bryn , conference organizer for LeadingRE to pair us. I shared prevention and response strategies and Jennifer discussed legal issues. In terms of online reputation management, the old adage of “an ounce of prevention is worth a pound of cure” could not be truer. I spoke mostly on prevention, but also response. Some key takeaways from this panel: Negative PR gets referenced – The web is referential, and we are actively tagging brands to their actions. For example, the first thing many mom bloggers now think of when they hear the name Motrin is the Motrin Moms fiasco. We are constantly archiving and building upon events, news and essentially our lives digitally. This paints a larger picture of people and companies, and the scars of negative PR are not going to go away. By having a presence yourself and already established as a brand digitally, you get to be a part of that debate as opposed to silently sitting on the sidelines and allowing others to dictate how you are seen. Additionally, if you foster a community of supporters, that negative PR might get hedged in the first place. If I wrote a blog post titled, “Apple Sucks,” almost immediately I’m going to get comments defending Apple – not just in my own comment section but on other blogs that debate and interact with me. Instead of a one-sided story, it will turn into a lively discussion and debate, with all sides being considered. A community of brand advocates is a powerful force for defending a brand or personal reputation.  In the case of Apple, whether by design or simply due to fanatical fans, they are now a part of the brand’s organic response. Search engine brand awareness – If your brand has a large digital footprint with multiple domains/sub-domains, an authoritative presence across social channels and a fan-base, owning page 1 of Google for your brand name is possible. By doing this, you won’t let a negative (and let’s hope isolated) event or experience show up in branded searches. Of course, in cases where negative PR spirals out of control (aka a Groundswell ) a negative situation can acquire so many links/attention it ranks on page one for your brand. In those cases, buying search ads to help counter the negativity, posting responses on the offending site, adding a response on your own site, and strategizing ways to regain control of page one via organic SEO methods are just some potential steps you can take. But of course, it all depends on the specific situation what the response strategy should be. Speaking of response strategy – for problems you anticipate may arise, having one is critical to be prepared for the worst. Consult PR before engaging legal – The RIAA’s reputation is irreparably damaged by their continual treatment of their biggest fans as criminals. Whether they legally can do something is not necessarily a reason they should. When technology comes along that makes a previous model obsolete, the natural reaction of the incumbent is to rally against it to defend a previous world. Unfortunately, all this succeeds in is positioning the organization or industry as draconian and opens the door to innovators who are designing models that embrace the new. When someone says something truthful but biting against your brand, the natural reaction might be to call your laywers to suppress that information. All this does is provide ammunition for that individual or media entity to succeed in gaining greater attention. In 2003, Barbra Streisand tried to sue photographer Kenneth Adelman for $50 million for taking a photograph of her house as he documented the California coastline as part of a project. As a result of the case, the picture substantially increased in popularity – quickly attracting 420,000+ views of a photo that otherwise would have existed in relative obscurity. Mike Masnick reported on the situation and coined the phrase “ The Streisand Effect .” The name stuck, and now even has its own dedicated Wikipedia page documenting multiple examples of companies suffering from the Streisand Effect by calling legal before consulting PR. Of course, there are situations where legal should be consulted, but they should be considered carefully, with legal being used as a last resort. Strategy Salon Panel L to R: Matt Dollinger, Matthew Ferrara, Adam Singer, Steve Harney - image by Barbara Springer This was an open Q&A discussion from the audience, where, Steve Harney , Matthew Ferrara , Matt Dollinger and I all riffed on answers to audience questions (moderated by Eric Bryn).  A few of the riffs from our discussion included: Getting your company to buy in to social media – This needs to happen from the top. If your leaders aren’t fully bought in and driving forward the items you want team members participating in, you can’t expect them to succeed. As one example, if you have a company blog, someone up top should be leading and driving it if you want the rest of the team to contribute as well. To inspire people to stay motivated and engaged, create feedback loops within the organization to highlight success and nurture participation. The perfect company website – There is no single archetype of the perfect website. Also, yours shouldn’t necessarily model competitors or one you think is pretty, rather it should resonate with prospects. Keep SEO in mind from the start and work with developers cognizant of search engines or consult an SEO firm to guide your development process. Site search matters, and is one of the most important features of any website according to Google . Leverage site search to gain data/insight into your customers and also tweak results to highlight fresh content or current specials. The real estate company of the future – Instead of doing everything in-house, you may begin to outsource certain elements like design, marketing or IT. Why have generalists when you can have specialists in each field and work with them across distances and time zones via agile project management systems? Also, for smaller companies, it will be about more than just those within a small radius; recruiting top talent will be vital for performance. Of your full-time team members, leadership will be an integral role and not something simply relegated to management. You need to find and empower leaders at all levels within the organization if you want to succeed against competitors.

SEO Explained In straightforward Terms.

Posted by under Pay-Per-Click

SEO – or S.E.O as it is frequently termed – is, in its most basic form, the art of building your website in such a manner that when people use search engines to search for information related to what your website contains, they’ll find you at the apex of the result. search engines could be the most effective way to find information on the internet, but because they’re so good in what they do they often cause a headache for users. Which will sound odd, but when you think about a search for a favored subject or product can throw up ahundreds of thousands of results, youmay understand – who’s going to hunt through all that material for find what’s wanted? The answer’s that people donot – they customarily look only at the initial few results which is the reason why it’s critical to optimize your internetsite to come up among the top results. A search is done when people enter a keyword or phrase for the search engine to search for ; the product of this search is pages of links to applicable sites. The ranking of your website in these results will relyon how important the search engine thinks your site is to the search terms. In simple terms, that means that the more often the search phrase appears in your website, the more topical the search engine will think your site is to the search. This is an oversimplification due to all the complexities concerned, but this is SEO explained in the best way. What the search engines basically care about – particularly Google – is a good experience for their users ( the searchers ) However , you must be careful not to over use the keywords because not only will the text in your site appear awkward and even incomprehensible, search engines are now very classy and will remove any site that appear to be stuffed with keywords justfor the sake of good search rankings. As an example, if your site is dealing with bed sheets and in the 600 words of text on a page you use the phrase bed sheets eighty times, the search website will know that something is wrong and reject the page. Naturally, many ;black hat or shady techniques of enhancing a webpage have come up over time, but with the revolutionary technology that the search websites use, things like link farms and concealed keywords are soon discovered and the websites indulging in this are generally banned. With the great quantity of competition in cyber space, having a good web site is not enough to guarantee your web success you have to make efforts to push traffic to your website. The only way to do this is to optimize the site for search engines, an optimized website is increasingly crucial these days. There is much more to search engine optimization, but this is basic Search Optimization explained in a nutshell. To find cutting edge SEO Services at a little fraction of the cost check out SEO company linxhurricane at www.linxhurricane.com.

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SEO Explained In straightforward Terms.

PPC Tips – What You Should Know

Posted by under Pay-Per-Click

New users can find themselves in a black hole if they venture unaware into marketing, which is also called paid search. The simplicity of the PPC model is especially attractive to beginners, where one can drive traffic almost instantly to any web page that they wish and it’s usually for a low cost-per-click. Without proper monitoring or lousy campaigns from the get-go, they often go into deep credit debt. The relevancy you have will be rewarded by the search engines. The least expensive way to achieve high rankings is to ensure your ads are relevant. Research into keywords is the primary consideration when attempting to obtain the highest relevancy. Before you go any further I HIGHLY RECOMMEND you check out ppc bully 2 review Maybe you want to bring traffic to your landing page and here you plan to build a list. Words and phrases that occur often, or keywords, should be identified for your particular niche. Then, generate long tail keywords by adding modifiers to those broad keywords. For example, ‘Golf’ is a general keyword whereas “how to improve your golf swing” is a focussed yet long tail keyword. You will more than likely spend over a dollar per mouse click. The question which are usually harder will be attended by all the people, so the easy way to earn more is only by attending the question by which we will be get paid for right answers. This is the # 1 tip, however, can significantly increase the ROI associated with each campaign. There are several factors incuded in an advertising campaign, and you can develop them to be as relevant as possible. Once again, the keywords must be applicable. Cases, online marketing keywords and ads trying to lose weight, the search engine, plans to slap you at the click of a ridiculously high price. Because of this, your ad copy needs to be relevant as well. Realistically, you will want to have the full keyword included in your ad copy. Each keyword will require a unique approach. At first sight, it looks as though it requires hard labor, but it is really a good investment on a long term perspective. Your landing page also needs to be optimized. Your major keywords should be able to be spotted on places such as your landing page, in your domain name, headings and in the body of your website. Basically–someone clicking on your ad expecting a solution for a receding hair line and instead finding your home business opportunity website is going to get you hit by search engines, whose purpose is user relevancy. It is essential to be ever-vigilant and pay close attention and care to your ad campaigns if you want them to run smoothly. For example, your cost-per-click might increase without warning. When that happens, you want to be there to be able to adjust for the change. Some of your ads could suddenly start experiencing a low click-through rate, in which case you would want to test new ad copy, test new keywords, or dump the ad. It takes constant monitoring to ensure that you pay as little as possible per click, achieve the best rankings, and get the best click-through rates. Though it requires hard labor, it gives you very good returns.

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PPC Tips – What You Should Know