press release seo webinar powerpoint

Getting Your Press Releases to Rank

Getting Your Press Release

to Rank

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Today’s Presenters

Jessica LueckMarketing AssociateLos Angeles

John SandersAccount Executive

Dallas

Overview of Today’s Presentation

• What is SEO?

• On Page and Off Page Optimization

• Keywords

• Press Release Optimization

• Backlinking Strategies

The organic process of getting your content indexed and ranked by Search Engines.

Search Engine Optimization (SEO)

Natural or Organic “SERPS”

Paid or Sponsored “SERPS”

How Does Google Determine Rankings?On Page Optimization (Common Name for SEO)

• Meta Tags and Descriptions• Keywords on Your Page • Navigation and Page Name Structure• Anchor Text

–An Anchor Text is a hyperlink embedded into a word or phrase.

–i.e. press release distribution–The best way to link your content. Makes

it easy for Google to know what your links are about.

How Does Google Determine Rankings?

Off Page Optimization

– Google looks at the number of incoming links to your web content to determine its popularity and ranking. These type of links are referred to as Backlinks.

Paradigm Shift• A Press Release is a Micro Site

• Two Audiences: Humans and SE’s

• You Need To Prep Each Press Release Like You Would Your Website or Blog– i.e. Keyword Research, Keyword Copywriting,

Tags, Anchor Text, etc.

• Your Business Wire Press Releases are Built on a Powerful, Patented SEO Platform

Content WritingWrite for real readers and search engines. They are both target audiences for your press release.

Off Page OptimizationCreate relevant anchor text backlinks to your press release

On Page OptimizationGoing top down, add your primary keyword and secondary keywords throughout your release while retaining readability.

Release Optimization Flow

It All Starts with Knowing Your KeywordsKnowing your keywords will determine the way you optimize your release. It’s the foundation of any successful SEO strategy.

Keyword Research:

• What would the person I’m trying toreach type into Google to find my company or services?

• How many people are searching for those keywords?

It All Starts with Knowing Your Keywords

– Use Keyword Tools• Google Keyword Tool• Google Insights• Google Trends

Identify Primary and Secondary Keywords– Optimize Release for Primary Keyword and

Two other Keywords Max

• One of the Major Factors For Ranking Your Press Release•Always Include Your Primary Keyword

• If you can, also include a secondary keyword•Keep Headlines Short and Simple

• 2-22 words. For best results, under 10 words

Optimizing Your Headline

Backlink Your Press Release (Off Page Optimization)

Your Optimized

Press Release

Business Wire is a Powerful Source of Backlinks

• Backlinks that Google loves– Each release is sent to over 5,000 online

databases, search engines, online trades, blogs, and more

– Releases embedded with your links are posted on high authority sites

– Highly Relevant Links

EON

EON is Business Wire’s optimized platform where we archive your releases for long-term search engine visibility and rankings

Anchor Text Your Release

Anchor Text Primary Keyword on Another

Press Release

Write a 250 Word Blog Post Optimized for

your Primary Keyword

Include an image in the blog post. Name

the image your primary keyword

Anchor Text Primary Keyword in Blog Post

to Press Release

Twitter and Facebook Backlinking• Can’t Use Anchor Text

• Link Your Release Via Business Wire’s Social Sharing Feature

Use the EON versionIn social media

Multiple First Page Rankings for the Keyword: Micro Application Packages Limited

Takeaways• SEO is Driven by Content• Google looks at On Page and Off Page Optimization• Create a Plan• Know your Keywords• Optimize Your Release For a Primary and Two Secondary

Keywords • Anchor Text Your Press Release on Other Web Properties• All These Strategies Apply To Any Web Property You Want

to Rank

Questions

Jessica LueckJessica.Lueck@businesswire.com

John SandersJohn.Sanders@businesswire.com

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