HOW TO BE FOUND ON THE INTERNET – III-B Structuring & Writing Optimized Content

How To Create Compelling SEO/Optimized Content That Will Rank You Well In Search Engines – 

Structuring & Writing Optimized Content for Humans & Bots Alike

With your keyword research done, and some understanding of what these keywords mean to the people (‘tribes,’ communities, ‘market target’) who are searching for your product or service you’re ready to start creating some great-optimized CONTENT. Structuring that content needs to appeal to both humans and robots. Read more about:

• The "Inverted Pyramid" – Structuring Compelling Content;
• The 3-Major Components that power search Engines for Search;
• 11-Tips for Writing Compelling, Optimized Content that Ranks Well in Search Engines-for Lead Generation;
• Why Optimized Content Ranks You Well in Search.

To find out more about structuring & writing optimized content continue reading:

HOW TO BE FOUND ON THE INTERNET– Part III-A. Creating Compelling Content

How To Create Compelling SEO/Optimized Content That Will Rank You Well In Search Engines – 

 Keyword Research & Strategy

Whatever your market–global or local–developing original, quality, compelling content is extremely important, and plays an even more important role in your SEO strategy on and off the page. “Content Marketing [1]” is a great SEO & Lead Generation Strategy especially with recent changes from Google: “Google Places Is Over, Company Makes Google+ The Center Of Gravity For Local Search.”  

To find out more about keyword research & strategy for optimized content continue reading:

HOW TO BE FOUND ON THE INTERNET – Part II. Three-Steps To Develop A Solid Strategy

How to Create a Strategy That Will Evolve With the Overall Changing Internet Search Landscape and Ubiquitous World Wide Web 

1.     Defining Lingo – Learn the Language

2.     The Marketing Plan – The First Step in All Strategy

3.     The SWOT Analysis – Data to Feed Search Engines

4.   All Business Objectives – Lead Generation     

 

CONTINUE READING.....

 

HOW TO BE FOUND ON THE INTERNET – Part I. Introduction

Part I. Introduction: HOW TO BE FOUND ON THE INTERNET –

The Internet has grown exponentially in the last few years, with active users rising from 361 million worldwide in 2000 to nearly 2-Billion by the end of 2012.  The CJC Strategists' four-part blog series and FREE WEBINAR: SEO Basics: Helping Your Customers Find Your Business OnLine that we did for SCORE will take you through a step by step process that will help you develop a strategy to keep your brand relevant in the morphing world of Search Engine rankings giving your Brand messages top ranking in the SERPS for your website's lead generation and get a better understanding of .......

To take the FREE webinar and read the blog series, continue reading:

22 Tips For Writing a SEO Press Release – for Real People and Robots

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The Press Release as part of the communication marketing mix is a powerful tool that carries your branding messages across multi-media channels. It provides useful information for the media to create stories and disseminate in-depth information about your business, product or service.

Today's technology driven, fast passed news media requires implementation of vertical marketing that utilizes the new media tactics within press releases, which include key words, tagging, hyperlinks, SEO, EON, etc. This effectively bridges the traditional i.e., print with new media/ online, web and interactive 2.0 technology. These new communications tactics, when applied correctly extend the reach of the initial message and marketing communication content beyond the original life cycle and promotes a digital foot-print in the Internet viral biosphere­– with Business Wire’s inclusion in Google News Archives–press releases live forever.

When it comes to getting your press release seen online, the rules for writing may be different from what you've been taught (The Inverted Pyramid*). These tips will help you write a release that people will read and create more Search Engine Result Pages (SERPS) will find.

"Read More" for 22 Tips on How To Write An SEO Results-Driven Press Release - 

Is the News/Press Release "A Necessary EVIL"? Absolutely Not!

The News/Press release more important today than ever before in our rapidly moving viral 21^st century communications age. However……

Last week, I was once again inspired to defend the honor and value of the News Release after reading the article, ‘Why The News Release Is Worthless In Today’s Social Media Age’, where Aaron Perlut from Forbes MarketShare BLOG writes: “news releases in most cases, are a worthless bother. Yes, there are times when they are a necessary evil.”  And he’s off and running declaring that the news release is dead yet again. Although he makes some important points he confuses public relations with advertising and totally leaves out of the conversation the optimizing process that is integral to the newly vibrant VIRAL News Release. To read Perlut’s entire article click here

Wanted to share my response to Perlut’s Forbes MarketShare Blog Article:
The News/Press Release “A Necessary EVIL”  Absolutely Not! News/Press releases are more important today than ever before in our rapidly moving viral 21^st century communications age. However, the release needs to be written, conceptualized and formatted in a totally new way that captures the viral world and that means SEO. To read more on SEO and ‘A New Approach to PR’ go to: http://www.cjcstrategists.com/philosophy.shtml.


This new approach to press relations requires a whole new skill set, which means Optimizing your news release. YES, my fellow PR & Communication colleagues have been loath to adapt these new skill sets either out of ignorance, laziness–or just not wanting to educate their clients’ CEOs 1950’s marketing speak. An optimized release, expanded with URL’s, hyperlinks, key and (SEO) optimized words that give the interested reader concise info in the head line (first 67/160 characters), sub-header and 1^st paragraph has the ability to supply additional information and expanded point priorities that reader wants, while maintaining interest with the broader market.

CJC Strategists (www.cjcstrategists.com) has been applying these optimizing tactics to releases for our clients for over 10 years. Our clients get a higher than usually pick-up and click-through rate (CTR) because they are optimized. These tactics strategically boost the long-tail online visibility of your press release so that it can be found, seen and shared by readers weeks and months, not just hours and days, after distribution.

PitchEngine’s ability may allow Brands to promote themselves but this is just another form of advertising not public relations.  PR allows professional journalists/media to give a third-party impartial view of a product and or service.

Organizations like Business Wire www.businesswire.com/portal/site/home/seo/ have been instrumental in helping the industry stay on top of the latest SEO tactics with expanded services like EON http://eon.businesswire.com/portal/site/eon/how-to-use-eon/ that take an optimized release to the Wire with viral and social media reach, archive the information, product or company on the Internet for future searches and give it an on going life. The News/Press Release “a necessary EVIL,” absolutely not!

An optimized release is one of the most important and effective tools in today’s Viral Communications and Social Media Age!

# # #

Is one version of your Press Release enough?

Short Answer: No.

Is it necessary to write several versions of one news release for the wire and another for direct delivery to targeted media?

Yes, consideration of the delivery / distribution for a press release at the initial stages of writing alters the style and the voice used within the text-copy.  As does the subject matter of a release i.e., launch of a product, news item, corporate, consumer or trade announcement. 

Posting on the Business Wire network for example, reaches a broad audience, consequently the release needs to appeal and engage a broader audience. Since this type of release is distributed widely on the Internet through Business Wire’s elaborate Enhance Online News (EON) distribution systems, so it’s critical to leverage the limited space and attention of the reader.  Consideration of the most important ‘how, what and where’ can be expanded by inserting URL’s, hyperlinks, key and (SEO) optimized words to give the interested reader additional information and expanded point priorities that reader wants, yet maintaining interest with the broader market. Optimization also makes your Wire release more relevant to the viral and social media worlds, archives the information, product or company on the Internet for future searches.

Market specific and niche releases have the luxury of more space were you can elaborate since the market target is more specific.  Niche market-specific, i.e. business to business/ trade audiences already have an interest in your topic, allowing you to be more upfront and center with detailed information. This doesn’t preclude the use of (SEO) optimization and key words/ phrases.  And, you don’t have to consider the cost of paying for each word as you would with a wire release.

(For more about press release optimization go to: http://www.businesswire.com/portal/site/home/seo/.)

There are many more types of delivery systems for news releases today than ever before in the history of the communications industry.  Each delivery system of your release as well as the subject parameter need thoughtfulness to the different “voices” you use before writing a relevant release.   So yes, many versions of one release need to be considered in today’s multi-media world.

Getting Great ROI On Tradeshows Virtually

Getting Great ROI On Tradeshows Virtually

(Or, Gaining Global Coverage By Approaching Journalists In Ways They Actually Welcome)

Virtual media tours are by far the way to go over traditional ones – if properly managed. They are more cost-effective as well as time saving. Most important, they let you introduce an idea or product to an international audience in ways that gain their attention and engage them in your message from the start.

A virtual press campaign – combined with old-fashioned relationship management at a tradeshow or other industry event you may already be attending – allows you to approach global media in ways they want to be approached. Web-enhanced marketing tools have made it possible to orchestrate a virtual encounter with any journalist in the world through podcasts, video casts, film tours, blog tours and trailers. YouTube and other multi-channeled media delivery systems spurred on by the Web2.0 technology allow you to deliver your story online via virtual events that are actually reaching important journalists and media who wouldn’t otherwise be either accessible cause of time, location or budget.

If you are among the many rethinking tradeshows because they’ve offered little or no return on your investment, consider this: We rocked tradeshows for our clients, getting up to 6 months of press coverage around each specific tradeshow or event date. We constantly deliver the kind of positive press coverage that converts to sales leads and increased sales long after an event, maintaining momentum and excitement of product long after the initial launch.

As a result, we’ve filled press pipelines for NDA products with 50 or more full page reviews, and delivered 80 one-on-one press interviews at a single tradeshow.

Consider using virtual tours to prepare the media for the Next Big Thing as well as provide follow-up details to previous high-level announcements – and you could produce phenomenal ROI for each and every tradeshow or industry event on your media calendar.

Maintaining Exclusive e-Dialogues With Key Journalists

Maintaining Exclusive e-Dialogues With Key Journalists

(Or. Maximizing Your Media Coverage Around the World, 24/7)

Thanks to the latest technology, it is now possible to reach journalists anywhere in the world. But you need to give that media contact whatever information is needed to develop a story or to “sell” coverage of your event to an editorial director. And to do it at their convenience in their own time zone.

This means that whatever you send out needs to be fully linked with all the additional background information that may be necessary for what you are inviting the journalist to do (attend an event, pay attention to an announcement, conduct an interview). He or she should have all the additional information about the subject at a click. In this way, every time you reach out to that contact, you can use that opportunity to reinforce communication about your product or service.

For example, anytime we need to reach the industry’s most influential journalists worldwide, CJC Strategists reaches out directly to our red-hot database of influential press (some 7,000 global media contacts that are constantly monitored and updated) with interactive HTML eBlast that comes fully linked

As a result, our interactive eBlasts yield well over a 25% response rate – quite higher than the average industry response rate of 0.5%.

Managing Your Message Across Multimedia Platforms

Managing Your Message Across Multimedia Platforms
(Or, Optimizing Your News So You Look Hot & Hip From The Start & Get Great Global Pickup)

Today’s media is at once smaller (as in more accessible worldwide) and more crowded (as in electronic exchanges cluttered with spam).

Sending out a press release or attending a tradeshow is no longer a sufficient publicity tactic “in and of itself.”

To make sure your press releases go out in the most technically savvy way, you need to make sure your messaging and marketing efforts are geared toward Web 2.0 audiences. This means ensuring each release has the proper key & tag word density and key phrases to taking advantage of the today’s metatext and anchor text parameters. Why? Consider the potential results. An average CJC Strategist ‘loaded’ release produces 40 thousand headline impressions (depending on distribution) 3,500 views with a click- through rate (CRT) of 255 and over 150 instantaneous postings to (social) media and blog sites around the globe.

You also need to make sure any news you send out has staying power. This means developing content with the “Long Tail” effect in mind -- that huge percentage of consumers searching for content long after the initial impact of a traditional news release. CJC-crafted releases consistently find their way to top of page for Google and Yahoo searches for the first 3 days in the 2nd and 3rd position and lasted for one in the 4 and 6th position on the search page and pushed traffic to the clients website.


If you do it right, you can manage the current multimedia platforms to your advantage in two ways: your message goes out in the most technologically savvy way – setting the right tone from the start; and also that you get the maximum pickup possible with key media outlets around the globe.