5 Top SEO Tips for Writing a Press Release

Originally, press releases were used to inform the TV and print media about new information or products. But the days of the standard, market-spun press release are pretty much over. Whilst words still certainly have their part to play, the landscape has most certainly shifted to the point where simple marketing rhetoric won't cut it any longer.

Online marketing is changing the way we think and like it or not Search Engine Optimisation (SEO) is playing a bigger role than ever. The traditional press release now has to work that little bit harder to keep up.

Getting Press Releases Working For You
Ultimately, the purpose of a press release is to provide information that is of interest to its readers. The following tips will look at the essential things to consider when writing a press release, in order to appeal to the search engines as well as your target audience.

1. Keywords Are Key!
The importance of keywords must not be underestimated. In simplest terms, a keyword (or key phrase) is a specific word or term used commonly in search engines to find a particular subject, service or product. As such, before you even start writing your press release, you should have a good idea of the key words or terms you're going to be using.

2. Spread the Word
There are numerous conflicting arguments when it comes to 'keyword spread' or how many times a particular search word or term appears within the body of text on the page. Ask a range of so-called experts and you're likely to end up with a range of answers.

The general rule of thumb is that each chosen keyword or term should not exceed around 2 – 3% of the overall word count – thus avoiding saturation and rejection by search bots.

3. Take a Look at Your Layout
As important as knowing which keywords to use is understanding where to place them. The following guide can help you construct your press release and make the most of your chosen words:

• Title – Try to keep it concise and attention-grabbing. Ideally the title should balance keywords with an irresistibly clickable quality!
• Summary – During the first few sentences try to give an overview as an introduction, using one or two secondary keywords or phrases.
• Body – Write subjectively and in the third person. This is the main body of text and should contain the bulk of your keywords or phrases.
• About the Company – A short synopsis of your company's services, including a link.
• Press Contact – Provide contact details of one person who will act as point of call for all enquiries. Include name, email and contact number.
• References – Don't forget to reference your quotes and statistics. This lends the work an air of credibility.

4. Consider Your Content
Try to choose a compelling subject with broad appeal. Put yourself in the reader's shoes – would you take time out to read the release? Of course, this is where an attention-grabbing title comes in, but just as important is the content. If there is nothing current of note happening within the company, choose something you have done and make it fit – easily done with a little spin.

Remember, the principal aim of any press release is to draw attention to the company. Company quotes can be as self aggrandising as you want them to be, it's your press release after all! Don't be afraid to sell yourselves.

5. Designed for people, not just search engines
Never, ever sacrifice content for the sake of SEO. This is an all-too common mistake and can be at the detriment of a company's overall image. Think of it this way – the release will be worth nothing if, having found its way onto the screen, it doesn't hold the reader's attention long enough to drive the message home.

If you would like to learn more about using press releases to improve your search engine appeal, call us on 01454 261111.

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Social Networking vs. A Website – Who's Winning?

With rapid developments in the way people both perceive and use the internet over the last few years, debate has grown over the use of traditional websites and their place in what has arguably become the age of social media.

There is little doubt that having an online (web) presence is vital to the long-term survival of any business. Government statistics last year estimated that around 70% of all UK households have access to the internet. This means the internet represents a portal to a potential 40+ million customers in the UK alone (discounting businesses and users outside the home).

Is a Social Media Presence Enough?
Let's take Facebook as an example. Latest figures reflect that there are some 400 million active Facebook users (according to Facebook's own statistics) on the phenomenally popular social networking site. Of those 400 million approximately 50% are active on any given day, and more than 1.5 million of those users account for local businesses.

When you also consider that the average user has 130 friends networked on the site, the potential of social networking as a business platform soon becomes clear.

Which way to turn?
What would you prefer to see as a prospective client – a considered investment in an internet presence or a simple profile that makes little impact, or worse still, gives the wrong impression.

While social networking definitely has its place in a progressive online marketing strategy, there is no ownership, little or no brand imagery (for you) and few opportunities for further digital marketing such as search engine optimisation.

Best of Both Worlds
Conventional wisdom dictates that there is simply no substitute for a well thought-out web presence. In terms of image and brand, a website says more about you and your company than any number of social networking profiles.

The ever-shifting digital landscape requires diversification and given the clear benefits to be enjoyed through both mediums, the logical answer is to combine your efforts. Social media presents a fantastic opportunity to boost your stock and attract new business. It's another way of getting your name out there and reaching new clients.

It's all in the message
Ask enough experts and you will soon realise that there are a range of differing opinions on what constitutes a good approach to online marketing – too many in fact to go into here. Regardless of what form of marketing you are using, certain fundamentals remain true. Sending the right message to push the right buttons at the right time is vital.

If you would like help reviewing your online marketing strategy, or would like to find out how to get social media marketing working for your business, please call us on 01454 261111.

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Is Mobile Marketing the Way Forward?

Much has been made of the role of social media and its associated platforms in the growth of online marketing . With so many mobile companies now offering unlimited internet access as standard however, mobile marketing is rapidly becoming a growth market all of its own.

A recent report from the EIAA (European Interactive Advertising Association) shows that 48% of internet users now have access to the web via mobile, with usage averaging at around 1hr per day. When you consider that 30% of web users in Europe say the internet allows them to follow brands more (interactive content etc.) it makes for a compelling case.

Mobile Marketing – A Growth Market
EIAA research also shows that a growing number of companies are jumping onto the mobile marketing bandwagon. One in three organisations currently participate in some form of mobile marketing as part of their advertising strategy, with 19% indicating that their usage of the platform is increasing – a figure that is rising sharply.

"Technological innovation coupled with consumers' continued desire to merge their media presents a huge opportunity for advertisers as we move into 2010." commented Michael Kleindl, chairman of the EIAA.

Information On The Move
Without a doubt, the era of the smartphone has forever changed the way we access and view information. Recent innovations such as Apple's iPhone and now the iPad, together with Blackberry, Palm and Google's Nexus One look set to realise a truly interactive, information lead age where users can access what they want, whenever they want it no matter where in the world they may be.

Couple this with increasingly targeted, content-lead social networking (one of the most popular usages on modern smartphones) and the platform's potential soon becomes clear.

The Way Ahead
What then does the future hold for businesses looking to gain a foothold in the mobile digital age? Perhaps best qualified to provide an insider's view would be Executive Director of the EIAA, Alison Fennah:

"The internet is now being consumed across PC, laptop, mobile and gaming devices, providing 24-7 access to digital information and entertainment. This presents a compelling case for brands to explore and incorporate a growing number of complementary interactive platforms into the marketing mix."

Alison adds "Indeed, new age patterns of media consumption indicate that marketers should be looking to develop multi-platform strategies that reach and connect with consumers more effectively and increase ROI. This is opposed to making media decisions based on an 'either or' basis if they want to reach all demographics."

Getting Started With Mobile Marketing
Based on the above you can see the benefits mobile marketing could bring. To help, here's a few quick tips to help you get started.

1. Understanding your audience – this is the first step in any campaign strategy. What type of phones are they using? Consider what features they already use, what their interests are and what activities they already engage in via their phone.
2. Keep your current advertising plan and add mobile to the mix. Keep your message clear and consistent across your various marketing campaigns and platforms.
3. Keep it simple. Give the user a positive experience. Make your ad campaign as straightforward as possible. The fewer clicks or text messages it takes the user to get the result, the better.

Finally, always build in tools which will enable you to test and measure your results. Knowing how successful your efforts are will mean allocating your resources to best effect for your bottom line. If you would like to explore mobile marketing for your business, call us 01454 261111.

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The New Buzz Word is Google Buzz

There is little doubt that the age of social media is well and truly upon us. You will be hard-pressed to visit a website today without spotting a Twitter feed or Facebook page link. It's hardly surprising then that some of the internet's key players are trying to get in on the act.

Arguably Facebook's most savvy move to date was in acquiring the now defunct FriendFeed and using it to develop its own status update service. With Twitter's increasingly popular stake in the social feed game, this was no doubt part of a wider strategy to ensure the platform's evolution.

The trends are clear, surfers love nothing more than to tell their friends and family what they're up to – whether through updates, photos or both. Now it's Google's turn with Google Buzz.

What is Google Buzz?
That's not to say Google hadn't recognised social media's potential earlier. The internet giant has tried to muscle in on the action by acquiring several failed platforms including Dodgeball, Jaiku and Orkut. This time, they've built one from the ground up using Gmail's database of users as a jumping off point – a wise move.

Although at its core a social networking platform, Buzz goes one step further by analysing user preferences and introducing content based on an individual's preferences, who they share information with and likes/ dislikes. In short, Buzz appears to be aiming for a more dynamic experience.

A Social Search Engine?
In the first week of launch alone, tens of millions of people tried the platform out, creating over 9 million posts and comments. Of course the upshot of this is that Google were left with a veritable sea of social meta data to use, and will continue to do so at an ever-expanding rate as the platform develops.

This data is expected to be incorporated into the company's search engine mainframe, evolving the search experience in the process. This will of course have a major knock-on effect on Search Engine results, which will become inherently more refined and personal.

Are You Following Me...
Where Buzz really starts to differ from both Facebook and Twitter is its integration with established platforms such Gmail, Google Reader, Google Profile, Google Chat and Google Contacts. This builds on the 'following' feature of sites such as Twitter with data collected from these sources.

In short, if you use a large number of Google services you'll be bombarded with content and followers from the get-go. If not, it may take some time to build your social infrastructure.

Is Social Media Paving the Way for Online Marketing?
It's difficult to say with any certainty what the future will bring for users of social media. Given that the platform is still within its infancy (having only really taken off within the last few years), there will no doubt be many changes to come. Having said this, even over such a short period we have seen growth at an exponential rate.

Without a doubt Buzz has generated huge potential for businesses of all sizes – the crucial factor being its tailored approach to content based on a users likes and dislikes. You don't need to be a marketing genius to recognise the potential inherent in such targeted use of information. With so many businesses recognising Facebook pages as a savvy marketing tool, it's only a matter of time before Buzz breaks the mould.

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