Mediarun Search Marketing News

Press release search engine optimisation is essential

April 19th 2010

Search Engine Optimisation News

When it comes to SEO, focussing on a single aspect - such as website optimisation - can have significant benefits; but it can also mean losing ground to your rivals.

For the most effective results from any search engine optimisation campaign - including a better return-on-investment - it pays to cover all bases. And this means optimising everything from press releases to landing pages.

The traditional role of the press release has changed little since the advent of the internet. It is still there to provide information about new products, services or company initiatives. And it still needs to be written in a way that appeals to your target audience, whether they are international adventurers with a high net wealth or couch potatoes with a penchant for fast food.

What has changed, however, is how press releases are disseminated.

Because aggregators are ten-a-penny and there are millions of business press releases circulating the world wide web at any given time - all vying for attention - the message not only has to be concise and clear, but it needs to be effectively optimised for search engine marketing purposes.

So the first thing to consider when promoting 'that new product that will change the world', is to find out what people who are interested in similar products are looking for on the internet. In other words, just like in the run-up to any website optimisation campaign, marketers need to carry out sound keyword research.

Using a simple keyword planning tool - something that professional SEO companies tend to start with - is vital. They allow you to easily discover search trends and traffic levels for related keywords, as well as offering possible alternative phrases which could also be included in marketing material.

According to Econsultancy, the secret to successful SEO is generating copy that contains popular keywords that fit well with individual products or services. The online marketing community states that starting with a central database of useful phrases and building on it is vital - and it is something that a professional SEO Company can help you get started with.

"Fine-tune your keyword strategy over time to maintain listings for relevant searches and increase conversion by improving your targeting," the website said.

Adding: "Revisit key pages every three to six months to review and update your keyword strategy, depending on your product/service type."

To find out about the performance solution we can offer you and your business, speak to one of our consultants on 0207 843 2265 or contact us.