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Optimising press releases for search engines
By Editor on Jun 29, 2006 in industry, mediarelations
Why is the surge in internet search engines technologies so relevant to public relations? I think it is because these technologies and PR both are about information management. The difference might be that while search engines work for the information seeker, PR works for the information provider. So if you know how to utilise both strengths, you get a lethal combination.
May be that is why search engine optimisation (SEO) interests so many PRkinds nowadays across the globe. I have written about this before, but would like to mention this again, now that PRWeb has formally launched its beta SEO Wizard. Simply put, using this wizard, you can optimise your press release with certain keywords, so that when web surfers search Google, Yahoo, or other search engines using those keywords, pop comes out your press release in the search results among the top ranks.
I don’t know how many Indian PR agencies use PRWeb but considering that there are so many firms in India providing SEO services, could we think of any PR agency tying up with a SEO firm and provide a similiar value-added service for our clients?
Now, consider this para in the PRWeb release -
SEO Wizard’s computer algorithm analyzes the keyword structure within press releases and provides users with reports that guide them in refining their press releases using the best keywords and phrases. These guides use keyword density analysis based on leading search engine technologies. We then provide related terms and phrases that users can substitute for higher performing results.
Does this mean now that we need to draft our press releases keeping in mind the most-searched keywords on search engines? So a quote of our client, the headline, or the paragraphs in our press releases have to contain certain search-engine friendly terms. Is this redefining how we have to write our releases, or an evolution?
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On Jul 8, 2006, Kami Huyse, APR said:
I believe SEO is a threat to PR, and as such, we need to learn how to leverage it. I also think we need to resist writing in computer-speak. So, this is yet another art to learn.
On Jul 12, 2006, John Andrews said:
SEO is not a threat to PR, although it may indeed be a threat to traditional PR. SEO is just one form of competitive webmastering. Competing for search engine position, while there is little competition for search engine position. What happens when there is more competition? The costs of SEO will exceed the value. SEO is dead. And PR?
On Feb 3, 2008, Roopa PN said:
I agree with John Andrews on SEO not being a threat to PR. Its in the interest of PR professionals if we use it to our advantage to reach out to our audience in real-time; effectively. Its a tool to be used to slide into visibility. The key lies in: quick grasp or proactive understanding of market requirement and catering to the same ‘quickly’ with valuable information. After all, its based on the same PR concept and its a new and dynamic tool for our PR forge.