Search Engine Optimization

Thanks to Todd Defren of SHIFT Communications, the newest version of the social media release is now available. Now, the next most pressing question is how to position the information in the release to get the most from search engines like Google, Yahoo or MSN. Fortunately, Todd Defren has also created tips for Search Engine Optimization (SEO).

In its most general form, SEO is just the process of making sure search engines can understand and categorize your message. According to Defren’s newly released tips, there are 20 main “tips and tricks for SEO-friendly press releases.” As a summary, I have recondensed his information into five rules of social media press releases to obtain search engine optimization.

1. Determine three relevant keywords for the announcement and repeat them at least three times in the release. Make sure these keywords are in the subhead of the release.

2. Include anchor text hyperlinks linking back tot he appropriate links on your page, and place these in the first two paragraphs. However, do not over-hyperlink.

3. Keep the press release between 300-500 words.

4. Include images and videos that will be picked up by Google Images or Google Video. Tag them with the appropriate keywords.

5. Post all releases on their own page on your Web site in addition to sending it out on wire service.

Of course, there is much more that may be addressed here, but this is the real meat of the information. It will be really interesting to see how the use of SEO and the new social media release will change the field of PR in the next year or so. As always, I welcome any questions or comments. Please let me know if you think there is something else that just MUST to be on here.

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