A terrific guest post by Brad Shorr on Heidi Thorne’s excellent blog ‘Promo With Purpose Today’ got me to thinking.
In the post, Brad discusses how long-term thinking and SEO (Search Engine Optimization) can help to bring more people to your website. And Brad says that press releases are an excellent way to seed your company’s brand throughout the web.
I can’t agree more.
But with apologies to Brad, I’d take it a few more steps.
If you’re planning a press release, come up with a short list of a half dozen keywords that people might be searching for in regards to your tradeshow appearance. Perhaps you’re in the food industry and you want folks to find your products and scheduled appearance.
Your first sentence should contain at least one or two of those keywords and the name of the show. Search engine algorithms tend to look for keywords within the first several words of an article or release. So don’t waste time getting to the point.
In the body of the copy, be sure to include the other keywords that you’ve targeted. Sprinkle them generously – but don’t overdo it. It’s got to be both search-engine friendly and human-friendly (readable!). It may take a little re-working, but you’ll know when it reads right.
At the end, be sure to include all of the pertinent contact information, including links to your company’s website and blog (the link-backs that Brad mentioned).
Press releases have jumped from old media to new media quickly – and the change really took place a few years ago. Press releases can be found by anyone searching for specific keywords – they aren’t limited to reporters and bloggers. And as Brad stated, you may actually get an immediate lead from your release.
Two of my favorite resources to improve your press releases include a book and a website.
Check out David Meerman Scott’s “The New Rules of Marketing and PR” and Joan Stewart’s terrific website Publicity Hound. Be sure to subscribe to Joan’s weekly newsletter which is easily one of the best newsletters I open each week.
And while you’re at it, run by David’s blog here.