The PR Guru

March 11, 2011

10 Reasons to use PR, #5

Over the past few weeks we’ve discussed various reasons for doing your own PR.

Here they are if you need a recap:
1. Spread your marketing investment
2. Gain third party endorsements
3. Become the industry expert
4. Reach the largest possible audience

To follow on from those, we have handed over our blog to a good friend of ours this week – Peter Brough of Cybernautix, the search engine optimisation specialists.

As well as generating coverage in offline media, namely newspapers, magazines and broadcasting, you can also use press releases to improve your online presence. And one of the major benefits of that is the boost it will give to your performance in the search engine rankings.

So reason #5 is this: GET TO THE TOP OF GOOGLE. Take it away Pete!

If you have ever wondered how websites are found easily at the top of search rankings for words associated with their services or products then here’s your answer: Search Engine Optimisation.

Google and other search engines want the most relevant websites at the top to deliver the best experience to their users. The ranking is decided by a sophisticated calculation and SEO aims to understand this and ‘tunes’ a website to get the strongest, and most relevant, result in the algorithm.

It can be distilled down into three distinct areas, all of which are critical to success.

The first, and most important factor is: keywords. These are the terms people are using to search out your services, and must be carefully researched, because although you might know your message very well, it might not exactly correspond to how most people would look for it. Proper keyword research is essential to any SEO activity.

The second stage is to integrate these keywords into your press release. As you will be sending your release to lots of websites, as well as posting it on your own, using your keywords will help you rank highly on Google et al.

Stage three is showing the search engine that you are an important and recognized website by having links from other websites to yours. This is one of the most overlooked phases, yet it is critical to success.

One very good way of creating back links to your website is by writing press releases and submitting them to online PR distribution sites, such as i-newswire, PR Log and PR Fire. In the press release you can usually include a link, or links, back to your website as a point of reference and to improve your ranking you should use sites that do allow links.

The press release should be written naturally so editors will approve your article. It can be made more effective by using headings, and bold and/or italicized writing to emphasize important points (especially those including your keywords).

This works because part of Google’s algorithm is determining the relevancy of text to a link.

If the text is very relevant to the outgoing link then it will have a higher impact. If the link points to a page on your website that is also optimized for that particular keyword then you have the highest relevancy and have created a strong link that will improve your ranking on that keyword.

If you are writing your own press release , make it as interesting and well-written as possible, because journalists monitor press release distribution sites and will often pick up stories from them. It may also be copied around other PR websites, further circulating your link and helping to drive your website up the rankings naturally.

Thanks Pete! For more information on SEO, visit the Cybernautix website: They can help you research the most popular keywords in your field, and build those all-important back links from other sites. And they are also pretty good at web design!

We have commissioned Cybernautix to do our SEO work over the next few months, so keep an eye open for the Richard Swancott Associates website appearing on page one of Google very soon!


1 Comment »

  1. […] Reason to use PR […]

    Pingback by How online PR can benefit your business : SEO Projects and Pictures blog — March 12, 2011 @ 3:36 pm | Reply

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