Press Release Power

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How to write a press release for online distribution.

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<ul><li> 1. Copyright Ravepress 2011Copyright PageOneTraffic Ltd 2011While attempts have been made to verify information contained in this publication,in view of human errors or changes in technology in the future, neither the authornor the publisher assumes any responsibility for errors, omissions, interpretations orusage of the subject matter herein. This publication contains the opinions and ideasof its author and is intended for informational purposes only. The author andpublisher shall in no event be held liable for any loss or other damages incurredfrom the usage of this publication. Every effort will be made to correct anyincorrect or inaccurate information and corrections can be emailed topaul@ravepress.comLimit of Liability and disclaimer of warrantyThe authors and publishers of this book and the accompanying materials have usedtheir best efforts in preparing this document. The authors and publisher make norepresentation or warranties with respect to the accuracy, applicability, fitness, orcompleteness of the contents of this document. They disclaim any warranties(expressed or implied), merchantability, or fitness for any particular purpose. Theauthors and publisher shall in no event be held liable for any loss or other damages,including but not limited to special,incidental, consequential, or other damages. Asalways, the advice of a competent legal, tax, accounting or other professionalshould be sought. The authors and publisher do not warrant the performance,effectiveness or applicability of any sites listed in this book. All links are forinformation purposes only and are not warranted for content, accuracy or any otherimplied or explicit purpose. This manual contains material protected underInternational and Federal Copyright Laws and Treaties. Any unauthorized use of thismaterial is prohibited. Adobe, Adobe Acrobat and related names are the propertyof Adobe Systems Incorporated. No relationship with or endorsement of thispublication by Adobe Systems Incorporated should be inferred.Book cover image produced by Ravepress.ICONography is from Handyicons2 from http://www.jankoatwarpspeed.comCompensation DisclaimerPlease be aware that we may be promoting products or services in our emails,website or books where we may get paid a commission if you decide to purchaseany of these products or services.2</li></ul><p> 2. 3 3. PressReleasePowerHow to write a PressRelease for OnlineDistributionPaul Clifford4 4. ContentsIntroduction.............................................................6How To Write a Press Release for OnlineDistribution..............................................................8What To Write About?............................................9 Topics for Press Releases.................................9The Structure of Press Release..........................13Advanced Strategies............................................18Multi-media........................................................18SEO Aspects Of Your Release............................23How To Ensure You Benefit From The PandaUpdate....................................................................26 How do I do this?..............................................29Hooks And Going Viral........................................31So I Have It Written What Now?..........................34Optimizing For The Search Engines..................36 Traffic and keywords........................................37Understanding volumes and conversion.......39Finding the words.............................................41Factors to consider when choosing yourkeywords...........................................................435 5. Onpage and Offpage SEO...................................47 Onpage in detail................................................47 Uniqueness of content.....................................51Offpage Optimization...........................................52Quality and quantity of links............................54To Conclude..........................................................55About Ravepress..................................................56 6 6. IntroductionEveryone has heard of press releases. However not many peopleconsider them for online exposure, traffic and for improving yoursearch ranking maybe because the costs are too prohibitive orbecause they dont have worthy news?Many people think that a press release can only be written andsubmitted by a PR professional.In fact anyone can write a release for their business or website andpublish to get attention.Thats not to say that this replaces the role of the PR consultant atall. Where the professional really adds value is to get your businessin personal contact with the media. This can only be doneeffectively with the consultants contacts in your specific businessarea, but of course there is a price for that.7 7. I have written this with the smaller business in mind that doesntnecessarily have the wallet to fund large PR campaigns, but wouldlike to see the benefits of attention and improvements in traffic totheir business, that an online release provides.I work for Ravepress (www.ravepress.com) which is an companythat writes and distributes your press release on auto pilot and isdesigned for the small business and SEO Company with pricing tomatch. I have written this guide as a DIY manual using all the tipsand tricks that Ravepress.com have used to enable their success. Ihope you enjoy it and any feedback can be sent to me directlypaul@ravepress.com.8 8. How To Write a Press Release for Online DistributionThe traditional way to get noticed in the press and online is towrite and publish a press release and hope that it gets picked upand mentioned in a high volume newspaper or radio station. Theother benefit which is equally important in todays online world, isif you get it posted correctly it will be syndicated to many websiteswho will backlink to your site and lift you up the rankings in thesearch engines.Google and others see these links as high value as they are comingfrom official news sources. If your release is distributed correctly,Google will actually list them in its own news service guaranteeingyou traffic as well. This will normally happen the day after youpublish.Many people tell me they dont know how to write a press releaseand many tell me they use a PR agency for all that stuff. Well myanswer to them is "Who knows the most about your product orservice? - Yes you do" so who better to write it? Its really notthat difficult and you just need to need to follow a formula.9 9. What To Write About?Above all a press release has to be about something newsworthy.You have to be able to announce something, communicate aresult, new win or something relevant to todays reader. You maythink that you dont have much to say or there isnt anything newhappening in your business that you would want to communicate.In fact if you put your mind to it, theres quite a lot you can write arelease on.Use the following list to gather ideas for new releases and plan aschedule over the course of the next 3 months (thats only 3releases by the way) so you can start thinking about your monthlyrelease cycle. Topics for Press ReleasesHere are some angles for you to write releases about. They dontneed to be dramatic but for great results, plan one a month. 10 10. Your Products and Services New products or services. New or updated website Changes in pricing or special offers/discounts New releases of your products Different or new applications for your service or product Your Customers New contracts, wins and customers. Your customer success stories. Industry awards your customers may have achieved. Testimonials or recommendations received from customers. News and current topics. Write around and link with current news events. Pick on any statistics or surveys around your business area. Plan a networking event for your customers and communicate around that. Predict where you think your market is going. Link to something controversial or oppose a common belief11 11. Your Staff New staff joining Industry awards or even your own awards won byemployees. New training programs. Retirements. Marketing Any exhibitions or trade shows you have been to. Perform a survey. (you can use surveymonkey.com) Publish a white paper Industry study Any public appearance or speaking engagements you oryour staff have been involved with. Run a competition for an ipad or similarYour Business or Office. Office move or expansion. An interview or meeting with a celebrity. Certification or awards of your business. Awards won by your organization. Industry associations you may have joined. 12 12. Community Activities Community sponsorship or activities Charities you may support Fund raising days you may be supporting Any of your staff performing something charitable13 13. The Structure of Press ReleaseWhat follows is a highly effective set of guidelines that will makeyour press release writing simple and straightforward. Just followthese simple rules:A press release is formed of the following sections:1) Headline2) Subheadline or summary3) Body4) Company Information5) Contact information 1) HeadlineThis is the attention grabber and must get readers attention, butmore importantly, to be search engine optimized (SEO), it needs tohave the primary keywords that you are trying to rank for in thetitle itself. It should be written in title case, that is each wordshould have a capitalized first letter.14 14. You can rewrite any headline to make it more interesting andoptimized for example (my keyword is kitchen cabinets:Here is a stock headline:Dertier offers new discounts on all kitchencabinets stockTo be more interesting it can be re-written to be:Kitchen Cabinets Store Dertier Cause A Stir WithMassive Discount SaleYour target keyword: "Kitchen Cabinets" is now at thebeginning of the title this enables it rank higher onGoogle for your target phrase and I think youll agreeits a more livelier title.15 15. 2) Subheadline or summaryThis should explain the headline but needs to be eye catching andinteresting enough to ensure your reader will continue into thefirst paragraph of the body. This should be no more than 4sentences and expand on your title and summarize the mainmessage of your release.3) BodyThe first paragraph of the body should have the date a locationspecified as this: City, State / Country, datefor example:Boston, MA, April 13, 2011 -This should then be followed by one paragraph about why this isinteresting to your readers. It should also include your keywordsthat you are targeting.The main content should follow and it should be based around thefollowing principle Who are you? What is the news?16 16. Where is it? Why is this relevant and interesting? How will your solution provide the benefit?Keep your paragraphs clear, simple and easy to understand. Thewhole length of the body should be between 300-600 words.Credibility factors in the body can be added by including a quote.You could either take a testimonial from your site, or even quoteyourself.Call to ActionInclude a sentence that asks the reader todo something. Dontleave it open ended. Remember the release has a purpose and youneed to get your reader to your site. Use sentences like for a freereport on kitchen islands for the rich and famous visithttp://www.yoursite.com. 4) Your company informationThis gives credibility. Its important to say what you do, how longyou have been doing it and if possible how many customers youhave or include any other measure of credibility you can think of.17 17. This paragraph should only be 5 or 6 sentences long and shouldinclude a link to your website. The link should be clean (noembedding or anchor text) as the release may get printed.5) Contact InformationCompany NameContact NameAddressPhone numberEmailWeb addressNote its important to ensure all of these fields are completed.Firstly a journalist might want to contact you, so you should makeit as simple as possible for them get in touch. Secondly, it also tellsthe reader that you are a real business and adds credibility.18 18. Advanced StrategiesHow to supercharge your releases and deliver power to yourmarketing efforts.Multi-media 1)Brand logosGetting your brand image embedded in the release makes it eyecatching and ensures that youll get noticed above others. It alsoadds to the credibility factor so essential on the Internet. 2)Product imagesShowing your products if at all possible adds substance to thenews. It helps the reader identify with what you are explaining andportrays a solid professional look to your news. 3)VideosEmbedding videos is another way of showing your product or away of getting your message across. You can get the embed codefrom your video and paste it into your news submission.19 19. 20 20. THE MODERN PRESS RELEASE:21 21. 22 22. SEO Aspects Of Your Release.There are 3 main benefits to a press release. 1) Media interest and attention to your site, 2) The traffic this produces and 3) The benefits in search rankings.Search rankings come from the a) the way your page is optimizedfor your target keyword and b) the number and quality of linksthere are to the sites.Headline Keyword.Always ensure your keyword is at the start of your headline.Google and other search engines will index based on this andthis is where the traffic will come from.Embed links into the text.A good press release distributor will allow you to embed up to 3links into your text. The links should have anchor text so that thesearch engines understand what the link is about.This is a link: http://www.mysite.com/excellent-product23 23. This is a link with anchor text:MyExcellent ProductEmbedded within a paragraph all you would see is My ExcellentProduct, but it tells the search engine what the target of the link is which in turn increases your ranking for the phrase.1st Link CountsThis is one of the most overlooked factors in search engineoptimization. When Google scans a page for links it will find alink to a destination page and examine that link for anchor textand all the other signals in its algorithm. When it finds the nextlink, if it goes to the same page, it will be ignored.To illustrate this through example:Lets assume a web page has the following links in it.Link A: www.yahoo.com/page1 Anchor Text: A great PageLink B: www.yahoo.com/page1 Anchor Text: This is nonsenseLink B anchor text This is nonsense will get ignored.If however the links were the following:Link A: www.yahoo.com/page1 Anchor Text: A great Page 24 24. Link B: www.yahoo.com/a-nonsense-page Anchor Text: This isnonsenseThen link B would be counted and get the benefits of thealgorithm.When you are optimizing for a press release you should expect tohave at least 3 anchor text link opportunities in your submission.You can see that it is fruitless to create 3 different anchortexts backto the same url. Therefore create 1 for your home page, thesecond for a c...</p>