Search engine optimization (SEO) is the latest buzz phrase of the marketing world (we’re guilty of using it, too!), but did you know it is sneaking into the PR world as well? Not only should you optimize your website or your blog, you should also be optimizing your press releases for search engines.

A traditional news release with plain text will reach the editorial community on the date you release it, but what happens when a potential customer is searching Google for that great new product six months later? Unless your press release has the staying power to continually rank high in search engines, the chance of an older press release being found is slim.

This is where SEO comes in. Here are some important tips for optimizing a press release:

1. Use the important keywords in the title (words customers would search).
Headlines are the first thing a search engine and a reader will see. Putting keywords in the headline increases your chances of being found and people seeing the relevance of your news release to their search.

2. Keep the title to approximately 80 characters.
PR distribution sites will often use the headline for the title tag. Keeping the title short (while including keywords) ensures the keywords of your release will not be cut off and will be visible to search engines (and readers) at the first glance.

3. Effectively use keywords throughout the press release.
Using a keyword density check tool will help you determine if your press release includes too little, too many, or just the right amount of keywords in the text. Using too many words may seem counterintuitive, but it could actually hurt your SEO. Too few keywords hurt, too.

4. Use links in the body of the release.
Adding links in the body of the text will increase the chances of the search engines finding your release. And always start with http:// for the URL. Those seven little characters will ensure the links are active in the release whereas URLs starting with www. could be missed.

5. Include anchor text.
Try to link at least three keywords in the text specifically to an internal page of your site rather than just the homepage. These tagged phrases provide more SEO value to a release than just listing URL links in the text, since they appear as searchable terms.

6. Make sure your news gets out.
In addition to the traditional press list, news releases should be distributed more widely using outlets targeted for online media as well as submitted to a variety of online news sites that post content, both of which are geared at the end user, versus the editorial community.

SEO has changed the landscape of not only traditional marketing, but traditional public relations as well. Writing and distributing timely news releases with the editors, end user, and search engines in mind will dramatically increase the reach of each release.

Articles, Online Marketing, Public Relations PR, press release, SEO

Beth Smith was recently appointed Vice President of Public Relations in response to the extensive growth of PR among the agency’s diverse account base. As more clients look to increase market exposure in their target industries without the relatively high cost of advertising, PR becomes an increasingly cost-effective marcom tactic. Beth will continue to lead our internationally renowned PR department, while expanding her role in the development of PR programs and their increasing strategic impact on our clients’ business.

Download the Full Press Release (Word.doc 155k)

Press Releases, TSG Updates PR, press release

As the economy slows down, most companies are looking for ways to save money. The temptation to reduce marketing and advertising campaigns seems like a painless budget cut. However, businesses beware: marketing cuts can easily make your company invisible.

Today’s “Informed Consumer”
Especially in this age of the “informed consumer” where information is more readily available through multiple mediums (social networking, on Web sites, trade press, conferences), potential customers are smarter and expect more from businesses. Now is the time to flex your strategic muscles to impress customers: make them think about how they can use your products, not wonder if the products still exist.

During tough economic times, staying visible is key. While spending is down, everyone needs to work harder for dwindling sales opportunities. Cutting marketing campaigns is a sure way to advance your competitor’s sales. Instead, why not take advantage of their downturned marketing programs?

Smart, focused marketing campaigns will concentrate on cost-effective and creative methods to increase your exposure, keep you in touch with customers, and generate sales for your company, not your competitors.

History Repeats Itself
An analysis of 600 companies from 1980-1985 in a study of U.S. recessions by McGraw-Hill Research showed companies that maintained or increased their advertising during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising.

If history is to repeat itself, as so often it does, it is the smart company that can take advantage of a downturn. The answer to a demanding economy should not be to hold back, but, at the every least, to maintain market presence to secure a head start on your competition when the economy strengthens.

What is Smart Marketing?
It’s important to tailor your marketing campaign for your specific strategies and objectives, especially in a down economy, to maximize your ROI. We know we can control our advertising message, but traditional space advertising can be expensive.

The good news is there are many cost-effective marcom options that do a great job of supplementing advertising.

Public relations provides the lowest cost per exposure and inquiry, and is an excellent means of getting broad exposure in several markets.<

Fractional ads and online opportunities also offer lower cost options that provide the frequency we need to be seen on a regular basis.

For a major branding campaign, bigger and brighter are always better – but in today’s world, an integrated marketing communications campaign that selects those tactics with the most cost-effective impact and that focuses on your real business needs, makes more sense than ever.

Learn more about The Simon Group’s PR strategies.

Learn more about The Simon Group’s advertising strategies.

Articles, Online Marketing Advertising, Marketing, PR

OK, for those of you who know us, it’s no surprise that we always advocate a strong public relations program as part of a comprehensive marcom plan. In fact, this is where many of our clients start their relationship with us.

The benefits of PR are seemingly endless and become even more important when marketing resources become scarce, as could be the case for some companies heading into 2009.

Two critical factors we see impacting current marketing budgets that increase the need to stretch resources and still accomplish company’s goals are:
1– the slowing US and global economy, and
2– the ongoing allocation of resources required to optimize your website with still-evolving online marketing tactics.

So, ask yourself: How can I keep my company visible in all relevant market areas while working with limited resources?

The answer: Use PR…if you already are, use more! Some basic approaches include:

News Releases: You’ll reach all your target media for about the same cost as an ad in just one media.
Feature Articles: You’ll increase your company’s credibility tenfold and position those within your company as the experts.
Trade Show Support: You’ll build one-on-one relationships with the editors, who will, in turn, be more apt to call on you when writing stories about your industry and listen to ideas pitched on behalf of your company.

Who knew one tactic in your marketing program could be so effective!

Learn more about The Simon Group’s PR program.

Articles, Public Relations PR, press release

The Simon Group Inc. was ranked fourth out of the 25 top Philadelphia public relations firms by the Philadelphia Business Journal. The listing is part of the reputable Book of Lists, published annually by the Journal, that provides more than 100 rankings in key industries and professions in the greater Philadelphia area.

The listing includes PR revenue billed out of local offices, number of PR employees and total number of employees, the percentage of income derived from PR and the number of clients serviced by each company. The Philadelphia Business Journal ranked the firms based upon the 2007 PR revenue billed.

The Simon Group was the highest-ranking full service agency on this prestigious list, acclaimed as the “area’s business bible” by Philadelphia Business Journal publisher Lyn Kremer.

Read the full press release.

Press Releases, TSG Updates PR, press release