Welcome to the third edition of our webinar Q&A series. If you missed the first two posts, please take a moment to read SEO 101 and SEO 102 so you’ll be prepared for the final exam at the end of SEO 104.
Ready? Here’s the third selection of questions straight from attendees of our press release optimization webinars.
Since your broad company keywords are not always the same as specific keywords for a particular press release (such as a product release) – which should you include?
Like many strategic questions, there’s really no right answer for this. Every organization or agency crafting press releases or any other content on the web needs to weigh short term vs. long term goals to determine their ideal mix. If the short term campaign is the main focus, I’d recommend focusing keywords in the headline and top of release, while optimizing your company boilerplate to ensure your long term keywords are always present in your releases.
SEO is more a marathon than a sprint. Commitment is key if you want to win in the long term.
Is it possible for optimized releases to rank higher than another company or website that is currently “buying” a specific keyword through Google AdWords?
Sadly, it’s a common and strangely persistent misconception that advertising on Google AdWords has an effect on “organic” SEO rankings. It’s simply not true. Here’s a direct quote from a high level Google employee dispelling this myth.
“The most common misconception is that you have to pay Google to get listed in the organic listings. Not true. Google crawls web sites for free. Another misconception is that the [AdWords] listings will help your organic search engine rankings. Not true. PPC has no affect on your “editorial search results.””
-Matt Cutts, Principal Engineer at Google, speaking with USA Today.
How do subheads factor into releases? Are they seen as headlines or body text?
Subheads are not included in the title tag and are thus seen more as body text within the release. That said, they are a great location to incorporate keyword phrases you can’t squeeze into your headline.
Do embedded images help with SEO?
Absolutely. Optimizing images is a great opportunity to increase the reach of your news release. Google Images receives a massive amount of traffic and users typically dig deeper into results to find what they are looking for, since image results can often be much more subjective than standard search results.
To optimize an image, make sure it has a clear file name which accurately describes the image and incorporates a keyword as well. Add a unique description for your image as well. For more information, here’s a video from a Google Product Manager discussing some Image SEO best practices.
We currently host our press releases as PDF files. Is this bad strategy for search engine performance?
Without a doubt, I would recommend never hosting press releases solely as PDF files on your website. While search engines are usually able to digest the text within PDF files, they typically rank very poorly in search results. I believe that this is because search engines are constantly trying to provide the best experience and most useful information to all users, and different browsers and operating systems all handle PDF files in different ways. That is confusing for the end user. For instance, Internet Explorer may show PDFs in the browser, while Firefox might open up Acrobat, and Chrome might download it.
If you are required to provide PDFs of your press releases, please host a text version of your release as well or link to the wire version. If you use our services, you can link to the EON hosted press release and know it will be online for the long term.