December 3, 2009
Looking to learn more about the art and science of Search Engine Optimization? Join Joseph Miller, EON Product Manager, for a new batch of tips from his SEO Tip Jar.
In the age of Google, links truly make the world go round and your press releases are no exception. Every press release is an opportunity to push your story out to the world and influence how your company is seen, not only by people but search engines as well.
In the previous edition of SEO Tip Jar, I went into the why behind the benefit of links. This article will cover some success stories and techniques on how to get more benefit from your links.
Search engines consider hundreds of factors in determining their ever-changing search rankings for pages across the web, but chief among them is link text from other sites. Consider a site such as NBA.com, the official site of the National Basketball League. Using an analysis tool, I can see that some of the most popular keywords linking to nba.com are: NBA, NBA.com, National Basketball Association, NBA Official Site, Basketball, and NBA Basketball.
All these keywords linking to them reinforce both the brand name and the site’s strong relevance to basketball, so it’s no surprise that NBA.com is the top result in search.
Your company or organization may not have the wide consumer reach of the NBA, but you still need to build awareness regardless of your industry or niche. Every press release you put out is an easy opportunity to build more links and generate long-term SEO advantages for your site.
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September 5, 2008
In the way of new media tools, that is.
The First Annual Middleberg/SNCR Global Survey of Media in the Wired World
is a reincarnation of the highly regarded Middleberg-Ross Survey, which PR veteran Don Middleberg previously conducted with Steven Ross, formerly with the Columbia University Graduate School of Journalism. The survey has always been a valued resource for PR pros, chronicling journalists‘
embrace–or not–of the Internet.
The new study will include an updated online survey as well as detailed case studies based on interviews with journalists from around the world. The research team will examine the effects of new media, social media, and citizen journalism on journalists and journalism.
Journalists and editors of all shapes and stripes are encouraged to take this survey , which should only help professional communicators reach them in the fashion they most prefer. The survey takes 10 minutes.
Participants will receive a free copy of the executive summary of the survey results and a special discount to attend the 2008 Society for New Communications Research Symposium, which will be held on Friday, November 14, 2008 at the Hotel Marlowe in Cambridge, Mass., where the initial findings will be shared.
June 17, 2008
Last week I spoke at two panels in California. The topic: new media. At the National Investor Relations Institute Conference in San Diego, my friend Rob Williams at Dell assembled a robust panel on blogging for investor relations officers (IROs). At the Design Automation Conference two days later in Anaheim, Scott Sandler of Springsoft organized a session for engineers on navigating new media. A 90-minute train ride separated these two disparate audiences, but what struck me besides the glorious California coastline was how both groups are grappling with the Groundswell.
The Groundswell, written by Charlene Li and Josh Bernoff of Forrester Research, is the best book to date written on social media. Rich in case studies, data, and readable prose, the authors decipher the social web’s tools, technologies and tactics in terms that nongeeks can understand. Read this book!
Its most relevant thesis for professional communicators is that people are looking TO EACH OTHER for news and information, rather than to traditional institutions like corporations. While this is no surprise, what distinguishes Li and Bernoff’s work from others is how it convincingly presents Web 2.0 as an opportunity, not a threat.
Is it alot of extra work to understand the Groundswell? You bet. One of the best quotes of the DAC panel was a frustrated marketing exec who groused: “Great, so we’re all publishers…now we have to do that, too!” This marketer longed for the days when a print ad in an engineering trade publication accomplished the task of getting a software firm’s message out.
Is the Groundswell scary? As Li and Bernoff point out, “It isn’t comfortable at first.” For IROs and others trained to control the flow of their company’s information to Wall Street and elsewhere, giving up control to gain influence is counter cultural. And yet the IROs who attended our panel were open to the change.
Many would argue control has always been a delusion–all the more reason to invest in understanding.