Tag Archives: search engines

Writing Skills

Posted on by
Reply

How to write for the web


A friend asked me if there is a difference in writing techniques when creating brochures, press releases and web sites. You probably know that my answer was YES. I directed him to my blog a few days ago that addressed this issue. Then today, I saw an article that was describing the writing habits for the web.

I was pleased to see another person realized the need to educate publicity writers how different it is when writing anything that appears on the web.

Let me share with you some of my findings and experience.
First you need to accept that the web is different when it comes to writing anything. Here are a few reasons how it is different:

  • Text is hard to read. Most computers have low resolution, even the higher the resolution, and the smaller the type. This makes it more difficult for people to read on-screen text. They tend to read slower, comprehend less and recall less.
  • The web allows you to link pages and sources. Unlike print, you cannot link to other articles, or resources.

Ok, if you agree with these two points let’s move into "How you should write for the web".

  • Keep your articles down to 1,000 words. Why, because of my point above that says text is hard to read!
  • Use sub-headings and bullet text when possible. This gives the reader a chance to scan the article.
  • Give more info. This is where you want to use the links. Provide links to your sources, or references. It helps to build that link strategy you need for the search engines.
  • Speaking of links, use keywords and phrases when writing. Don’t go wild and pack a lot of them into the article. That will get you negative action from the search engines. Use keywords wisely and the engines will treat you nice.

See Also

How Can Optimizing Be Bad?

Posted on by
Reply

Know what you are doing first

optimizing web sitesEveryone who builds a web site claims to know optimizing. The same is true about those small startups saying they can get you listed at the top of SE’s (Search Engines). How is this relating to publicity? Because “Publicity is Everywhere!” If you direct the media to your site, but they forget the URL, they probably will type specific keywords in the SE to locate the web site.

Ok, first let me say not all these companies are out to make a fast buck. But it appears that most of them are selling software or just doing a blast listing to all the SE’s out there. How can these really help? Well, you won’t see any progress for weeks, maybe a couple of months at best. That’s how they get your money and then you just shake off that bad experience when nothing happens and your still listed 348 on Google, or Yahoo.

Web Site Optimization is more than placing a bunch of keywords into the HTML of your site. It isn’t the key phrase either. Because if you do this incorrectly, the search engines will pass you by!

The keywords you selected…how did you find them? If these are the most popular, then you are going to get zero traffic for a long time. Knowing which are the best keywords and what people are using is completely different. Plus, using multiple words can be even more productive and generate traffic. Ok, stop for a moment. Is traffic what you want? I hope not. Because I can get you thousands of people a month easily, but they won’t be qualified to purchase your products or services.

Qualified buyers are what you need. The number of visitors is important, if they are qualified. Keep that in perspective. We can give you the optimization to get listed at the top of Google, Yahoo and MSN among other search engines.

See Also

Web Marketing and Publicity

Posted on by
Reply

The do’s and don’ts

optimizing for publicityThe blog I wrote on "Publicity is your web site" is one of several parts to taking advantage of a web site as another pr tool.

An overstated word is "optimizing". Since I cannot think of a better word to describe this process, let’s start with these steps:

  • Optimize each page

Pr clients and businesses do not realize it, but some web marketing companies only optimize the Home Page and maybe one other page. You need to do all the pages.

  • Optimize your Page Titles and Content

In addition, look for keywords that are relevant to your company and industry. For example in the PressRoom page use words that are in the press releases or articles.

  • Create inbound links and label your images

This is a great place to have links to published press releases or articles about the company. Or place links to service organizations in your industry.

  • Your Website needs to be spider friendly

Search engines use spiders to read web sites. If the site contains flash, you need to address this in the html codes and modify them so spiders can see the code.

  • Keep the site fresh

Just like sending out new press releases, you need to keep the content fresh in the text (body). Every quarter have the content be updated, but don’t use a string of keywords, or phrases or hidden text, that will only make the spiders angry and get you on the "bad" list.

Having a good web site that can be found is good publicity. Why? Because when the editors, reporters or other media look at your site it will be easy for them to find you and the products you offer. Keep reminding yourself that "Publicity Is Everywhere".

See Also

Link Your Site Before You Launch It

Posted on by
Reply

How to generate traffic

Sometimes it is difficult to explain to pr clients how to get more traffic to a company’s web site in these short blogs. The reason is that it takes more than just a few keywords or phrases embedded into the HTML codes. It requires a plan to get fully indexed and recognized by search engines (SEO).

For those of you who understand the behind-the-scenes, and for those who have a fair knowledge of web marketing, then this is for you.

Before launching your new web site, or your updated site, you need to make sure the following has been completed.

  • First, make sure your domain name is registered, or renewed
  • Review your home page and the other key pages, these could be up to 5 or 6 different pages
  • Make links to your page with other high ranking pages that are already indexed. This will give your site immediate recognition by the search engines
  • Develop a PR campaign with releases on your site. These can be releases that have been distributed to the media
  • START A BLOG SITE! Not that I haven’t said this a few times before, but a blog site with your company web site will build high rankings with search bots as they crawl the different sites and your links
  • Make sure you write articles that are relevant about your company, the products or services you offer. Write articles about topics that you can later submit to other Ezines

One last item for this blog. Get links from other indexed sites to your company site. That completes the cycle.

If you need help with web marketing, give us a call.

See Also

Get Your Site Noticed

Posted on by
Reply

Use the SEO’s to get listed

There are thousands of new pages being indexed everyday. Your web site is just one of the millions being asked to get listed and hopefully on the top 10.

So how does a company find the right source to get the site listed on search engines like Google, or Yahoo, or MSN and the other majors? It can be done, but patience is a must. Unless you pay for a position on the "sponsored" page, or bid on key words, or do the pay-per-click method, you need to use smart submissions and marketing.

Just like good publicity, it takes time to get a high ranking and top 10 listings.

Most of the major search engines will allow you to directly submit your web site. Google offers free listings, but then again, you and a million others are listing there.

If you are ambitious and willing to go through a list of seo’s to find other free and paid listings, this is a good place to start…try this link. For those pr clients and advertisers wanting quick response, go to Yahoo’s paid inclusion.

Once listed, you need to make sure you stay there. Oh, one more thing. Be sure your site is correctly optimized. That means more than key words and key phrases. If you want more information on this part just contact me.

After you are listed, put a schedule in your publicity plan to update the site every four months. Keeping it fresh is another good business strategy. Search engine marketing is serious business, and that means you need to treat your site as a business using smart web marketing strategies.

See Also

Are Customers Finding You Through Search Engines?

Posted on by
Reply

Your Customers Are Probably Going To Your Competitors Site

Ever wonder why your site isn’t getting all the traffic you want? Notice that your competitors are listed higher in the search than your site? How can this be when it is your key words?

A recent study found that "Fifteen percent of people who search for a company’s brand name end up going to Web sites of the brand’s competitors, affiliates or to price-comparison sites because those sites rank high in the results, according to a study to be released today by online competitive intelligence firm Hitwise, New York."

The study goes on to tell you that you need to buy more of the keywords that fit your company description. But what if your competitors are already paying for those key words?

In my opinion, that’s the problem with bidding wars for keywords.

Ms. Prescott, a senior analyst for Hitwise, said. "People are searching more navigationally than they used to."

Some even suggest buying your brand name that might be spelled incorrectly. This actually helps customers find you. People don’t use a spell checker in the search navs for Google, or Yahoo. So this could be a good suggestion.

Unfortunately, you can be spending a lot of money bidding for your brand name, or words that relate to your brand. Is there another solution? Yes!

I’ve said this before, blogging. But not just a blog site. You need one that has the muscle and wisdom behind the site. It is the special ingredients of how the site is structured, how the key words are inserted into the daily blogs, how it is found by search engines.

Let your competitors pay for the keywords and phrases, while you establish a blog site that will get your company, brand name, listed at the top of the searches. It’s time to let blogging work for you!

See Also

Where is Search Going

Posted on by
Reply

Search Engines Build Momentum

Search engine marketing is not something that just happens by chance. It is an art, a science, and a lot of work.

Many clients think the old ways of adding meta tag descriptions, or key words and submissions to all the search engines will get results. Not true anymore.

The search engine (SE) battle to be the biggest and best is heating up again.

More companies are finally realizing they can build an ecommerce web site while maintaining a traditional storefront. With this attention, the SE’s are getting more sophisticated on how they list a web site.

I saw an article by Kevin Ryan titled "Search and the Brand". He mentioned a lot of interesting things, besides the awards stuff for this event.

For example, at the Advertising Week event, Mr. David Verklin, CEO of Carat Americans, pointed out a study that was completed in December of 2004 showed 92% of consumer electronics and other computer purchases. This is only one category. But it illustrates how consumers are using the net for more ease of purchasing. That means they will be using SE’s more often to find products, companies and places to make purchases.

HP saw their click volume increase 45% and the transactions increased 65%.

At this Advertising Week event, it was noted that keyword purchasing hit an all-time high as well. Some advertisers were now purchasing odd words, like "possum". Popular words such as "automobile" or "Honda Element’ are still expensive.

So what’s the other solution to fighting this marketing battle? Try "street smart marketing". By this I mean it’s time you have a plan that includes a blog site with back end tie-ins. Publicity should be part of that overall plan. Together, these become powerful marketing tools and can build a brand name within a few months.

The Search Race

Posted on by
Reply

Publicity needs search engines

If you dig deep enough you can find studies on most any subject, and topic.

That’s the great part of being in this era. Internet searches have helped publicity people contact the media easier, find data about specific subjects, or to gather information to write a better article.

And studies of most recent, are about the search engines. This little survey can help pr companies and clients who are in specific markets know which search engines are the most popular in their field.

This doesn’t mean you should just assume that a particular engine is the one to use, it shows the activity of the different search engines.

For example, a study from Research Brief, titled "Pick Influential Search Engine By Category, But Yahoo! Safe Bet", shows that Yahoo! is the number one overall choice for those making a purchase. But when you see the different categories, the results change. In electronics, Google is #1, followed by Yahoo!, then MSN and 4th is AOL.

To see a completely different order, look at Car/Truck stats. MSN is #1, followed by Yahoo!, then Google, Ask Jeeves and finally AOL.

Doing the proper research in all areas can benefit Pr clients and publicity firms. Make sure when you send your releases to the media, you keep these search engines in mind. They can help your visibility when your site is listed higher with them. Make your pr campaign part of your search engine strategy.

See Also