AecUniverse Blog

Press releases have some unique characteristics that can contribute to an increase in search engine positioning for your site. They are similar in many ways to pages that use search engine copywriting techniques. They have a narrow focus, include copy that deals with one specific topic, incorporate the use of key phrases and use keyword-rich headlines. Usually, people either do not like or do not have the time to read poorly written content. Therefore, when you are writing an optimised press release, it is essential that you write with concise language, correct grammar and credibility. Besides increasing readership, you will make the search engines very happy, which is exactly what you are looking for!

Press releases incorporate each of the elements used with good search engine copywriting, which make them the perfect addition to your site. Because search engine spiders follow links, you will have to open a door from your home page to the section of your site that houses the press releases so your web pages displaying the releases will be picked by the Search Engines.

As well as adding Press releases to your site, you should consider posting them to specific press releases websites.

Newsworthy press releases that are optimised with keyword-rich content are invaluable to your business. If properly optimised, press releases add the potential for increased traffic to your site from clients searching for your product and business, provide improved rankings overall and in News search engines, and increase your chances of additional press. They may even enhance backlinks (also called inbound links) to you website. Press releases also increase your brand awareness.

Another use of press releases is linked with inbound links and link building. When you submit your press releases to those websites, think of leaving your URL somewhere and even better, add some anchor text links in your press release on target keywords that would link back to your site, thus helping your site to achieve better positions and get more traffic.

Romain works for White Hat Media, a good SEO company providing link building, keyword research and more Search Engine Marketing services.

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There are several methods that you can use to drive traffic targeted to your website. One of the most effective techniques that you can use today is Pay Per Click services like Google Adwords, Yahoo Search Marketing, and MSN.

You also want to make sure that the Pay Per Click targeted traffic converts. These networks have very high conversion rates, IF you use them correctly. You can waste an unnecessary amount of money and sap your advertising budget quickly if you use them incorrectly.

Since you’re going to be paying for clicks on Google for example, you want to make sure that all those clicks count. You want to get traffic to your site, but if the traffic is not converting then what’s the point.

You want to target the keywords where people are searching for something very specific. Ultra-targeted keywords where you target people who are ready to purchase. For example, if your keyword terms can include “buy”if you’re trying to sell something, you will find that most of the people who are clicking on your ads are in the final stage of the buying cycle.

When it comes time to actually bid on keywords, keep in mind that it may take a little experimenting in order to get things just right. You’ll notice that the search engines will try and help you. The suggested bid price for each keyword phrase is just that, a suggestion. Stick to a daily budget that you can afford and an acceptable bid amount. This will allow you to create a nice test ad to see how you’re doing.

Once you have your targeted keyword list complete and you’re comfortable with your bidding amounts, it’s time to create your test ad. A well written test ad should have your keywords in the title, description, and URL. When you place your keywords in these places, you’re ad is going to stand out because all of your keywords will be highlighted.

So now how do you get to Pay Per Click Perfection?

Monitor your results - You will need to pay close attention to what’s working and what isn’t. If your click through rate isn’t up to par or your conversion rate is low, you can make the necessary adjustments because of your constant monitoring.

Analysis your results - What is your return on investment (ROI) based upon how much you’re spending for the top position of the search results in Google? Are there any more cost effective ways for you to optimize? Are you paying too much for a 1% Click-Through-Rate (CTR)?

Perfect your results - After your monitoring and analysis are complete, try tweaking your ads to increase your return on what you’re spending on ads.

When you have all of this information available, it’s really beneficial to create different variations of your ad to test. The key aspect is to make your changes very small. So let’s say that you create 3 test ad campaigns with very small variations. There’s obviously going to be 1 out of the 3 that converts the best. So you can discard the 2 weak performers and keep your golden egg.

You can achieve Pay Per Click Perfection when you continually test. Create ultra-targeted keyword lists and construct customized ads for each one to get cheaper cost per clicks. The end result will be highly relevant, top page positions. Perfection is within your grasp.

Don Downes is an industry leading internet marketer and President and CEO of Downes Marketing Group. His mission is to develop leaders into full time home business entrepreneurs. You can learn more information at Don’s Wealthy Marketer website.

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Is it possible to be truly optimized? Is optimized a state or a process?

I checked my 14-year-old Webster’s Dictionary. The definition for “optimize” said: “to make the most of; develop or realize to the utmost extent; obtain the most efficient or optimum use of.” My pre-search engine optimization resource didn’t give a definition for the noun “optimization.”

So, I looked it up on an online dictionary, which defines “optimization” as “the fact of optimizing; making the best of anything” and “the condition of being optimized.”

Hmmm. That definition seems to imply both a process and a state.

Search Engine Optimization - The Process

In the world of search engine optimization, the definition has certainly changed over the last 10 years. In the early days of search engine optimization, earning a prized first-page position on Google or Yahoo was as easy as adding some mega tags and page titles, wiping your hands and walking away.

No more. Search engine optimization has become a game of cat-and-mouse, and it seems that the 800 lb. mouse does most of the winning.

Web site owners who want to earn and keep a top position on the major search engines now must buy into the realization that search engine optimization is a process, not a state. There really is not a point at which one could say their site is “search engine optimized.” Yes, the site might be performing today on the search engines, but give it six months or a year and you’ll likely be tweaking the site, looking for links or doing more research to find out why your site’s rankings have dropped.

For their part, the search engines maintain that their efforts to upset the proverbial SEO apple cart is to prevent manipulation of their rankings and provide the most qualified results. Maybe it’s working, maybe it’s not.

As they say: “It is, what it is.”

Why Search Engine Optimization is so Important

So, why would anyone bother? Well, like it or not, the Internet and search engines have become the most popular research tool for people looking for products, services, … heck anything. Most companies understand the importance and value of having a web site, being able to disseminate huge amounts of material without incurring printing and postage costs, getting their information in front of prospects whose names they don’t yet know, informing potential customers in far-flung areas.

But, the only way of “making the most of” (see definition above) that web site is to make sure that it’s in the best possible position to be viewed by search engine visitors. Which means it needs to be optimized.

Marketing research firm MarketingSherpa conducted a study of 2,000 marketers whose sites had been optimized. They found that companies that had used an in-house search engine optimization person saw traffic to their sites increase an average of 73%.

Companies that outsourced SEO saw an average increase in traffic of 110%!

For companies investing in the effort to do it right, search engine optimization clearly works.

How Search Engine Optimization Helps Search Engines

At the same time, when done properly, search engine optimization works well for search engines. I can’t tell you the number of web sites we’ve reviewed for prospective clients that were poorly organized and failed to tell a cohesive story about what they do. If human eyes can’t make heads or tails of a site, you can be sure that a search engine robot won’t be able to either.

Optimization is the process of making sure that a web site does a very good job of explaining exactly what a company does. At its best, search engine optimization will inform not only the search engine looking to categorize and rank the site, it also will help the user who has benefited from the company’s effort to clearly convey the essence of its products and services.

Back to the Beginning - State or Process

When we talk to clients and prospects, we do reference optimization as a state, as in: “Your site has been optimized.” From a practical standpoint, it’s easier than saying “Your site is optimized, for now.” Since no one but the engineers at Google and Yahoo know when the next big algorithm change will be out nor whether it will negate any of the work one has done to a site, why be the pessimist?

We’ve done optimization work on sites that has kept those sites in the forefront of search engine results for several years at a time, and we don’t use techniques that are verboten.

But, realistically, we treat optimization as a process. We monitor our clients’ progress and continue to work on their sites, knowing that the work we do not only will benefit their ability to be viewed on a search engine, but also will be considered fresh, useful content for the site visitor. And so should you.

Angela Charles is president of Pilot Fish an Akron, Ohio web design and search engine optimization firm that specializes in business-to-business web sites.

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The most important online marketing strategies that can help you be successful with optimising your business on the web include building a plan, blogging, an email list, press releases, and much more. Be sure to have these items on your checklist and you will have an excellent and productive website for your business.

• The first and most important strategy for optimizing your search engine for your website is to create a plan for your site and your business. You should determine all of the most important things. What are your goals for accomplishments with your site and who is your audience going to be? That is, what types of people do you believe will be interested in your products and what people do you believe you need to target that will continue to come back for more. You need to make a decision how you are going to make your website better than others, how it will stand out from the rest and grab the attention. All of these answers to these questions should be the base of your web plan to optimising your website and they should be at the top of your checklist.
• The next thing that you need to do for optimisation of your website is to create a marketing plan that will work and get the word out about your business and your site. This includes writing press releases and getting them out to every contact that you have in the media. You should also post the press releases online to every place that will allow you to. In addition to writing press releases for your website, you should write extensive articles about your website, your company, your products, and more. These articles should contain important keywords that will take people back to your site. You should also include your website and company information in all of the articles including contact information if people have questions.
• Creating a blog should also be on your checklist for total optimisation. This is the one way you can have the keywords that you need for your site to be pulled up in search engines and remain at the top. You should start relevant conversations, add posts, and useful data to your blog and keep people coming back for more. If you are talking about a subject that is important to people they will discuss issues with you, in return, adding more keywords to your site. You should also get on other blogs across the Internet and talk about your website and your products in other blogs. This is good advertising for you also.
• You should build a mailing list for optimising your site. This can be done by determining who your audience is. Your email list may be created over time as people enter in their information and if they request to be on the list. It is important to respond to requests through email and to let the people that do come back know that you care about them as a customer. The best thing about email is that it is free and extremely helpful for your business.
• Another way you can optimise your site is by offering incentives to people who visit your site. You can offer free stuff, discounts, and more. People often search the web just for free items and by doing this you are generating more traffic to your website.

There are many points you should add to your checklist when you are concerned about optimising your website on the Internet for your business.

Derek Rogers is a freelance writer who represents many UK businesses. For Reports, he recommends Impact Media Ltd, one of the UK’s leading specialists of Search Engine Optimisation Reports.

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