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Main Guide To Press Release Optimization

This direction report gives you how and why your public statement ought to connect with, illuminate and share data of significance to your image and your crowd. On the off chance that you compose for human utilization, web crawlers will perceive and remunerate your substance. Here are ten hints to assist you with streamlining your future public statements


SEO Tip 1: Research and Learn “Real-Time” User Behavior


 How People Search

Wouldn’t it be great to know what your target audiences found interesting about your news before writing a press release? Imagine how useful that information Press Release Submission Sites would be in writing compelling copy, driving social shares and gaining influential coverage. Let’s look at some free online resources that provide you with this valuable insight.

Autocomplete 

In August 2009, Google launched the Google News Autocomplete feature. Autocomplete suggests the most popular search phrases related to the words you type into the search field. The feature proved to be so useful and popular to search users, it is now used on most websites and platforms. That means you can use autocomplete on a search engine for broader audience insight (on Google, for example) or on a specific site to gain targeted search behavior from that platform’s audience queries. Reviewing autocomplete suggestions are a powerful Free Press Release Sites way to quickly survey what is of interest at the moment to the millions of users on that search engine or website, helping you write a press release that cuts through the clutter by addressing timely topics of importance to your intended audiences.

Here is an example of how to autocomplete works: if you are writing a press release for an oil company that uses fracking as a way to extract petroleum from the ground, it may be helpful to see how people are searching beyond just the word “fracking.” In the query (see picture), the top result shows that the majority of people searched for “fracking is good.” This does not necessarily mean that the majority of people searching on Google believe that fracking is good, but it does mean that more people are searching this on Google. Best Press Release Distribution Service That may inspire you to write a press release titled “Is fracking good for the community?” knowing that this is a popular search and therefore of potential interest to your audience. When using Google’s autocomplete, we recommend that you not sign in to any Google services like Gmail, YouTube, Adwords, etc., as this will bias results based on your location and prior personal search history. For the best results, use a browser that you do not use on a regular basis—for example, if you are a daily Chrome user, use Firefox for your Autocomplete suggestions.



Using Google Trends 

Another best practice is to identify the trends most popular at the time you craft your press release. The Google Trends tool lets you gauge the interest of your press release topic. The search results are a strong measure of topic popularity, providing you an opportunity to tie your press release to a relevant popular trend.

SEO Tip 2: Make Friends with the Algorithms 


The Evolution of Algorithms

Search engine algorithms are very important to a successful digital press release strategy. Algorithms utilize mathematical equations to determine how relevant your story is to a given search, with the goal of matching the right content with the specific needs of the person doing the search. Over time, the factors used in search algorithms have changed dramatically, impacting content creation and linking strategy intended to improve SEO. In an effort to improve the relevance of search results, Google introduced PageRank, its first algorithm, in 1998.

Named after Google founder Larry Page, PageRank counted the number of links to a web page or content to help determine the importance of that page or content. Press Release Writing Service With this search ranking criterion as a guide, keyword stuffing became commonplace. This now-discredited practice, focused on inserting keywords and links throughout copy, often with little or no relevance, with the goal of manipulating search results. PageRank is regularly refined and now uses more than 200 indicators in its criteria, including social media interactions and quality of content to provide more relevant search results.

The Google Zoo

Beginning in 2011, in its ongoing effort to improve the user experience and reduce the influence of SEOmanipulative content, Google introduced three new algorithms: Penguin, Panda and Hummingbird.

The Panda algorithm, introduced in February 2011, focuses on content quality. It lowers PageRank for bad practices like duplicate pages, content farms, irrelevant material, and an overall poor user experience. This update primarily went after websites that copied content from other sites without adding value to the content. The Panda algorithm marked a clear change in the way Google ranks content by promoting it based on relevancy and not the number of times it appears or is linked to from sites. With this update, Business Wire added canonical tags to all press releases distributed via its network. Since Business Wire posts press releases to thousands of third-party news sites, the canonical tags continue to tell Google and other search engines to ignore the added postings, avoiding a duplicate content penalty.

The Penguin algorithm, introduced in April 2012, focuses on Black Hat SEO practices. Black Hat, a term borrowed from the bad guys in Western movies, focuses on manipulating search algorithms with tactics like unnatural links, keyword stuffing, link schemes and cloaking, where the page content is different than what is displayed in browser results. Penguin goes deep into internal pages on a website and looks for comment spam, spam directories, blogroll links and link networks, penalizing these spam sites. This change drastically improved the search experience.

The Hummingbird algorithm, introduced in September 2013, moves closer than ever to understanding search concepts and meaning when processing a search term. A major change for Google and content distributors alike, Hummingbird tackles the challenge of understanding more frequently used longer search terms. Amit Singhal, Google’s senior vice president of search, described Hummingbird as “trying to keep pace with the evolution of Internet usage. As search queries get more complicated, traditional ‘Boolean’ or keyword-based systems begin deteriorating because of the need to match concepts and meanings in addition to words.” Press Release Sites Here is an example of how Hummingbird works. If you enter the search “How far is it from here to New York?” Google now recognizes the meaning of the keyword “here” in context as a location request and displays a map showing the distance of your current location to New York. With this update, Google acknowledged that users were searching with more conversational terms and phrases. Google’s goal with Hummingbird is to provide more highly targeted results based on the meaning of the entire search phrase, not each individual keyword.



Good Writing is Rewarded 

The good news for public relations professionals is that Hummingbird rewards good writing. The algorithm is not looking for individual keywords placed in copy, but more broadly at your content in context with other content you produce and that your audiences use and share. Focus on writing for humans and creating a good user experience, and Google Hummingbird will take note. Including relevant terms continues to be important, but they need to be in context with your story. With each search query, Google’s algorithms now use hundreds of indicators to serve up the most relevant search results. Think of your press release as a term paper being evaluated by Google and other search engines—the more indicators you address correctly, the better your search ranking. According to SEO specialist Bruce Clay, “The goal is to be least imperfect.” Your press release is competing with content from blogs, reporters and competitors, among others, so identify how you expect your audiences to search. Use the tools previously cited, such as Autocomplete, to help guide your writing and content creation. The more optimization indicators you successfully incorporate, the better your press release and other content will perform in searches against competing content addressing the same subject

SEO Tip 3: Make Format Improvements 


Headlines and Sub-Headlines 

Headlines should be clear, concise and about 70 characters long. Remember to write your press release headline for a human, not a search engine. The initial key performance indicator of a press release is to encourage your reader to click through the headline, read, engage and share your content. While the content of your headline is only one of many factors determining your release’s visibility within search results, it is often the deciding factor in whether readers click through to your story. While your headline must be compelling, do not hyper-focus on headline keywords to enhance SEO; instead use your headline and sub-headline to reinforce the theme and relevance to your story, thus improving viewer interest and open rates. Google favors quality content with a concise headline that gives the user a better experience and reduces content ambiguity. Your sub-headline can be longer and may contain relevant keywords, but must stay true to the theme and story.

SEO Tip 4: Use Natural Links

Using Natural Links in Press Releases Natural links are links from other sites to your content that have not been solicited but rather earned. The links are considered natural as the third-party sites are linking to your press release or other content because they find it useful and interesting. Natural anchor text links are hyperlinks added to a word or phrase in your press release. Natural anchor text links should benefit the user by being relevant and useful in your copy.

Google best practices encourage natural anchor text links within a press release as long as they enhance your story by directing users to additional relevant content. Here’s an example of the proper use of natural anchor text links in a press release about a bicycle company selling to children interested in motocross. Adding a hyperlink to the phrase “Kids have embraced BMX bicycle racing since the 1970s” leads the user to relevant information on your company site about “bike racing” and enhances the reader experience with your press release and brand. Press Release Writing Services The more relevant the content, the greater chance readers will share it, providing you with earned endorsements and increased inbound traffic

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