Harry Brooks of Search First Internet Marketing moderated the PR Web webinar this morning with Kye Strance of Vocus. It was an educational overview of beginning the keyword process for PR campaign. These tactics can also be the starting point of your SEO or PPC campaign.
A Keyword Advertising Outline
There are three crucial steps that anyone should start with when organizing a keyword advertising plan for a press release.
- What is your goal – PR relation purposes or search engine optimization? You can easily have a mix of both by optimizing your content.
- Keyword or key phrase research. There are many free and paid programs but Kye gave these 3 examples. Google’s Keyword Tool, Google’s Wonder Wheel and Marketing Samurai. (Maybe it’s just me but I’m a little wary of downloading free SEO software).
- Publicize topic. What message do you want to send? Make sure that the content you release matches with your goal(s).
Organic Optimization for Relevant Key Phrases
Organic optimization is a great way to build a relationship with the key phrases that you want. But where do you begin? Whether you offer a product or service, there are hundreds of words (synonyms and misspellings) that can describe your business. As most keyword experts will stress, you want to hit the words that bring you: high traffic with low competition. This is of course subjective for your industry so don’t be afraid to do some snooping research on your competitors. Keyword research is more than just a technique as it becomes an ~*art*~ form when you add your own special touch.