~~~Writing for the Search Engines~~~
From: The mystery Rank Write reader
(Heather's quick note - my apologies for not including the poster's
name and email address. In a fit of organization, I filed the
post...and promptly lost it. That's what I get for clearing my desk!)
The question: Can press releases be written with keyphrases in mind
and optimized? If so, will it do any good with the search engines?
The answer: A resounding "yes" on both counts. If you have to write
'em anyway, why not use them to benefit your SEO campaign?
Press releases are great search engine fodder in two important ways:
1. Your prime keyphrases will naturally fit into your press release.
After all, the keyphrase name of the game is choosing terms that
relate to your product or service (and that people use in their
searches). For example, if the release is touting your latest email
filtering software and your main keyphrase is "email filtering
software," inserting your keyphrase three to five times is almost a
no-brainer.
2. Search engine optimization writing benefits from a simple layout,
strong text and a 200- to 250-word count. What a surprise - press
releases have the same preferred word count PLUS they utilize a
specific, simple layout (and none of that Flash business!). Is
this an eerie coincidence or a brilliant SEO marketing trick? You be
the judge.
Now, if your site has an archive with 500 press releases, it doesn't
mean you need to tweak every release right now. You can always start
with your most recent release first and optimize other press releases
when you have time. One caveat: make sure you research your
keyphrases before you start tweaking. As we've discussed before, it
does no good to spend time optimizing your site for phrases that
aren't used in searches!
I can hear some marcomm (marketing communications) folks screaming, "I
can't ruin my press release with keyphrases!" My response to this is,
if keyphrases don't ruin a Web page, why would they ruin a press
release? The same rule of thumb that applies to writing
keyphrase-rich press releases applies to SEO writing. And that is -
if your copy sounds choppy, or it sounds like a laundry list of
keyphrases, it means you need to tweak your efforts. For more
information about writing for keyphrases, check out Rank Write 035.
Still sound scary? Remember, you can always tweak your press release
after it's hit the streets. Of course, that means twice as much work,
too. If you have the time (and you're really worried about flow),
change it. However, I see greater benefit if you just do it right the
first time.
Thanks, Mystery Poster, for your email! Keep those questions coming!
Heather
~~~Jill's unsolicited 2 cents~~~
It seems to me that adding keyphrases to a press release should
*almost* be no work at all. If there were a phrase that is important
to your product or service, wouldn't it be used within the words of
the press release anyway? I feel the same way about Web page copy.
Which is why it still never ceases to amaze me how many Web sites
aren't naturally utilizing their important keyphrases. It amazes me
even more when you have to fight with companies to get them to add
these phrases! I mean, how important can they be if you're not
willing to use them? Chew on THAT, marketing departments of the
world! - Jill
~~~Send Us Your Questions~~~
If you have questions about online copywriting or search engine optimization (or both!), just zip us an email to questions@rankwrite.com. We've had some folks ask if their question
was "too basic" to be printed - and you don't have to worry about
that! There are no "stupid" search engine optimization or copywriting
questions, so ask away!
