Knowhow: Just Say No | When Web 2.0 tricks just don't work
As each day goes by, social media and search engine optimization becomes a larger component of most business plans. With a focus on brand positioning and marketability, business executives are turning to social networking mainstays like Facebook and Twitter to take their businesses to the next level.
Even routine public relations tasks, like distributing press releases, are now being tailored to social media web sites. But in some cases, businesses might be well-served to just say no to the Web 2.0 craze.
Over-Optimization
Many companies now use optimized press releases or social media releases. A social media release is a press release written with Web 2.0 in mind, including links, logos, keywords, videos and photos. The goal of these new-age releases is to improve web site traffic. And it can work. Wire services distribute press releases to various online sites, ranging from Yahoo! Finance to Forbes.com. But while that increased visibility can be useful, those sites are also cluttered with press releases that few eyes ever see. Check a typical wire service report and it’s likely that only a handful of people have viewed your press release.
One danger of social media publicity is how the press release is written. For example, when popular keywords are used frequently in a press release the release becomes more searchable. But social media techniques can be a turnoff for reporters, editors and other readers. If all aspects of optimization are followed, the final release may be almost unreadable; individuals searching the right terms may find it, but it’s unlikely they will read it.
That said, if you are using social media techniques in your press releases, consider the following:
Linked key words. Tools such as Google Adwords exist for measuring the search popularity of certain terms. Using high-value keywords in press releases with links back to your web site can help build traffic, but keep in mind that it’s more important to attract quality visitors than it is to attract traffic.
Writing. How we write a press release helps determine where it will rank in a list of search results. The headline and first paragraph are especially important. However, news value is more important than searchability. If your release has no news value, it doesn’t matter how many people see it.
RSS feeds. An RSS feed encourages republication of news and lets search engines know there’s fresh content on your web site. An RSS feed can make the release more likely to be picked up by bloggers and others who get their information via RSS feeds.
Other techniques. Put the press release up on your web site before sending it out on the wire. That way, your web site will benefit from improved search results rather than some no-name press release hosting site. Using a statistic from a study in the lead paragraph can help make the release more search-friendly.
These techniques can be helpful, but the best way to obtain publicity about your company has not changed. Pitching valid news to the right reporters may be hard work, but it will always be more effective than writing a social media release, especially if there will be no one to read it.
David P. Kowal is president of Kowal Communications Inc. in Northborough. He can be reached at kowal@kowal.com.
WBJ Web Partners
Most Recent
Most Recent
0 Comments