When speaking to clients about Web content, I always try to make a distinction between what comes out of a company brochure and the content that appears on a company’s website. Very often the way that companies present information about themselves and their products in an offline context, is different to an online one. In most cases the target audience is already receptive, and have made a decision to listen to you, be it through a brochure, an advert, TV or through PR. This allows you to put as much spin and shine on the message as you want. Search Engines are different. They don’t understand spin, they work on keywords.
That is why an article, entitled PR & Search Marketing: 5 Steps to Get More Press Attention by Using No-Cost Search Optimization, in Marketing Sherpa caught my attention. It starts off with this:
"The PR person’s highest goal has always been to get a mention on the
cover, above the fold, of the Wall Street Journal. But the most
powerful place you can be on the planet is on the front page of any
search engine. That’s the new cover page."
The quote comes from an Internet Marketing and PR firm which believes that keywords should be at the heart of all PR campaigns. The article has some good tips for getting PR firms to use keywords at every level of their campaigns. Here’s an extract from Step 1 – Create a list of Keywords:
"A keyword can be a single word you’d like to be most
optimized for, or several words. It should be a term a potential
customer or member of the media would typically use when searching for
products or services like yours. So, it’s not your tagline (how
many people search for companies like General Electric using the term
"imagination at work"?) It’s also not a buzzword that no one outside of
your management team and maybe a few analysts use."
The article is FREE to download for around 10 days but will then be available for purchase (I think the cost is about $5).
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