Sunday, October 24, 2010

Press Releases, SEO and Keywords


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Internet press releases that use search engine optimization (SEO) and keywords hook target audiences and attract the attention of the search engines.
  
Sunny Nash Ezine Articles Expert
Sunny Nash
Ezine Articles Expert

Writers who have authored books are finding innovative methods that use keyword optimized headlines for online promotion; keywords and keyword phrases within press releases; and search engine optimization (SEO) techniques to promote themselves as authors, speakers, consultants, career coaches  and Internet experts.

SEO roles continue to expand into building professional credibility for authors and other professionals who know how to use the SEO to promote projects in their areas of expertise and interest. As SEO industries continue to gain momentum and attract increasing profits, the Internet will be used more frequently to establish name brands, professional brands and product brands. Not yet replacing conventional media like television, radio, cable, newspaper and magazines, the Internet is now a place to go for authors on a budget who wish to promote their books in Internet publications such as online newsletters, online press release wire services, blogs, websites and social media networks.
  • Name Brands
  • Professional Brands
  • Product Brands
The Internet is the new seductive advertisement medium that is becoming the most cost effective means around for creating buzz or a full-blown publicity machine through text and video streams. To succeed in today's competitive  Internet environment, the author must become educated in the growing field of online publishing and online promotion, which rely on strategically placed keywords in text and video titles and online press release headlines. And this education must include knowing the changes that occur from moment to moment.

Some of the moment-to-moment changes that are affecting marketing in general and especially marketing on the Internet are the increasing uses of social media networks like FaceBook, Twitter, LinkedIn, FriendFeed and others. These social media networks allow users to connect with those who already have an interest in their work and become potential customers and clients for their products and services. Social media marketing is still developing as an area to use for selling, so keep an eye on it and use it when you can do so without obnoxiously over-exposing yourself or appearing to be to commercial.

old stack of books
Real Books Will Be Around
Publicity for books, professional services and other projects, in which a writer may be engaged, are enhanced by the distribution of a series of press releases that targets Internet audiences that are already interested in the author's subject or audiences that an Internet press release headline may attract to the author's subject area.

The Internet can level the playing field between traditionally published authors with agents and publishers behind them, self-published writers who are on their own to promote their books and engagements, and writers whose work appears only in the virtual world. Although devices for downloading books are growing in popularity, there is still a market for a real books that can be signed by an author at an event.

If writers are willing to hire a press agent or to write news items about their own projects, they can apply search engine optimization (SEO) techniques within the Internet articles and press releases to obtain maximum exposure in the online marketplace, starting with keyword rich headlines.

Internet press releases are intended for the same purpose as other press releases—to announce news to  the traditional media to interest magazine and newspaper reporters in writing feature articles about authors and to attract search engines to Internet press releases posted on websites, blogs and social media networks. Remember, the online book promotion process and other free Internet book publicity campaigns begin with tightly constructed, well crafted keyword rich headlines.

The difference between an author’s online press releases and other press releases--both intended to create publicity--is the need for keywords in Internet press releases, which can be suggested by free or commercial Search Engine Optimization services. SEO services, whether free or commercial, suggest keywords and some will analyze a website's efficiency in driving traffic to the site. It is worth taking a look at SEO services to get keyword ideas for your press release headlines.

Headlines are the place to start. A tightly written press release headline should summarize the press release with a phrase rich in keywords that will attract the attention of search engines. Do some research to find out which keywords web browsers are looking for and readers are typing in to search for material. By constructing your headline from those keywords, you will improve your visibility among target audiences.

A good press release headline, designed for search engine optimization, should be clear and concise, short and to the point. Long, flowery headlines with extra words that serve no purpose should be eliminated. Headlines that contain unnecessary words can cloud the search engine's ability to find keywords and may bury the ranking of your article or press release. Another habit to avoid is being clever in the headline. The purpose of the headline is to introduce your press release  and to drive traffic to your destination and not to impress other writers. Above all, the headline must be true.
  • Keep Headlines Brief
  • Target Search Engines with Keywords
  • Find Your Audience with Your Headline
Search engine optimization experts agree that headlines should not exceed 65 characters and ideally should occupy no more than one line to be fully displayed on Google and the strongest keywords should be placed first in the headline. Also avoid special characters such as ® (registered trademark) and ™ (trademark) in headlines. They tend to confuse search engines and cause your press releases to be passed over, although search engine software is becoming more sophisticated about screening through special characters.



Sunny Nash is the author of Bigmama Didn’t Shop At Woolworth’s, former syndicated columnist for Knight-Ridder and Hearst newspapers; an internationally acclaimed photographer; and an award-winning producer. See a list of more Sunny Nash Blog Posts

Bigmama Didn’t Shop At Woolworth’s

Bigmama Didn’t Shop At Woolworth’s by Sunny Nash
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By all means, if you have written a book or you want to write a book, be sure to use the Internet press release or online article as part of your strategy for marketing your book and promoting yourself. The headline of your press releases could include the title of your book or your name if your title and name are not too long. You want to make it as easy as possible for people to find your information on Google. If the press release will allow you to show an image, use an image of your book cover or maybe a picture of you holding your book with the front cover clearly displayed. Be sure to include ordering data at the end of you press release. 

BuyBigmama Didn’t Shop At Woolworth’s by Sunny Nash

Sunny Nash
Sunny Nash
Chosen by the Association of American University Presses as one of its essential books for understanding race relations in the United States, Bigmama Didn't Shop At Woolworth's (Texas A&M University Press) by the award-winning author, Sunny Nash, is also listed in the Bibliographic Guide to Black Studies by the Schomburg Center in New York and recommended for Native American collections by the Miami-Dade Public Library System in Florida



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