The success of your online press release distribution relies heavily on the keywords that you are choosing to target in your release. And yet, many people are still a little uncomfortable choosing keywords for themselves! If your business has an online presence (which I assume it does because you are reading this) then you owe it to yourself to learn the basics of keyword research! Here are a few starting points:
What Are Keywords Anyway?
To an online business, keywords are the words or phrases that your customers are typing into search engines when looking for a service or product like yours. Essentially, these are the words or phrases that you want YOUR website to be ranking highly for in the search results.
There are very general keywords like “health” or “fitness” – these are more like “categories” — and people don’t search for categories online when they’re searching for specific information! Not only that, but these general category words have steep competition — and that means getting visibility comes at a steep cost in either time or money. “Traffic” costs money if it’s not targeted. Highly targeted traffic makes money.
Great keywords are more keyword phrases like “Miami fitness club” or “5 minute home workouts” — these are the types of terms that will bring you a more targeted audience. If you can position yourself in front of 100 people who specifically want what you have, that’s usually more lucrative than being in front of 3000 people who may actually be looking for something completely different. That’s why it’s best to try to be as specific as possible when choosing your keywords.
Once you’ve identified 5-10 ideal keyword phrases, you can then tailor your online marketing to target those phrases and begin increasing your visibility when it comes to them.
How To Choose Keywords That Work
One of the easiest ways to fine-tune your keyword research is to use tools such as Google Keyword Tool to search for words or phrases within your industry. Just type in some general phrases (or use ones that you discovered with your website analytics) and the tool will generate suggested phrases with stats that match your needs. We recommend looking for words or phrases that have a high search volume with a relatively low competition.
There is obviously much, much more detail that can go into choosing the proper keywords for your online marketing. If you are interested in having detailed keyword research done for your company, send us a note and we’ll give you more info! For basic marketing — and to ensure that your published press release ranks well for industry-related terms — these two steps will at least get you going in the right direction!
Here are some useful informational resources about finding great keywords:
Putting Your Keywords to Use
Now that you have a few keyword phrases that you want to use in your online marketing, where should you put them? Well, when your publishing a press release, there are a few place that will really benefit from having a keyword:
Title — Placing a keyword phrase in your title will help your press release rank in the search engines for that phrase. This is important because journalists, bloggers and consumers use search engines to find sources. If you are a Miami fitness expert and you have that phrase in the title of your PR, chances are anybody searching for that phrase will find your news announcement (and your business!)
Summary — On Online PR Media, the summary of your press release becomes the meta description for the published page. This is the short description that shows up on the search results page when you do a Google search. Again, having a keyword in here will help your PR rank well for that phrase.
Anchor Text Links — These are links that you embed in the body of your press release. They typically link back to your website or to other pages that are important to your business (like published articles, videos, landing pages, etc…) By using keywords as your links, you are showing the search engines that your website (or content) is an important resource for readers searching for that term.
For example, if our Miami fitness expert links to her website using the phrase “Miami Zumba” in her press release and other online marketing endeavors, over time, Google algorithms will “see” that her website is a good resource for Miami Zumba information and rank it higher in the search results.
Have you published a press release that ranked well for your keyword terms? We’d love to hear about it! Do you have any questions about choosing keywords for your business? Feel free to leave them in our comments section and we’ll help you out! We want your press releases to be seen by as many influential people in your industry as possible!
Amazing photo of magnetic poetry courtesy of MinimalistPhotography101 via Flickr.