Originally posted on Beyond PR:
Common press release SEO mistakes were the subject of my blog post yesterday, and in that post I paid a lot of attention to keywords (select search terms people use, not jargon) and linking (link from those carefully selected search terms, not throwaway words.) Today we’re going to go a little further into content optimization, into the essential connection between keywords, content, and your web site’s SEO objectives, with the goal of incorporating your organization’s SEO strategies into your content marketing and PR plans.
This discussion is not about optimizing a press release for the press release’s sake. Certainly, you can do that, and improve the visibility of a press release or other single piece of content. But search engine optimization is really about improving the rank of a company’s web site (or, more specifically, a specific page on that web site) for search terms the company has targeted. As developing content becomes more and more important to public relations, brand journalism and content marketing, we miss key opportunities to deliver real benefit in terms of search rank if we neglect to optimize the content we’re creating — and map it back via embedded links to relevant content on the web sites we’re promoting. The good news is that a program in which content like press releases, white papers, case studies, articles, blog posts etc. is duly optimized and linked will pay dividends for both the PR department and the web site team. As the company builds more authority for certain keywords, the visibility for discrete messages will improve.