Online public relations is the field where PR profession is different and demands learning some tricks of the trade to achieve the top search engine placement. Chances that potential visitors will select your site can be increased by optimizing website content such as press releases, marketing white papers and ezine newsletter content.
The following tips may help in getting more visitors to your site.
1. Identify your target audience.
Traditional public relations prove that it is very useful to reach members of the media (editors, journalists and producers). However, online PR specialists advise to focus on the 'public' directly. If an organisation provides some products or services and does not appear in search engines, web users may not even know about its existence.
The company's PR specialists have lots of press releases, articles or reviews that describe its product or service. The best way to use them is to define the audience which is the best suited to this content. This is the so-called 'segmentation strategy'. The smaller 'segment' includes the media, while the larger 'segment' - general web users.
Segmenting users into groups will help to attract those that are the most interested in the company's product or services.
2. Research your keywords.
In order to find the necessary information about the products or services people may use thousand of different keywords and key phrases. After the potential audience has been segmented some researches should be done in order to find out what keywords the company's competitors use. When you discover what keywords people use most, it is time to start describing the products or services (moving from general description on to two or three word phrases). Remember that 'the more general the terms are, the more competition there will be for them'. So, instead of 'Advertising' it would be better to use 'Advertising agencies of London'. More specific key phrases greatly increase your chances to drive quality traffic and create buzz about your services or products.
3. Optimize your web site for search engines.
The first thing that should be done here is making sure that the words people use to find your services or products are included in the main page and its content. These pages must be informative, useful and interesting. Keywords and key phrases must appear in important positions of the site. The 'Inverted Pyramid' principle of press releases is also relevant here: the most important information should be at the top.
4. Do promoting!
This is the easiest task to do. Give your articles, white paper and ezine to as many people as possible. Invite them to exchange links because every major search engine uses links as a part of its ranking algorithm.