How to use Social Media tools to complete best-practice SEO on a Press Release in 2012.

2. Why “SEO” Your Press Release?
 Search benefits through link building
 Automatic-delivery to Yahoo and Google Finance
 High-quality content is often re-published
 So it’s picked up by Google News
 Feed your Social Media profiles
 It’s a “White Hat” marketing strategy

3. What Mashable Says…
 Don’t use jargon!
 Use researched keywords
 Hotlink and bold critical words and phrases
 Employ free SEO (Google) tools
 Engage stakeholders, journalists and bloggers
 Use anchor links to internal website pages
 Optimize the first 250 words

4. What PR Newswire Says…
 Have a specific audience in mind
 Use the language of your audience
 Use – but don’t overuse – anchor text links
 Always, always add a photo
 Include your key phrase in the caption
 Share the content socially
 Be interesting and useful

5. Our Top 6 SEO Strategies for 2012
 Embed from a Social Media site
 Deep link to pages within your Company website
 Combine images and image galleries
 Create a slideshow of the Press Release
 Add an Audio or Podcast link
 Provide media packages for Bloggers

6. #1 – Embed Multimedia Content
 Social Networks and Social Media sites
are (very) slightly different
 Vimeo, YouTube and Slideshare are true
“Social Media” sites
 Embedding reduces page-load times
and improves performance
 Stack keywords into your embeds
 Create inbound links to the Press Release

7. How to Embed Multimedia
 Upload your content (Video, Powerpoint
etc) to the Social Media site
 Make sure you DON'T publish it…yet…
 Grab the embed code
 Paste it into the html of your web page
and publish the page
 NOW you can publish the page with your
Social Media content

8. E.g. Embedding Multimedia

9. #2 – Deeplinking to your company website
 Create more targeted, page-specific links
for Google to crawl
 Link anchor-text to specific page content
 Use the signature by linking to
company, director and contact
information
 If your Press Release is re-published these
links will be multiplied

10. How to deep-link to your site
 Focus on company and project pages
 Use anchor text focused on each
project page’s content
 Remove irrelevant site-links from Google
Webmaster Tools
 Link from images in your Press Release
 Link to images on your Website

11. E.g. The Result of Deeplinking
 Natural search results will start to show sitelinks

12. #3 – Use Images AND Image Galleries
 Images let your stuff 3-4 keywords
repetitions into a web page without the
visitor ever seeing them
 Almost all newswire services allow you to
upload at least one image
 Be sure to add a
Title, Description, Caption and Alt Text on
every image that you insert in a Press
Release

13. E.g. Image Galleries

14. #4 – Create a Slideshow of your PR
 Most PR is dry and difficult for stakeholders to
digest quickly
 Slideshows strip out the most relevant facts
 You don’t need more than 20 slides
 Publishing your slideshow will enhance your
SEO and Social Media profiles

15. E.g. Creating a Slideshow from your PR

16. #5 – Audio Links and Podcasts
 iTunes has more paid subscribers than
any other Social Network. Yes, really!
 iTunes picks up Audio files in Press
Releases automatically when browsing
 Podcasts are easier to digest than written
Press Releases
 If on-the-go people are your target
audience, podcasts are gold!

17. E.g. Creating a Podcast
 The same process as recording a CEO interview
 You can use your iPhone or Android
 Record and save the session as an MP4 file
 Upload the MP4 to iTunes and Vimeo
 Embed the file into your Press Release
 Track media file downloads

18. #6 – Media Packages for Bloggers
 Press Releases are regularly re-published
 To add value to their readers, bloggers
provide color through multimedia
 Very, VERY few companies actively
promote the re-publishing of their
content
 Embedding offers an excellent
opportunity as you don’t need to send
files to bloggers

19. E.g. Media Packages for Bloggers
Image Galleries
Videos
Slideshows
Podcasts

20. Conclusion
 Optimizing a Press Release effectively
in 2012 means a lot more than just
having the right keyword strategy
 Multimedia can more-than help you!
 Anything based in Social Media will
support your SEO Strategy
 Follow IR Smartt on Twitter for more
SEO strategies for Public Companies

21. More Info?
 To read the full blog visit: irsmartt.com/2012-Best-Practice
 Or for more information about IR Smartt and our Social
Media strategies for the Investor Relations industry, please
contact us on:
 Website: irsmartt.com/contact
 Email: get@irsmartt.com