Search Engine Marketing & Online PR
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"Online PR; what is it and why is it useful?"
Not only has the internet made life that much easier and incredibly convenient, it has also created wonderful opportunities, particularly in terms of business. It allows small companies as well as solo entrepreneurs to compete with large and established companies. There are more than one billion Internet users worldwide. And, as the public turns to the Internet for news and information, traditional media is steadily realising the value of internet based PR. Even TV network bosses acknowledge they are losing audiences to the Internet. As a matter of fact, marketing and PR people are looking for ways to reach this lucrative online audience. Consider the following reasons why you should invest in online marketing. It’s could give your business the much needed boost you’ve been dreaming of…
The differences between online PR and offline PR
Offline PR core objective correlates with Online PR, except Offline PR uses traditional mediums such as print, radio TV, conferences/events ect. The cost of traditional mediums is very high and the one cannot effectively track progress made over time. However, Offline PR involves dealing with the media, which cannot be done effectively without face-to-face interaction.
Online PR increases online visibility and drives visitors to a website. Moreover it increases brand awareness and can encourage interaction between with the company and the consumer. Mediums used include; search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Of course, brand reputation and management is imperative for online Public Relations.
Why is Online PR worth your while?
Online PR offers companies and their agencies a range of lucrative benefits and website promotion services. Online PR Content can be subjected to SEO methods. This means greater exposure and the ability to zone into the correct target market. Moreover, Online PR is cost effective and generates great results.
These are a few key benefits to keep in mind;
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Optimising PR content
When optimising PR content, you’re able to position keywords in crucial locations on your web page, such as your headline, subheads and meta-tags. Posting optomised PR content on your home page helps search engine spiders to find and index it. When posted the content will build reciprocal links and generate more traffic to your site, which means more exposure. Building reciprocal links helps to drive traffic to a site. More so, it determines how well your pages will do in link analysis algorithms, which are used by every major search engine.
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Conducting keyword research
Keyword Research is the building block for search engine optimisation. Search engines utilise keywords or key phrases to identify web pages which are relevant to these terms. Finding keywords / phrases which are relevant to your website and implementing them in your pages and links will help a search engine identify your webpage when a search is conducted for that particular keyword / phrase. Keywords help to generate more hits, bigger profits. It attracts the search engines that generate the most “referral” traffic. Keywords in your title text and anchor text can improve your search engine placement tremendously.
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Speaking to your target audience directly
One of the most significant steps for Search Engine Optimisation is identifying your target audience. This allows you to develop a segmentation strategy. One thing’s for sure, once you’ve established your keywords and optimised your PR content you’ll reach your desired market almost instantly. This is because those who are in search of what you’re offering, by typing in your researched keyword, will find your PR content which should satisfy their needs. And, wham! You’ve made a connection.
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Tracking results
The great thing about Online PR is that you can actually track your progress, which should stand you in good stead. As a matter of fact, online PR gives you the upper hand in terms of knowing exactly where you stand when it comes to how effective your PR efforts are. As a result, you are given great insight into what can be done to improve results and up your game constantly.
There are a few key factors to keep in mind.
The factors that should convince you that Online PR could give you the push you might need to gain greater publicity for your product or business. When companies have an internal public relations staff, they often only need consulting from an online PR specialist on best practices or with a particular situation.
How can you use the web to spread word about your news? The Use of Online PR Tools...
There are a number of online tools to choose from. Go ahead and use them to your advantage. For example, PRWeb has a range of fantastic tools that you can use for distributing press releases as well as hosting high resolution images, permanent redirects for URL’s and a podcast feature for certain levels of press releases. PRWeb includes a trackback URL on Press Releases so that blogs are encouraged to linked. In this way, it creates an automatic link back to the blog. PRWeb has been noted as the most feature rich for SEO.
Sending out press releases on your own steam can be a grueling task. Software tools can help make things easier. Why not try using tools such as blogpulse.com or Google Alerts for brand monitoring? There are other wire services available. This includes: PR Newswire, Business Wire and PR.com. Other PR Sites available are: micropersuasion.com, mediarelationsblog.com and thenewpr.com. Yet, the most valuable resource you can have is an online PR expert - A pro that can research story opportunities and persuasively pitch both online journalists and bloggers accordingly.
see http://www.prwebdirect.com/aboutsep.php
How effective are online PR tactics?
Merging online PR tactics and offline PR tactics can be very powerful. If there’s something interesting happening in your business, you should make it easy for the media to find out about it. The basic tools include press releases, wire services such as PR Newswire and PR Web, an online media kit, and optimsed blog and a good SEO effort. It’s a fact that whenever a company gets online media attention, they should be sure to use social bookmark services such as digg, furl.net and del.icio.us to archive them. It’s also a great idea to use a company blog to encourage coverage of company news. Of course, these methods and tools are adaptable to any sort of business or product.
What can online PR do for your brand image? Managing brand reputation...
Simply put, reputation management online refers to monitoring what the marketplace is saying about your brand. It also means that you are able to respond to situations before they run out of control. A simple way to manage your brands reputation is to allocate a proportion of resources to reputation management in relation to how important your brand is to your overall business. Of course, it is important to monitor how consumers talk about your brand because it can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged. A good start is to subscribe to RSS feeds of search results on your company mane from blog and news search engines set up by Google Alerts account, or use BlogPulse conversation tracker.
Online PR could be your answer to financial and networking bliss. It’s a matter of understanding the concept and how it can benefit you-then start making things happen. The rewards can be enormous. It would be to your detriment not to consider the web as an invaluable means to grow your business and make a substantial profit. As long as the web develops, it’ll pose a threat to tradition mediums. So, best you jump on the online bandwagon and share in the glory…
