Press release and SEO have become an extra contentious topic in the last few years. In 2018, how does PR distribution boost the search engine optimization?
Since Google changed its algorithm, releases were deemed to be useless for SEO. But, is it really how it should be viewed?
A number of companies commit the common mistake of optimizing their site only for a short time. Although they believe that improving their organic visibility is a top priority, they lack the initiative to do it for the long-term.
The challenge now is that because Google changes its algorithm often, the keyword term or phrase that ranks on top of the search engine result pages (SERPs) may not be the same key phrase that people use to find you. Due to this mistake, it results to lesser clicks, leads, page views, sales and conversions.
If you are distributing releases, how do you improve your organic search ranking? Make sure that you make some SEO updates including:
Find the most relevant keywords based on data.
You can use any keywords that you may think, but it doesn’t give you an assurance that it would rank on the search engines. It may be highly competitive or no one is searching for that word. As a result, it provides no SEO value at all.
There are many SEO tools that you can use like SEMrush. It should suggest you keywords that are most important to use.
You may also want to look at how these search terms rank for the search engines results. Check out the trends. Does your search term usually rank on the top five positions for an average of 1,000 times in a month?
Be realistic in choosing a keyword. Pick the one that has high search volume and low competition. It’s not always good to choose keywords that are popular because there is high competition.
Some marketers set aside keywords because they believe that the content matters more. However, don’t forget that keywords are as important as the content.
Vary your SEO page titles.
Are you including your brand name in the SEO page title? Although it is a good way to promote your brand, this isn’t going to help your SEO.
Including brand names for SEO may hinder you from getting on top of the ranks. First, using your company name to rank isn’t going to be good. Not so many people know or recognize your brand, unless you are a popular brand. In this regard, they aren’t going to use your brand name to search for your content.
Instead, use relevant keywords. Place it in the first to three words of the headline. Make sure that you have chosen the relevant search terms and phrases that rank on the search engine result pages (SERPs).
Combat Ad Block for SEO.
In 2018, user’s data are tracked on almost all sites they visit. Studies have shown that 30 percent of users will eventually block the Ads. Users can block the tracking features called cookies by downloading an anti-spam software, customizing social feeds and skipping advertisements.
These days, ad blocking has become a major threat for businesses, especially to those companies that depend on paid advertising to increase their site visitors. The best solution to combat ad blocking is to improve their organic ranking in the search results.
Here is where SEO comes in and helps fight against ad blockers. Businesses should learn to focus on gaining more organic traffic and paid less attention to paid ads.
Online SEO is designed to enhance a site’s visibility on different search engines like Google and drive people to visit their site. To improve your SEO, you need to focus on producing high quality content, optimizing title tags and meta descriptions.
When you have a well written content, you attract more audiences and gain organic backlinks. On the other hand, optimized title tags and meta descriptions can boost your place on the search results, which helps you attract more visitors to your site.
Offline SEO works mainly on backlinks. When you write good releases, you get backlinks from reputable sites in your niche. As a result, you get better rankings and attract more site visitors.
One way to do this is through guest posting. When you write quality articles to their sites, you earn backlinks and widen your reach at the same time.
Boost social sharing:
Google gives importance to how your content is shared on the social media. Make your release as easy as possible for your audience to share it. Wherever you publish, ensure sharing buttons in order for them to share, tweet or pin it at once.
No to Black hat.
Never practice tricking the search engines to gain rankings on the search results. Buying links is a Black Hat SEO tactic that can out you at great risk.
In case you played the game with search engines, your ranking can only last for a short time. Search engines, especially Google is developing smarter algorithms that can track these practices. Don’t get caught up if you don’t want to be banned from the SERPs.
Monitor your leads and visitors.
Track your site traffic and leads/ sales generation in order to optimize your SEO. There are Google analytics that provide insights and pinpoint mistakes in your strategies.
Google Analytics tracks visitor’s interactions with your site, and measures the differences in search traffic. You can also use call tracking and marketing automation tools.
Search engines and social media channels are going to continue introducing new rules in order to limit fake content, offer relevant information and secure data. A reputable brand will follow rules and SEO trends in order to provide quality content and maintain the trust of customers, media and influencers.
In order to regulate content, Twitter implemented a new anti-spam policy to prohibit duplicate content. It pertains to duplicate tweets that brands post using various twitter handles. Violating the policy can result in shutting down one of multiple accounts of the user.
In 2011, Google launched the Google Panda that regulates duplicate content like “content farms.” It is done by Google in order to offer users highly relevant, valuable and quality content.
Follow these best practices to boost trust:
Provide quality, authoritative content.
Provide benefits to the audience.
Offer your authentic story to build awareness.
Meet the development of the search engines.
Search engines including Google prefer high quality content over quantity. When distributing content, it should be optimized for the different users and platforms. Your content should now be ready for voice assistant search.
The following tactics help cater to the development of the search engines:
Mind the format.
Use Google Analytics.
Write quality content that use simple language.
Encrypt your site with HTTPS. Your site should not be labeled as “not secure.”
Create authoritative URLs with keywords.
Include a call-to-action on web pages.
Take advantage of Mobile, AI and IoT
Your content should be optimized for modern technology like mobile. Eventually, Google claimed that its algorithms are going to use the mobile version of a content to rank, show snippets from the pages and understand data.
AI technology streamlines content planning, writing and distribution including content scheduling that would boost productivity and improves results. It is also seen as an effective method to improve customization due to its ability to monitor and analyze data.
IoT technology calls for making your content optimized on different devices. Study how you can optimize content on different devices, such as laptops, smartphones, watches and tablets.
To boost organic reach on these technology, ensure to:
Pay attention on building links.
Share the most significant information.
Craft shareable and conversational content that is optimized for different devices.
Integrate multimedia assets, including photo, video or audio to increase engagement.
Include strong keywords in metadata descriptions.
Create new content.
Writing new content provides a number of SEO benefits. A new page may better rank on the search results. Include the keyword phrase in the content header, SEO page title, image alt text, image and more. You can also use reverseimagesearch.com
Whenever you create content be ready to give it a twist. For instance, you may use a keyword A in the beginning of your campaign. However, you may find that keyword B works better after some time.
If you find that a new keyword ranks better, make some adjustments. If you are going to create a new content, make sure to avoid keyword stuffing. It can hurt the ranking of your page, and even your reputation online.
SEO and content marketing is interrelated. SEO is an effective marketing tool that can affect consumer purchase decisions through awareness. If you are concerned about SEO, you should be patient enough because the results take time.
No matter what size of business you have, working and following the best SEO practices is always the best. Be aware of Google algorithm changes. Make sure that you are updated every time to avoid getting caught in between.