Consumers and reporters often turn first to search engines like Google for their news. When they look for information that is relevant to your products and services, how likely are they to find your Web site and your press releases? Think of your own behavior as a consumer. It’s rare for someone to look further than the first page of search results.
“Keywords” are the terms customers use when searching for information with a site like Google. Many companies make the mistake of focusing solely on getting their company and product name onto search engine results and forget that prospects may not yet know the name of their company or product. These valuable prospects are going to search on more generic descriptors, “used car” instead of “Ford”, “plumbing services” instead of the name of a company, or “color printers” rather than a brand name product.
Choose the keywords carefully for your online content to make it easy to search. Your content will work harder for you when search engines serve it up in the first page because you’re using strong, popular and relevant keywords.
(Excerpted from the brand new book 30 Days to Online PR and Marketing Success: The 30 Day Results Guide to Making the Most of Twitter, Facebook, Linked In and Blogging to Grab Headlines and Get Clients by Gail Z. Martin)
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