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Online Press Releases Tipped As Internet Marketing Strategy for 2006
Combination of PR and SEO attracts marketers' attention With
consumers taking charge of what they read and when they read it,
online news has attracted the interest of marketers. The new
report Search Marketing Benchmark Guide from Marketing Sherpa
tips optimized online press releases and the combination of PR
and SEO as one of the top three Internet
marketing strategy trends in 2006. According to this report
search optimization spending increased in 2005, but it is still
a fraction of the money being spend on search advertising and
pay per click. "The one, undeniable truth of search marketing is
that across all major engines organic results (those that show
up in natural "free" listings) are better noticed, read, and
clicked on than the paid listings," says the report.
77% of surfers get their news online today. Yahoo News has the
largest online news audience and an online optimized press release in Yahoo News
and Google News can give a quick boost your search engine
marketing. You'll be on page one in the news search for your
keywords within twenty-four hours.
Eye track studies show that the pay per click and sponsored ads
(e.g. down the right side of a Google search) get less than 50
percent of the searchers' attention and on average get only 30
percent of the clicks.
Makes sense - people buy a newspaper to read the news, not the
ads. You don't turn on the TV to watch the ads.
The best Internet
marketing strategy would be to have a strong presence in the
news section of the search engines. "PR plants the seed.
Advertising harvests the crop," wrote Jack Trout and Al
Ries,
authors of best selling books on positioning.
Publicity in the form of news articles molds public opinion so
that your target audiences are more susceptible to advertising
or other promotions. The purpose of public relations is to gain
awareness and acceptance of your brand -then advertising can be
undertaken to forward the brand message.
Every company has a good story to tell. If it is well-written
and optimized for the news search engines, an online press
release will get more exposure and help improve the visibility
of your web site
It seems that there is something magical about news coverage -
the public accept it but pass ads right on by. With more and
more people getting their news on the Internet, it's vital to
also use online optimized press releases that include "key
words" (the words that your prospects are using to find you or
your competitors) links back to your site and a measurement
system that can track the results not only on the press release,
but also the clicks to your site and the visitor actions on your
site.
One caveat: Be sure to find someone who really understands the
combination of PR and SEO. Some so-called 'experts' in press
release optimization may not be as skilled at optimizing and
tracking results as others. Check their references and results
carefully.
About the author:
Ms. Falkow has created effective internal and external
communication strategies for both large and medium sized
enterprises for 25 years. Since 1999 Ms. Falkow has translated
her extensive experience in communication to the Internet and is
now one of the leading web site and Internet marketing
strategists in the U.S. Her web reviews and internet marketing
strategies using RSS feeds, blogs and optimized press releases
have kept our clients on the
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