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Eric Bobrow, Creator of the Internet Marketing for Architects Course

LESSON TRANSCRIPT

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INTERNET MARKETING FOR ARCHITECTS TRAINING COURSE 2014
LEVEL 1, PART D—Off-Site Optimization—Press Release Marketing

© Copyright 2014 by Eric Bobrow, all rights reserved
For more information about the Internet Marketing for Architects Course, visit: http://internetmarketingforarchitects.com

LEVEL 1 – PART D

So let’s look at press releases. Now this is the outline from last time. I’m going to follow it generally because this topic still is quite, well, the main subject matter hasn’t changed. There are some updates that I want to give you as part of this so I’ll be including those. But let’s talk about the overview of what it is. [0:07:34]

So a press release certainly is a classic way of sharing news about a firm or any organization or person. It’s a way of releasing that news out to journalists and other organizations. Online, the use of press releases has become quite popular as a way, not only to just spread the news, but also to get links and optimize a website. In other words, make a website be found more frequently by using the search engine optimization, or SEO, properties of press releases. So by distributing your news, whatever it is that you have to talk about, you’re definitely getting some links to your site. [0:08:22]

Now it used to be, a couple of years ago, that Google recognized these as wonderful links and so it was very, very quick to get results for search engine rankings. I think that they’ve become more discerning but still it’s my opinion that well-written press releases about real topics will give you a much better shot at ranking for your website. And I’ll show you some examples of what we’ve done and show you how the press releases are being very effective at helping firms bring in visitors to the website.

So one of the things I’ll be talking about is how you can use a series of press releases. Obviously if one is good, two might be better, three might be even better than that. There’s a special way to do it and we’ll be talking about how you can, essentially, have the second release link back to the first, and the third release linked back to the second and the first and these can just sort of synergize—make for a really potent combination for search engine purposes. [0:09:30]

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LESSON OUTLINE

Introduction and Overview

Press Release Marketing is one of the fastest and most effective ways to improve the ranking and visibility of your website. It is one technique from the general category of “off-site” or “off-page” optimization: things you can and should do outside of your own website itself that will boost the Search Engine Optimization for your site.

Results from press release submissions can often be seen within days! A series of several press releases can create a powerful wave of backlinks to raise the rankings of your site, and the press releases themselves can often show up in the search engine results, increasing your visibility and branding.

The strategies presented in this lesson are adapted from time-honored traditions that have been updated and customized for online usage.

THE BIG IDEA(S)

Press Releases leverage several powerful ideas:

1. News

2. Stories

3. Credibility

4. Backlinks

News

It’s part of our culture – we pay attention to the news

It gives a reason to talk about something and feature it

It doesn’t have to be “earth-shaking” or a world record

Think about local newspapers – they need news to report every day

Modern equivalent – personal news – “status updates” & Twitter

Stories

From the dawn of human language, we’ve learned to love stories

Stories make information more personal and compelling

Take a routine job and make it a story of triumph or accomplishment

Example: a remodel of an old house – an “eyesore” that had potential, both the client and the designer “believed in it” – “good bones” – turned into a beautiful home that adds to the neighborhood

Credibility

Press releases are best written as news stories in the third person, somewhat neutral (no hyperbole or promotional words)

However – it’s common to have one or more quotes, written from your point of view or of a client or another person – and these can be very “direct” and state opinions emphatically

The combination works well to explain facts yet allows you to have your say

Backlinks

One of the most important factors in a website being ranked

Press releases can be submitted through a variety of online services that provide widespread distribution

These online references can contain links to your website

“Google approved”

Can improve ranking of your site very quickly

The press release itself can appear in search results, adding to branding

Anatomy of a Press Release

Headline

Short description of the story

300 to 700 words for the body text

Include one or more quotes

Ending section with contact info

Optional – pictures with captions, other file attachments

Ideas for Press Releases for Architects

Participation in an event – e.g. presentation to students, Habitat volunteer

Recent project completed

Project in process

New project awarded

New initiative – e.g. new or reworked website or blog or newsletter, new office

New focus – e.g. sustainable design, online marketing, branding

Education – learning about important topic; teaching or speaking about topic

Response to code changes or other news related to building design or use

Use of innovative technology – e.g. 3D modeling, web portal for clients

What would you tell a friend who asked you – “what’s new?”

See the samples on the Internet Marketing for Architects website

Making an Online Press Release Effective

Make the title a clear, short statement that attracts interest

Put your company name in the title for extra branding

Make the description interesting enough to draw visitors

Include several reference links to different pages of your website

Use “anchor text” that matches or coordinates with your target keywords

Examples: “Los Angeles modern architect”, “Costa Rica luxury custom homes”, “basement remodels”

One of these can go to your home page, others can go to portfolio or other resource pages

General rule of thumb – up to one link per 100 words

In the Contact section, include “naked” URL link for balance

Where to Submit and Distribute Your Release

Free PR sites – list will be posted in member area

Low cost distribution through web services – do a search for “[free] online press release distribution service”

Cost-effective widespread distribution through OnlinePRNews and PRWeb

Monitoring the effectiveness of your distribution – search for word string

— Show this inside OnlinePRNews and PRWeb for Bobrow PR —

Syndication – “full page reprints” with live links – vs. RSS or “headline feed”

The Secret Sauce: “Link Juice”

Link Juice is the term used to describe how a large number of backlinks to a specific page will add “juice” or power to that page. This makes the links on that particular page more authoritative, and they will pass along that “juice” to the pages that are referred to in those backlinks.

Increase the “Link Juice” of your press release by referencing it in your second press release with an appropriately worded link

Create a third press release and reference the first two

This builds up tremendous “authority” and can dramatically improve rankings

References – Learning How to Write Effective Press Releases

Do a Google search for “SEO Press Release” or “Press Release Marketing”

Browse PRWeb and PRNewsWire sites

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Let us know how you feel! (One comment so far)

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JulieKardatzke
13 years ago

I’m not sure how I feel about internet press releases. I’m familiar with the idea of press releases sent to print newspapers, where there is someone at the paper determining its newsworthiness and there is no charge for the printing of it. Internet press releases sound a little like paid advertising that is masquerading as news.