A press release about your company and its products serves multiple purposes. By working with a company like eVisible for press release optimization, it can help your overall SEO strategy. But it’s easy to forget that a press release is ultimately a marketing tool to promote your goods and services. If you want to craft more effective press releases, here are five tips to consider:

1. Make Your Content Newsworthy. Remember that there is a difference between a press release and an advertisement. Reporters and editors want to feel like they are passing on useful information to their readers rather than simply acting as a press release distribution service and providing free marketing for companies.

2. Avoid Buzzwords. You’ve probably read press releases that talk about “synergy,” “shifting the paradigm” or any other number of buzzwords and phrases. The truth is that it just makes your press release sound forced and dated, and readers might miss the point. Professionals at press release writing services know that it’s best to speak down-to-Earth with readers, using plain English that’s free of jargon.

3. Speak to Your Audience. This doesn’t just apply to the readers. Reporters hate getting press releases relating to topics they don’t cover. It wastes their time and gives your company a bad name.

4. Don’t Oversell. Reporters can tell when a press release is trying too hard to hype a product as the “greatest” or “world’s best.” Stick to the facts and what your product does, and a reporter can tell if it’s worth writing about.

5. Format Your Press Release. The best type of press release gets all of the relevant information out in the first few paragraphs. A press release submission service like eVisible can help you to craft a release that immediately grabs a reader’s attention.

By now, you probably know about the some of the basic tools for SEO keyword research before launching an online campaign. Everyone understands the tools that are available through Google’s Keyword tool and performing various online searches. But if you want to take your campaign to the next level, you need to go beyond the basics and use a wide range of sources for your research.

One great way to do this is with eVisible’s free Keyword Suggestion Tool, which provides you with effective and targeted keywords to meet your needs. Along with this, there are other outlets that will provide you with useful information and potential keywords for your SEO campaign. Here are four sources to consider:

Popular Posts of the Year: One way to understand what keywords people are searching for is to see which blog posts are generating interest within your niche. One way to do this is by performing a Google search that looks something like this:

[your field]+most popular posts of 2012+traffic

So, if you an investigative firm, you might perform a Google search like this:

“Investigative Law” “most popular posts of 2012” traffic

The results might take you to posts like this one from the Diligentia Group highlighting their 10 most popular posts out of the more than 50 they made in 2012. Reviewing these posts will give you a sense of which keywords they highlighted and what readers were searching for when they arrived.

Google Keyword Tool Searches By Year: You can also use chronology to narrow your searches when using the Google Keyword tool. When reviewing your analytics data with Google Keyword, do a search for “2012.” This will tell you the phrases and keywords that were generating interest in the previous year and which ones will likely to become popular soon.

Wikipedia: Nothing is more frustrating than spending money on a keyword campaign only to see a Wikipedia link come up first on results. It can be hard to move a Wikipedia site some a top ranking. You can use this tool (https://stats.grok.se/) to review the traffic volume of any Wikipedia site for the last 90 days to see if a page associated with any keyword term is going to be an obstacle to your success.

Government Websites: As Search Engine Land accurately points out, government sites are potential goldmines for keyword information. In many cases, you can see the most popular pages, referring sites and keywords used for many government sites that could relate to your niche. Reviewing this data will give you a better sense of popular keywords and potential link partners.

You might think that keywords and content are two entirely separate concepts. Think again – your keywords and the content that you create using these keywords doesn’t operate independently. They work together to form one cohesive part of your overall search engine optimization plan. If you are providing content writing services for a client or doing your own writing, you need to consider how your keywords and content will work with each other throughout your campaign.

When you are researching your keywords, consider how they will fit into your content. Some keywords phrases, for example, might not naturally flow when you try to use them in website copy, blogs or press releases. Having to fit poorly-constructed keywords into content is something that even professional providers of SEO copywriting services struggle with. Think about the types of content that you’ll be writing as part of your SEO campaign and project how certain keyword phrases can be integrated. If you see any phrases that might be difficult to use naturally, you might want to skip them.

Expanding your focus during keyword research to include a mixture of broad and narrow search terms is one way to make life easier for you or your provider of website content writing services. It gives you the ability to write content that speaks to broad concepts within your industry along with being able to focus on specific products or brands that are relevant.

Along with assisting in article writing services, it’s also smart from an SEO standpoint to include a mixture of broad and narrow search terms. Broad search terms often have the most competition, as other businesses want to rank highly for them as well. Including narrower search terms in your keywords gives you the best chance to improve your rankings quickly. In addition, people who search for narrow keywords often have specific products in mind and might be ready to make a purchasing decision instead of simply visiting a website to “browse.”

You’ll also want to consider how many keywords you choose to target with your initial SEO campaign. More keywords mean you’ll need to create more content in order to properly boost the rankings for these terms. Viral marketing services can help you to produce a high volume of content that can be quickly pushed through Facebook, Twitter, LinkedIn and other social media sites, but focusing on the most important keywords will allow you to focus your content on the terms that are most important for your business.

Contact eVisible today to learn more about the relationship between content and keywords. Our professional SEO services specialists can discuss the concepts of SEO with you and also your unique online marketing needs.

It’s easy to make the assumption that the search engine optimization strategy for Enterprise SEO — when you are working with a large corporation’s website — would be the same as SEO work for a startup or smaller company. But while many of the same principles remain, there are several major differences between standard SEO and search engine marketing at an Enterprise level.

Many of these issues come from the challenges of doing SEO work as part of a large business. As P.J. Fusco wrote about for Search Engine Watch, departmental barriers often make it difficult for someone doing Enterprise SEO (https://searchenginewatch.com/article/2236950/Enterprise-SEO-in-2013) to produce acceptable results from their SEO campaigns. When someone does search engine optimization consulting for small businesses, they have few approvals to get and can alter their SEO strategies quickly to react to changing search engine algorithms and other factors.

This isn’t the case when you are doing SEO consulting services or working in-house at an Enterprise-level business. The layers of management and departments means that you need “buy-in” from many people to implement an SEO campaign or to make changes to an existing campaign. This can be a major problem — especially if some of the people you need to work with are unfamiliar with the concepts of professional search engine marketing.

So how can you overcome these obstacles? One good tip was recently shared by Ray Comstock in Search Engine Watch (https://searchenginewatch.com/article/2234928/Defining-an-Enterprise-SEO-Strategy). Comstock recommends that you break your campaign up into two parts — a “foundational” stage where you are doing the keyword research and other background along with the early implementation and a “continuous” phase that includes the steps needed to keep your campaign moving through the long haul. This can include link acquisition, social media marketing services and more. Content writing services are a major part throughout all phases.

Another way to reduce headaches in Enterprise SEO is to conduct training with the key personnel who will be involved ahead of time. Chances are that you are the expert in online marketing services within your company, so you need to educate other people on what you know. Everyone understands the importance of ranking highly but they might not grasp the steps that need to happen to improve your search engine ranking. Getting people inside and outside of your circle educated on the different elements of Enterprise SEO will allow you to all speak the same language and improve communications as you move forward with your campaign.

When you are in the middle of a search engine optimization campaign, it’s easy to lose focus on the big picture because you so concerned with managing every minute aspect of your optimization. It’s great to be focused on details; this focus helps you stay on top of your rankings and make changes as needed. But it’s just as easy to get so concerned with the smallest features that you forget about the reason you are doing optimization in the first place — driving business to your site through an improved search engine ranking.

Over the years, eVisible has learned some valuable lessons about how to maintain the proper focus while undertaking a search engine optimization campaign. Here are three things to keep in mind as your campaign progresses but before you get overwhelmed with every little detail:

ROI, ROI and More ROI

The reason that businesses undertake an SEO campaign in the first place is to increase their visibility and get more customers and sales. After all, if you aren’t making money, why do SEO in the first place? As you progress through your campaign, make sure that you and your online marketing services provider stay focused on the tactics that will give you the greatest impact to your bottom line for the least amount of money.

Don’t Just Focus on Content

Content is an important aspect of search engine optimization. But if it’s the only thing that you are doing as part of your online marketing, you are missing out on a lot of potentially valuable tactics. Improving your site’s architecture will make it easier for search engine spiders to find your pages and for you to receive inbound links. In addition, working with a viral marketing agency to improve your social media platform or start an ad campaign can increase your visibility along with boosting your SEO rankings.

Be Flexible with Your Campaign

Developing a solid game plan is critical to having success with your SEO campaign and achieving higher search engine rankings. However, you need to look at it as a starting point rather than a script from which you can never deviate. The world of online rankings is extremely fluid and you need to be able to adjust on a regular basis as well. Major search engines tweak their ranking algorithms hundreds of times each year and you need to be open to change as well. Your provider of SEO services should be able to stay on top of any movements in the ways that search engines rank sites and make recommendations for updates to your tactics.

When it comes to SEO campaigns, using the right keywords is critical to success. You can corner the market on keywords that are related to your industry, but if these keywords don’t correlate to clients and customers, what good does this do? Keywords serve as invitations for customers to check out your site. When someone does a search on a keyword or phrase and your site ranks highly in the results, you’ve effectively brought them to the front door of your virtual business. A smart keyword strategy not only gets customers to your virtual store but makes sure they are looking to spend money and not just there to window shop.

Knowing your market and your place within the market is critical to researching your keywords. Less competitive keywords and phrases might generate less traffic but there’s also a greater chance that you’ll rank highly for them if you target them with an SEO campaign. If you are in a niche market, you can find keywords that will specifically target people looking for exactly what you’re providing. This can get your ideal customer to your website quickly while providing immediate returns on your SEO campaign. If you are an established company looking at long-term gains, you might want to focus on a few keywords that are more competitive. You’ll know your market and your position better than anyone else and will want to adjust your SEO campaign accordingly.

Before starting any keyword search, there are a few things that you’ll want to consider:

• If you are using Google AdWords Keywords Suggestion Tool, make sure you are doing an Exact Search instead of a Broad Search. This is something that you can toggle between by clicking a button before you perform a search. A Broad Search will include phrases that include your keywords in any order or even parts of your keyword phrase. It also includes plural or singular forms, stemmed forms and synonyms. An exact search only returns the phrase exactly as you entered it. You can search for both if you want to expand your search but this can create confusion in your research.
• Think about all of the different ways that people might search for your products. Instead of just focusing on your category of business, do searches for specific product models or sub-categories of services you provide. Search for variations with part numbers or popular abbreviations of products.
• More than anything else, ask yourself what customers are searching for and build your keyword list accordingly.

Before you start doing your research on your keywords, it’s important to have a game plan in place. Instead of just grouping words together that “seem” the same, group them into categories. If you sell golf clubs, one category could be for name brands of golf clubs. Another could be for types of clubs (such as drivers, irons, wedges or putters). Other categories could describe what people are searching for with new versus used equipment. This lets you select keywords that target the right audience and potential reach as many different customers as possible.

Ultimately, you want to get the highest Return on Investment for your SEO campaign. eVisible understand this, which is why we’ve created a powerful Keyword Research and Suggestion tool and made it available for free on our website. All you need to do is enter in a keyword, phrase or a bit of marketing copy and it instantly gives you a list of related keywords. It’s a great way to start your keyword research and narrow down (or expand) your choices. You might want to focus on areas of your business that are currently underperforming by targeting related keywords. Or you might notice keywords and phrases with a limited amount of competition that you can rank highly for more quickly. Having a smart game plan and doing the research the right way will set you on the path to smart and focused keyword-based SEO campaign.