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SEO for the PR Pro

(EMAILWIRE.COM, October 14, 2009 ) Houston, TX. Nicolette Beard, a 25-year marketing veteran, believes that the writing skills of business communicators can make the leap to online communications with tried-and-true SEO tactics. Her talk, entitled, “Jumpstart Your Client’s Web Presence: 7 Tips to Optimize Your Next Press Release,” will cover

• Researching keywords to drive traffic, rankings and sales
• Optimizing content for both readers and search engines
• Finding the right outlet for news release submissions

While the rules have changed for traditional marketing communications, the first rule rule is not to panic.

“People hear the phrase ‘search engine optimization’ or ‘SEO’ and their first thought is, ‘I’m not a techy-type person.’ While there are technical aspects to SEO, it is really a researching and writing skill,” said Ms. Beard, Principal, Searchlight Marketing, “which is good news for corporate and business communications professionals.”

Re-engineering their existing skill set is a matter of refocusing from the broad communications messages of the past to the one-on-one customer engagement today’s Web-savvy consumer expects.

To be sure, SEO is a specialized field of knowledge, but anyone with a basic understanding of keyword research and the language of the customer can write for both search engines and visitors.

3 Benefits to Applying SEO to News Releases

1. You’ll attract journalists who receive news alerts based on industry or keyword settings.
2. Your message will gain increased visibility with consumers looking for your product or service.
3. You’ll earn valuable back links from trusted sources, which is an important ranking factor.

While the Internet has changed the speed by which consumers and companies connect, one essential truth still holds: customers want their needs met and their problems solved. A well-optimized news release communicates to your core audience that your company is a solution-provider.

Nicolette Beard, Web Marketing Consultant, is a former editor, publisher and advertising executive. With more than 20 years of proven sales and client-agency experience, she has spent the last 5 years promoting Web sites through search engine optimization (SEO) and content publicity. She’s helped companies of every size secure measurable results through solid keyword research, competitor analysis, and SEO best practices.

The IABC Southern Region Conference, Align ’09, kicks off with a luncheon on October, 22 with Tim Walker, discussing “Business Communication in the Social Age.” The event will be held at the JW Marriott, Galleria, Houston, TX and concludes October 24, 2009 at 3 p.m. Registration ends Wednesday, October 14, 2009.

Searchlight Marketing
Nicolette Beard

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