In my previous post, Search and Find – SEO Your Press Release, I mentioned how keywords play an integral role in your press releases. Since that post, I’ve learned more about how to find these keywords and determine the effectiveness of these keywords for PR.
There are several tools out there to help research keywords. Since we use Wordtracker, I’m going to show the steps from this software.
1. Research Seed Words: To build a relevant set of keywords, start with a general list of seed words. These are general terms that you think are relevant from a search perspective. For example, I did a search on “public relations,” getting 100 results with the most searched terms at top. Though the public relations term came back with a healthy number of results, some searches may yield little or no results. When this happens, continue to expand your universe of seed words until you come back with a healthy return.
2. Review the Results: Review the list of words to determine the number of current searches and predicted number of searches on that term per day. If the results are too vague, you can begin narrowing the search term to variations of the word, such as PR, media relations, etc. However, be careful of narrowing your search too much as you may limit the possibilities.
3. Competition for Keywords: Once you have one set of terms,you’ll want to know how many pages compete for these words on Google, Yahoo and MSN. For example, using public relations would be very competitive with over 111 million pages. However, “health public relations” yields only 13,500 pages.
4. Research, Evaluate, Research: As with everything I’m learning about SEO/SEM, it’s all about research, evaluate and research again.
And for you tech pr folk out there, “technology public relations” was not in the top 100 searches for “public relations.” Something to think about for those technology PR agencies out there. Will I find you if I need a tech agency?
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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