During our staff meeting yesterday, we went over some of the feedback we received regarding our SEO strategy as it pertains to our blog posts and our online client news section (what we’re doing right, what we’re doing wrong, ways to improve, etc.). After this informative discussion, I came across an article on PR Daily titled, 8 ways to boost your newsroom’s SEO, and thought, “what a coincidence!”
Much of what the article ties into the feedback we received, as well. Some of the top takeaways are as follows:
- Follow the 3/100 rule: This essentially means that everything you write should contain at least three keywords associated to your product per 100 words of text.
- Create original content: An easy way to accomplish this is to augment your stories with photos or videos. Nowadays, search engines are looking for more than just a blog post or a press release—they also look for videos, images, sound files and digital assets that tell a story.
- Update often and ideally before noon: According to the PR Daily article, updates train your audience to come back. If they do come back and see that there hasn’t been anything new posted in a few days, they may think you never do and you won’t be seeing them again! It’s also a good rule of thumb to post by noon so as to allow members of your audience located in different areas of the globe time to catch your posting.
- Use tags: Whether this involves using tags to sort your content on your site in a logical, easy-to-find manner or using tags that can be recognized by voice searches, use them!
- Create “kickers” for headlines: A kicker is a term used in the article to define headlines or subheads. Use these in conjunction with your title to guide even more web traffic to your site.
We’re all aware that technology is constantly changing. Therefore, it stands to be reasoned that the solid SEO practices will continue to change along with it. And as PR professionals, our incentive to stay up to date on these changes is two-fold. One, since part of HMA’s scope of work often includes digital media and content marketing, we must remain experts on these matters to properly serve our clients. And two, in order to continue encouraging people to check out our website, blog and online news section, we simply must remain informed.