Juice Factor 4: How to Help The Right People Find and Consume Your Press Release
In first “The Juice Factor” post, I gave you three tips for getting more energy and awareness for your business.
In the second post, Juice Factor 2, I gave you a formula for choosing a press release topic that created a superfood content asset for your business.
In the last post, I showed how you could supercharge your press release with multimedia.
But what good is that if no one can see or find your press release?
It’s like going to a grocery store in a foreign country that you’ve never visited and trying to find a rare, organic fruit without asking.
Every food is labeled in a foreign language and there are no English subtitles.
Let’s say you’ve published a press release about what should be a very interesting topic in your business or industry.
Anyone who knows anything should actually be interested in reading it.
Yet they aren’t! Why not?
There are thousands of press releases published every day.
Yours can easily get lost in the noise.
Your target audience is out there looking for information like what’s contained in your press release right now, but they can’t find you.
In order to solve this problem, we’re going to talk about how content like your press release actually gets found online and how to maximize your chances that yours will be found.
It All Starts with Google
I’m sure you’ve used Google!
When you “google” something, the search engine searches its computers and finds the relevant websites and serves those back up to you ranked in some sort of meaningful order.
Google’s goal with their search engine is to make sure you find what you’re looking for, and that the order in which you see websites is by relevance.
Of course, that takes a lot of computing on their part, and much like the mysterious formula for Coca-Cola, Google has never revealed their exact algorithm. And, although no one outside of Google really knows how this all works, we do have some clues.
It Continues with Your Words
Think about the mechanics of searching for something.
You go to Google, and you type in words.
Those are called “keywords” in the lingo.
So, you put in keywords and you hit Enter, and voila, your search results appear.
It might sound simplistic, but what triggered the search results were the words you typed into the search field.
Different words = Different Results
This means that if we want people to find our press release, Google must be able to “see” a match between the text in the press release and the words that people use for searching for information.
The whole process of aligning the text on a webpage like a press release with what people are actually searching for is called Search Engine Optimization, or SEO for short.
Although it is a complex subject, we can go a long way towards getting more views to our press release by trying to intelligently include the words and word phrases that people are already using for their searches.
There is certainly more to know about this subject, and in this article, I’ve only brushed the surface.
You can start the process of optimizing your own press releases, however, by trying to figure out how people would search for the information contained in the release and including those phrases.
Chapter Five of my free book, “How to Use the Power of Press Releases to Get More Business,” goes more into the topic of search engine optimization and priming your press release with the keywords the right people search for. If you’d like a free copy, please click on the book cover below.