Search Engine Optimization Class Coming in 2011

The more people we talk to, the more we realize how much confusion there is about search engine optimization (SEO). This is a problem whether you are trying to do your own SEO work or you are evaluating SEO practitioners. If you know how the process works, you can save time, money and effort and get better results.

Help has arrived. We’re preparing a class that will help you understand how search engines work and how Google decides which pages to return for search queries. This is not a "how-to" class but rather an SEO fundamentals course which will give you the background to:

• Make informed decisions when developing an SEO strategy
• Effectively evaluate SEO providers
• Be a knowledgeable participant in your SEO endeavors

We have found a great meeting space in Mequon for our class. We will also be available for small group sessions within companies. Watch for more information in the coming months. Or contact us if you have specific questions.

Building your credibility with news sources

Develop a good reputation and your opportunities will increase

Obtaining positive press coverage is a worthwhile endeavor. It helps to raise your organization's profile and gives you opportunities to obtain in-links to your website. To obtain these benefits, you need to "walk a mile" in the journalist’s shoes. When you help them do their job, journalists are more inclined to give you coverage today and use you as a resource in the future.

Write effective press releases

Let’s start with the basics of press releases. The best way to get your press releases picked up is to write them as if you were a journalist:

• Address the journalistic five "W"s and one "H" – who, what, when, where, why and how.
• Write objectively – press releases are not advertisements. Leave out the hype.
• Include facts and figures – editors (and readers) love statistics. Include as much relevant data as possible.
• Make sure it’s news – don’t waste editors’ time with information about your company that really isn’t newsworthy. ("Acme Products is expanding. Two hundred new jobs anticipated in 2011" is news. "Acme Products adds fifth color to its line of computer cables" is not.)
• Approach it like a pro – find an angle that puts your news in the context of something that has the public’s attention right now (think belt-tightening, green living, unemployment, global competitiveness). You get the picture.

Reach out with relevant information

If you are responding to a media query, make sure that you stay on topic and provide pertinent information. Journalists are spread thin these days and usually work on very tight deadlines. They don’t have time to listen to off-point commentary about your pet topic. Share insights and expertise, use real-world examples when possible, provide stories that they can use to strengthen their article. In other words, be empathic. Help the reporter give shape to their story and they will come back to you when they need a source in your field again.

By the same token, if you are pitching an article to a publication, do your homework. Make sure the publication accepts contributed content. Review the editorial calendar (if there is one) and find the right issue for your pitch. Read several issues. Get a sense of the tone, approach and length of articles. Know the readership and what their concerns are. Then write a succinct, clearly articulated pitch to the editor on your article idea. Provide your credentials and / or relevant experience with the subject. Include an outline and indicate any supporting materials you can provide including research results, photographs and illustrations.

Journalists always need reputable sources for their articles. If you provide objective, insightful information that helps them write better articles, you will become a trusted source for topics in your field.

Past Issues

Third Quarter, 2010

If you are responding to a media query, make sure that you stay on topic and provide pertinent information.