PR articles have always had an important role as part of the marketing communication and services mix. As a communication practitioner in the B2B field, I've personally been involved in preparing hundreds of these articles.
PR articles are extremely effective pieces, not only because of their pul,l but also because of the believability factor. Their use in an editorial environment makes them better believed than paid ads.
The editorial environment is encountered not only in the trade magazines, but in the web through E-zines.
Marketing communication practitioners, both consultants and clients alike, are well aware of the pull that that press release articles can achieve. But they may not be aware of what these articles can do in improving search engine rankings of their web sites.
This is done in two ways, first of all linking back to a website, through information on the press release article. Contact details of the article’s author should have the URL of the client’s website.
The other way is through the inclusion of keywords in the article. In the Web 2.0 world, placing keywords in client’s website Meta tags is not enough. The web robots of today search web content, on page, but also off page looking for keywords in the many news items found on the web.
With the enormous database management capabilities of today’s search engine, picking up these keywords is a much easier task than it was in the web’s early days (Web 1.0).
Hence, optimising links and use of keywords in PR articles help improve search engine rankings, because search engines list sites with the most backlinks and keywords in the top of each keyword listing.
Recognising that the Web 2.0 world paradigm may be a tad confusing for most communication practitioners, we, at JG Marketing Services, include SEO (search engine optimisation) considerations as part and parcel of the PR preparation services we offer.
Companies that prepare their own PR articles are well advised to keep the use of keywords in their articles. It's not a matter of repeating the keywords so that the articles tend to lose relevance, but to make sure that these are included in the text and, of course, the headline, as much as possible.
Web robots do their things and count the keywords and relate these back to backlinks contained in the article.
Looking at this, very simplistically, the more of these keywords, the better the rankings.
Definitely there's more to this than just making sure keywords are used. But, suffice it to say that marketing communication practitioners should be aware of the need to include these keywords.
Joaquin "Jack" Garcia is CEO of JG Marketing Services, a specialist business-to-business advertising agency founded in 1980. Following the no-nonsense approach to advertising and marketing communication, he presents articles on these topics which Joaquin is passionate about. Jack's website can be accessed at: http://www.jgmarketing.com.au/JG/
Article Source: http://EzineArticles.com/?expert=Joaquin_Garcia
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