Writing to be found online is as distinct a discipline as writing for any other audience, and with the woven connection of social media, and the self-stylised rules of the individual search engines, perhaps even harder. So getting it right is crucial. Here are dgmSearchLab's 'no holds barred' Top Tips for writing online PR:
1. WRITE IT IN ONE PARAGRAPH
You can get across the vital facts in a headline and 25 words: all that follows is just keywords, diminishing in value as they go down. Always remember, online attention spans can be under five seconds. As General Creighton Abrams said: “Grab ‘em by the balls and their hearts and minds will follow”.
2. WRITE FOR THE POOR SAPS ON THE SUBS’ DESK
The days are gone of vast staffs waiting in newsrooms just in case a big story breaks. Today’s online sub editors have no-one to help them … except you!
Increase your advantage by doing their work for them. Develop the story as you want it told, write it like a news piece and not a dreadfully pleading publicity puff, and it might just get used intact on the world’s top websites.
3. FIND THE ANGLE
Your latest prduct or service may be the bees’ knees, but it’s old hat to a jaded public. Focus on unique features, the weird, the exciting. All this good stuff is called “link bait”: the things that people Twitter or Stumble about. And good “link bait” often goes “viral”. Viral is excellent PR. Viral gets you noticed.
4. DON’T PACK FOR A LONG VOYAGE
Keywords are the lifeblood of SEO, to a point. Aim for densities of between 2% and 5% for any “keyword phrase”. Below 2% it fades into the background hum of words like “if”, “the” and, well, “and”.
Above 5% text seems unnaturally stuffed and unreadable. Good readable copy is “naturally” keyword rich. Write well and you can forget all the online keyword density tracking tools.
5. JUST THE FACTS M'AM
Tell it like it is. Don’t beat about the bush. Cut the fluff, embellishments, exaggerations, unnecessary adjectives or redundant expressions.
Avoid clichés “like the plague”. Remember, journalists are natural sceptics. They really HAVE seen it before (or like to think they have).
Make each word count. Use only words you need to tell your story. The bottom line is that waffling also eats away at vital keyword densities. Short, concise, direct copy is naturally higher in good keyword densities. (You may have noticed this is the longest point on the page)
6. DO YOUR GRAMMAR PROPER
Follow the rules on English as she is spoken. Search engines certainly do. Good spelling and grammar actually do make for better SERPs. In any case, errors in grammar and style affect your credibility, and the scope for “misspelled” keywords is actually rather small.
7. MIND YOUR LANGUAGE
Avoid embedding HTML or any web mark-up in releases. Most are redistributed via RSS feeds and other syndication methods and formatting can go wrong. A broken RSS feed is not an RSS feed. You will kill your own link.
Most PR sites ask for a one-paragraph summary. Many feeds use a headline and this summary to link to the full release.
Write it tight and with full attention to keyword densities, while all the time ensuring that it makes sense. So there you have it, no nonsense online PR in less than 10 points!
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.