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Top Tips for writing online PR

Top Tips for writing online PR

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.

8. SUMMARISE

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!

AJR
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