Tag Archives: press release

Digital Marketing

Congratulations: You are good at marketing your website online

Here’s some good news: when it comes to Internet marketing British businesses are ahead of the rest.

A recent survey by the AT Institute of online marketing and website traffic has shown that UK businesses are considerably more successful at it than our European counterparts.

The Institute compared levels of investment in online marketing across several European countries. They then looked at the source of visitors to business websites, and whether they came as a consequence of that marketing or for other reasons.

And the good news is that each pound spent by a UK business in driving traffic to their website goes a lot further than it does on the continent.

The study uncovered the fact that online marketing by UK businesses accounted for in excess of 50% of visits to those business websites.

This figure was way in excess of all others including France, Germany and Spain.

If you want to drive more visitors to your website then there is plenty of useful information on this blog that can show you how.

If you want to push your website high on Google, then make sure you get to grips with our Search Engine Optimisation Guide.

If you want to use Social Media, Twitter and Facebook to drive new website visitors then take a look at our Social Media channel. You can of course always integrate your WebEden website with both Facebook and Twitter.

If you’re planning on creating a media story then why not take a look at how to write a perfect press release.

Of course, once you get traffic on your website, the next thing is to turn visitors in our customers. This article will show you 10 essentials for every business website.

Any comments please leave them below.

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How to

10 tips for a Perfect Press Release

Those website builders who are keen to boost their website higher up the Search Engine Results Pages will know that an essential part of the process includes building inbound links to your website.

As we discussed in our Search Engine Optimisation (SEO) guide, one of the ways to get inbound links is to send out online press releases.

Press releases can contain keyword rich links which point back to your website. And if they picked up by a genuine journalist then they can raise awareness in the traditional way too.

Read on to find the 10 essential steps to create your perfect press release.

1. Grab your keywords
Those of your following an SEO program will already have a list of keywords that you want to focus on. (For more information about SEO read our SEO Guide.)

Try to use the keywords in all sections of the press release we discuss below. Don’t squeeze them in so that it ceases to make sense – remember that the PR still needs to be readable by a human.

2. Decide what to write about
It’s best to focus on just a single point for your press release, rather than try and include all your news.

If there are any recent events that have taken place in your business, these might be right for a release. If you’ve opened a new branch; been nominated for an award; expanded; started stocking new lines, these could all be the subject matter.

Alternatively you can create your own news. Have you surveyed your staff or customers and found something of interest? Have you held a competition? Have you made a donation to Charity? These could be good subjects too.

Here’s the crunch bit: write down your news in just 1 line.

This keeps it simple, focused, and gives you something to refer back to. It also stops you wandering off topic later in the release.

3. Layout
Boring but important, there are some elements that a press release should always include. From the top these are:

Date. Your contact details. Company logo (if you have one)
Headline
The Intro paragraph
The main body
The closing paragraph
[Ends]
Notes to Editors

4. The Headline
Place the headline in the center of the page below the contact details, in bold. Use the headline to concisely describe the content of the release. You need to make it easily and quickly understood by a business editorial person.

The other important factor is to try and use a headline that uses keyword from your SEO list.

5. The Introduction
The first paragraph should include all the main points of your press release. It should work like an expanded version of the headline. If you haven’t mentioned it by the end of this paragraph, don’t mention it at all. Make it no more than a few lines long. Work on the basis that most people won’t read on from here, so you need to make your point quickly.

Classic journalism looks at who, where, what, and why. Include these and you’ve nailed it.

Again, try to use your keywords in this paragraph, but only where they are part of the organic flow of prose.

6. The Main body
This is where you can expand on the essentials covered in the introduction. The main body should be no longer than 2 paragraphs. Its a good idea to reinforce any points made by including a quote from a relevant source, often the Managing Director .

If you’ve got any colourful facts or supporting market research or statistics then the main body is a good place to include it.

7. The Closing Paragraph
The final paragraph can include more general information about the company, such as the number of years it has been going, where it is located.

8. Links
Gaining inbound links to your website is one of the main reasons to distribute online press releases, so you need to make sure to include some! As discussed in part 5, use keyword-rich anchor text to link to an appropriate page on your website in the introduction. Many online press release publishers will not include this link. For that reason, make sure you include a link at the bottom of your closing paragraph. This is the way we do it for WebEden:

for more information go to http://www.webeden.co.uk

9. Ends
After your final paragraph, you need to let editors know that the press release has finished by writing:

[Ends].

10. Notes to editors
After the end of the actual press release, you can write brief notes to editors who might want further information.

You may have high-res images for them to use, or be able to supply more in depth information to interested journalists. This is a good place to let editorial staff know about this sort of thing.

And that’s it

Follow this 10 point plan to get the most from your online PR. It will help boost you up the Search Engine Results Pages by generating inbound links, and will also raise awareness of your business amongst your target audience.

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Digital Marketing Optimization

Search Engine Optimisation with Webeden: Part 7 – Practical ways to get inbound links

OK Website Builders! Here’s the challenging part! These are the best ways to generate inbound links to your website. Many of these involve a bit of thought and guile, and the others need a bit of elbow grease too.

Get listed in directories

You need to make sure your website is listed in as many website directories as possible, and make sure you go in the section that is relevant to your industry, if they have one.

For every directory you find, you need to find the link called ‘add my site’. Input the information that is relevant to you and your website, and press submit.

The best known directory is Yahoo. In addition, you should try to get listed on dmoz.org. It’s a well respected and used authority. Next, try going to Google and search for ‘website directory’ and you’ll get literally thousands to choose from. Do as many free ones as you have time for, and if you identify a good one it’s worth paying a pound or two to get listed.

Make posts in forums

A good way to get inbound links is to use websites where you yourself can post your link. Forums are an obvious choice. First, find out which forums are in your market. To do this, go to Google and search for ‘[my market] forum’. (Obviously replace [my market] with your actual market, eg ‘carpentry’). Register with these forums, and put a link to your website – using your important anchor text – in your signature. And then get active in the forum! Ask questions and answer other peoples’ queries. Refer people through to your website if it’s helpful (don’t forget to use your anchor text!), but don’t shameless plug your site, you may well get discredited or at worst kicked off the forum. In short, become an authority in that forum, and link to your website where possible.

Make posts on blogs

This follows the same principle as the forum posting. Find out (using Google again) who is blogging about stuff in your market, and make comments on their blog entries. Your comments won’t automatically get published (the blog owner gets to choose whether or not to include your comments), but my experience is that they appreciate the fact that someone is reading their blog and wanting to get involved. Once again, put a link to your site in your signature, and don’t plug yourself without offering other advice and info at the same time.

Convince bloggers and other editorial websites to write about you

This is the most long winded way to get links, but one which might well deliver you the most valuable ones. Contact all the important bloggers and journalists in your market. By contact, I mean send them a personal email, or even better give them a phone call. Try to convince them of the value in writing about your website. Only you know why they might want to do this for you, but if your website is genuinely useful to people in your market, then journalists and bloggers will be only too happy to write about it, as they want to give quality information and advice to their readers.

Buy links

This is the short cut to getting links to your site, but is of course the most costly one too. There are quite a few services out there (the best known is text-link-ads.com) who aggregate publishers (website owners) together, who all want to sell links on their websites in order to generate a few pounds. They then invite people to buy links on these sites. You, the buyer, can choose the type of website you want using criteria such as subject area, Alexa rank (traffic), page rank (Google’s indicator of importance), and the number of other links sold on that site. The most important sites to buy links on are those that are in a subject relevant to your own. But it’s also important to look at page rank too. A ‘link’ or ‘vote’ from a website with a high page rank is worth a lot more than a vote from one with a low one. As a buyer you also get to choose the anchor text of your link.
Try signing up with text-link-ads and search for sites that are both relevant to you and are important. The links themselves can cost anywhere from $10 to $1000 per month per site.
Again on the subject of getting links on relevant blog sites or editorial sites: if all your efforts at convincing the site owner come to nothing, your last resort may be to offer to pay them to put a link to your site from their own. It’s a bit mercenary, I know, but at the end of the day they all need to make a living.

Send out Press Releases

This is one of the easiest ways to generate inbound links. Write a press release about your website. Include links to your website within the release (use your anchor text), or as a source of further information. And then distribute or ‘post’ your press release to as many press release directories as possible. Well known press release sites include Prweb.com and pressbox.co.uk, but there are literally hundreds of them out there.  You need to create a (free) account with each, and then paste your press release onto the site.
Of course, if you’re writing press releases, you should also be sending them out to magazines, newspapers and websites that are in your market too.

Write articles and post them in article directories

This is another easy way to create inbound links, but which again takes lots of effort. Write an article about an issue in your market. Place links to your website within each article, using your anchor text. Then create (free) ‘author accounts’ with article directories, such as ezinearticles.com, submityourarticle.com or Google Knol. When you create an author account, you need to write a short (40 words) author biog that talks about who you are. Place links to your website within this biog, once again using your anchor text. Then paste your article into each directory. When those articles are approved (usually within 24 hours) you will generate 10s if not 100s of inbound links to your site, from editorial pages that are relevant to your site, with relevant anchor text.
What should you write about? It needs to be about an issue that gets debated in your market. For example, if you have a computer repair shop then maybe you want to discuss PCs vs Macs, or Windows vs Linux: something that you probably hear people discussing in that industry.

Ask your customers and visitors to link to your site

In the ‘real world’, many people are only too happy to refer friends and acquaintances onto a person or company they trust, and the same principle exists on the Internet. This comes down to asking a simple question of your current site visitors. If they like your website, and think its relevant, then can they link to you website? Only a few may bother, but if even 10% of the visitors to a low traffic website would in fact link to that site from another one, then that in itself will over time create hundreds of inbound links. Of course, many people do not have their own website from which to link, but thanks to Social Networking websites many people have their own ‘profile’ page. A link from a Facebook, Myspace, Bebo or Twitter  page is worth as much as a link from any ‘normal’ website, as long as that page is publicly viewable (which of course with Facebook it might not be).

And that’s it!

If you carry out the link building activities above in the way we’ve suggested, and use the right anchor text, you will surely rise up the SERPs for that search term. This proves that you don’t need to have a big budget to drive lots of traffic to your site.

How are you getting on? Leave us a comment below (it will give you an inbound link!).

Here’s a link to the final part of our Search Engine Optimisation guide.

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