If you promote, work for, or own an online business, you know that Search Engine ranking can make or break your business. You can create the most attractive website on the Net that sells the hottest, in-demand products at dirt-cheap prices… but if Internet searchers can’t find your website, you don’t exist. Let’s look at an example.
Priscilla Pretty loves pink. Anything pink will do. Her pink fetish creates a voracious spending appetite and she needs money. She’s about to graduate from college and she decides to start her own business instead of working as an intern in a stuffy office cubicle for peanuts while she lives in her parents’ basement and pays off her student loans. She comes up with an idea for Girlz Rule, an online shop that sells all things pink, girlie, and great.
Her dorm roommate is a design and IT major, and after some haggling over the trading of a pair of pink Jimmy Choos they both love, she produces an awesomely pink, edgy website for Priscilla’s new business. Priscilla chooses her favorite pink products on the web, taps into an automated checkout system that lets her visitors order from her website, and sets up the products to ship directly form a third party vendor.
Easy-As-Pie, right? Wrong. Even though Girlz Rule has the new 5th generation hot pink iPod nano for $100, no one is ordering because no one is visiting the website. It’s lost in CyberSpace.
So, what’s Priscilla to do?
Content (and girls) Rule(s)
She can optimize her content. Contrary to popular opinion, SEO content does not have to be boring or stuffed to the brim with keywords.
You can have exciting, spunky, sassy, classy, or edgy content and be search engine optimized. SEO writing can be as fun and creative as any other type of writing, it just takes a skilled SEO writer to pull it off. So Priscilla hires an SEO writer to produce her website content and she starts getting natural, relevant traffic to her website- and a few sales. But she needs more sales to save up for a down payment on a loft apartment, so she asks her SEO writer for help, who recommends an SEO press release.
SEO Press Releases
In Priscilla’s case, an SEO press release is a news-style article detailing the arrival of Girlz Rule. It contains all the details of the new website, its owner, the products sold, guarantees offered, special promotions, and background information. It’s sort of like a newspaper article and sales flyer combined. It even includes a link back to a special landing page on the Girlz Rule website.
The SEO press release is then distributed to key websites throughout the Internet, where visitors can read about the new business. But more importantly, the information (and the link back to Girlz Rule) is indexed and crawled by search engine spiders- on a regular basis. The repeated mention of the Girlz Rule link boosts Priscilla’s search engine ranking because her website content has been optimized for relevancy to her target audience and it draws relevant visitors to her website who buy her products.
Proof in the Pudding
WebPro News recently published a report on How Press Releases Can Be Great for Search. They cite a study by Arketi Group, that shows the media regularly uses the Internet as a tool to help determine what gets covered in the press. Wouldn’t it be great if the media came across your business on the Net and found it to be newsworthy?
By the way, Priscilla is doing great with her new business. She moved out of her parent’s basement and recently struck up a deal with a clothing designer to produce eco-friendly pink t-shirts to sell to Prius owners. Sean Platt is Priscilla’s biggest fan. He is anxiously awaiting the arrival of this week’s package. (He bought three iPods and a t-shirt, cause real men aren’t afraid to wear pink.) 🙂