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Web Writing: Publicity Blasts - It’s All About The Keywords

Monday, May 21st, 2007 Subscribe To Our Feed

Publicity offline is all about contacts, and media lists. When you’re writing a press release for a client, the more editorial contacts you have, the better the coverage for your client - depending on who you know, he’ll get coverage in the newspapers and magazines of your choice.

Online publicity is slightly different. Although you want to get coverage for your client, and want to ensure that his story is spread through the media, you also want to build links for your client. In a sense, building links to your client’s Web site is even more important than immediate coverage, because it has a longer effect. A good online press release will attract traffic to your client’s site for years to come.

If you’re not up to speed on linking and SEO (search engine optimization), read Bruce Clay’s excellent primer.

You get Web links by targeting the appropriate keywords.

So before you start writing the press release, do some keyword research.

Here are a couple of great resources to help you choose the best keywords:

* Understanding Keywords

* Five Tips for Choosing The Best Keywords

[tags]Web writing, writers, PR, publicity, keywords, SEO[/tags]