Using the Power of Online PR to Maximize SEO
An online retailer of an upscale furniture line wanted to reach its target audience where it’s searching – Google, Yahoo and other search engines – so it turned to Sawmill for help with search engine optimization. SMPR began with a survey of consumers to determine what search terms they would use to find the product, followed by an analysis of the client’s existing Web site and copy. The second technique involved ensuring press releases were written with those keywords in mind and distributed via a paid wire service – to reach traditional media, of course, but more importantly to capture the attention of the search engines and ultimately to deliver page one rankings in keyword searches. The result – consumers looking for the client’s products are finding links on page one of the natural search results bringing in more online sales.
Blogging and Twitter Strategy Establishes Connections
A professional services firm wanting to connect with potential customers via social media implemented a corporate blogging strategy recommended by Sawmill. By establishing a blog, the company’s leadership was able to share its thoughts and industry expertise with informative and keyword-rich posts that not only reached interested readers/prospects, but also search engines that give higher rankings to sites with ever-changing and relevant content. Twitter posts then helped to alert people to new content. And because of its two-way nature, the blog enabled readers to share comments about what the firm was doing and on its leaders’ opinions, creating a conversation with customers rather than an old-school, one-way communication approach.