How to get media attention with your website
Today’s topic is one that gives a lot of us media expert’s sweaty palms. We’re going to talk about our websites and more specifically how to use them to get media attention. Heather Lutze is a widely acclaimed speaker, trainer and consultant who literally wrote the book on search engine optimization (two books in fact): The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing and the brand new Thumbonomics: The Essential Business Roadmap to Social Media & Mobile Marketing. She’s going to teach us everything from how to use Google to spy on your competition and what to look for to which key words will best drive customers and the media to our sites.
Getting started with SEO: The biggest mistake is not implementation but in the correct usage of content and keyword phrases your potential audience will be searching for. Your keyword phrases should be what the users are searching for on Google. You could use a phrase that fits and be the #1 hit on Google for that phrase yet not get any business because the people who are looking for you are Googling something else.
AdWords Keyword Planner: A keyword phrase can be 1-3 or more words knit together to create a keyword phrase that you put into Google. Heather uses AdWords Keyword Planner. It’s a tool that is inside a page search account. If you’re going to buy your way into search results you can set up a free account with adwords.google.com and use their free keyword planner. This is the gold standard of keyword research. It’s a Google database of all the searches being done in Google over the last twelve months. It will give you monthly averages for any phrase.
Two concepts for titles:
- The mullet approach: The mullet hairstyle that was popular in the 80’s was often referred to as “business in the front, party in the back.” This concept can be applied to titling a blog post. Your title would be what you want to have your blog post rank under (business) followed by a colon or dash and something specific to what your blog is about (party in the back). Example: Movember: What Every Man Needs to Know. Movember is business and “what every man needs to know” is the party in the back.
- THBLI (Title, Headline, Body, Links and Images): If you insert the keyword phrase in THBLI you’re not just going in and throwing in a bunch of keywords onto your content. Make sure your core concept is included in the title and sprinkled throughout the body content. Include links to helpful websites and create an image so that when Google comes and looks at your title, your headlines, your body, your links and your image it knows clearly that this is a thought leadership paper.
- spyfu.com: This website lets you put your competitor domain in and it will show you all the keywords that competitor ranks under as well as the pages they’ve optimized to do so.
- Free findability app: This is an iphone app that is also good for android. Search for Heather Lutze on both of those stores and download the app for free. It also has audio and kindle versions of both of her books. Findability Formula is on SEO and Thumbonomics is on social media search.
- Heather’s new book Marketing Espionage is coming out in the first quarter of 2016
- Heather’s website is findability.com. Under University she has private coaching, a webinar series and live events or you can bring them in and they’ll train your team in house.
- Write headlines no journalist can resist, with the 58-headline template pack