SEO Survivor

This is the part 2 of The New Press Release article, posted on October 16, 2007.

Keyword seasonal planning is about anticipating news triggers. One might ask: “How the heck do I do that?”

I’ll tell you how. The first requirement is to know your industry seasonality. Every industry has different targets in different seasons, and different stories that revolve around similar topics. I’ll give you an example, one of my clients is a four seasons resort. When we were entering fall, I started to plan winter marketing material with my client. Winter related press releases(ski, snowboard, snow sports, etc.), winter target audience(different demographics than the summer crowd), and so on. We were prepared and produced awesome results by tackling that in a timely manner, and stayed a step ahead of the competition.

Map your keyword strategy in connection with your seasonal planning. In January you should be targeting keywords and material about events you’ll be putting in place in February/March.

Use tools such as the Yahoo Buzz to find hot, fresh and demanded keywords. The Google Zeitgeist pulls together search trends and patters, and is a great way to help you mold you press release around something that is interesting to people. The Hitwise blog is also another source for ideas and buzz monitoring.

To be continued: Part 3(final) - Press Release 2.0 Templates and examples.

Look up this story at Sphinn.com and give it a sphinn!