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A good copywriter
knows which words
trigger the feelings that compel people to make decisions. They write with
flair, making it easy for people to be drawn into what they are saying about
your business, services or products. Read an an example of good copywriting for a
fictitious Sydney Mercedes Dealer
website copy for a Used Mercedes
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Hands up who knows what a public relations company
does, or even better,
what they can do for you?
™ client, Dennis Rutzou Public Relations, sums
up what a public relations consultancy
does in general
with this statement:
We tell your story by providing a mix of traditional public
relations techniques and contemporary media practices, including
online public relations and interactive media releases. We ensure
your story is communicated effectively across multiple platforms
with meaning and impact.
Just one of the functions of a PR company
is to distribute media releases
on behalf of you and/or your company. DRPR is a "full
service" public relations company, however a lot of small businesses
may not be able to afford to engage a full service PR firm
. If that
is you, and you have press releases to distribute, you may be
interested in the services provided by
Newsmaker offers two press release services:
1) Free press release distribution online
Believe it or not, this is totally FREE
! You simply create your account,
follow the very simple press release wizard, and hit submit. Your
press release will be checked before it goes "live", but once it
does, you will appear on their home page.
You might be asking, "how does this benefit me?"
Firstly, Newsmaker gets crawled by Google
often, thus each media
release in the site will be indexed. Second, press releases are
distributed through their Twitter
channel. Third, just by people
subscribing to Newsmaker's RSS feed
and visiting their website
your own website will increase in popularity and obtain valuable back links.
Newsmaker's own traffic is steadily increasing, so this benefit will only get
2) Online and email press release distribution
This is a paid for service in which your press release is
, as per #1, but it is also distributed via email
to a large number of journalists
. When you select this option, you
are guided through the process of building a media list from a
comprehensive database of some 10,000 journalists
and other media
contacts. You are able to save up to 6 Categories per list, and up
to 3 lists, which are all saved for your future use.
If a journalist thinks your release is worthy of a story, they will
probably get in touch for an interview, or simply paraphrase your
There are three payment options with the online and email service:
paid for individually; paid for in bulk (blocks of ten - big savings
); or a professional option for PR agencies and the like.
Who is behind Newsmaker?
Leila Henderson, CEO of Newsmaker, is a journalist
. From entertainment writing with People
Magazine through to The Australian newspaper's esteemed IT section
and managing editor of Vacations Magazine, she has written on
extremely diverse topics. Leila's books include everything from Bad Backs to a history of IBM in Australia.
Leila has worked in a senior editorial capacity with publishers like
News Ltd, Fairfax, Australian Consolidated Press, Reader's Digest,
Toronto Star in Canada, IPC Magazines and Thomsons in the UK.
What if I have never written a press release?
Leila's top ten tips for writing your own press releases are
1. Make your press release relevant
to news or trends
2. Choose one topic
- don't confuse with too many "angles".
3. Use high impact keywords
in your heading and first paragraph
4. Use the third person
, not "I" and "we" unless in quotes
5. Donít use a press release as an advertisement
6. Seek approvals from all stakeholders
7. Keep it short
- Google will not index news items that are too long
8. Make sure your own website is relevant to your press release
9. Proof read
your release before sending - and have someone else do it too!
10. Proactively share your news
Finally, don't forget that there is a search engine optimisation
to be gained from distributing your own press releases,
particularly online. And if an online news agency decides to run
with your story, the benefits can be HUGE!
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