The Best Way to Get on Page One of Google
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Many businesspeople assume that if somebody needs a widget, they’ll “Google” it, and therefore, all you have to do is have a strong internet presence with SEO (search engine optimization). Partially true. But, it presumes “awareness by the customer that a problem exists.” That is a costly assumption because it excludes all those potential sales situations in which prospective customers weren’t aware that they had a problem. Product publicity can illustrate how your product solves a problem and enhance your SEO at the same time.
In the early 1980’s, for example, we didn’t know we had a “typing problem” until word processors were introduced in the news and made it clear that typing speed, faster corrections, type selection options, and storage were all easier using a word processor. Effective product publicity stimulates and preconditions prospective customers to recognize that your company offers solutions to their problems. Even problems they never knew they had!
Peter Nielsen of Sail Magazine wrote about a product he chose to feature (publicize) for one of our clients, “This is one of those handy little gizmos you never knew you needed before you saw it.” That says it all. What caught Mr. Nielsen’s attention in Sail Magazine was our news release about how a mounting shaft collar, typically used on conveyor s and industrial equipment, could also solve a problem on a yacht. He recognized the value of this new application and chose to present it to his readers as a “Stanchion Collar.”
The best way to stimulate interest in your products is through product publicity. The challenge with product publicity today, however, is to get recognized through all the noise and clutter on the web and in our mailboxes; both electronic and postal. The reason why product publicity is so valuable is because editors select the information which they believe will interest their readers and present it to them as news like Mr. Nielson did in the above example. As such, there is an implied “third party endorsement.”
An important result of Mr. Nielson’s decision to feature our client’s mounting shaft collar was better organic search engine positioning because www.sailmagazine.com is a high qualtiy website. You see, Google’s page rank technology is based on the idea that the best way to find relevant information is to prioritize search results not by the characteristics of a document, but by the number of websites that are linking to it. (Source: Wikinomics, Don Tapscott and Anthony D. Williams, Penguin Group, ©2008).
The proof is right here, I did a Google search for “stanchion collar” five years after the publicity first appeared… The result speaks volumes! Our Stanchion Collar placed first organically!
I don't want to imply that showing up first in organic results on Google, Bing or Yahoo is something that happens every time we create a press release, but it does happen very frequently....
I don't want to imply that showing up first in organic results on Google, Bing or Yahoo is something that happens every time we create a press release, but it does happen very frequently....
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(C) Copyright 2011 - Steven M. Stroum, all rights reserved.
