Releases serve more purposes today than they ever have before.
lot of independent agents know what a press release is – many even write them
and distribute their press releases to regional or even national press.
a lot of title insurance professionals don’t necessarily understand, however,
is (a) what the press release is; (b) why it pays to write one; and (c) where
to send it and why.
mighty press release is a 1- to 2-page document that trumpets news. It tells an
audience that something important has happened, usually to a company and why it
is important. There are tactical elements to a press release: who is sending
it; the date it is sent, the geographical place of origin (city and state); the
headline and the body.
best press releases keep it simple: they have three to four paragraphs that
tell what the news is, why that news is important, what that news means to the
company and customers, and a small amount of background on the company sending
the press release. Persons from whom the press release is sent are often
reporters, TV anchors and radio broadcast people have traditionally relied upon
the press release to alert them to news. Today, social media experts also use
press release material to populate social media platforms and to include in
inner-company and outside-company newsletters and other communication vehicles.
press release is actually a celebration of a company. Done right – meaning
well-written, regularly sent press releases – showcase a company’s strengths
and help to tell a company’s story. A new hire, a new product, a company move,
surpassing growth goals – the news is virtually limitless. It need only be true
and told well.
Public Relations Society of America (PRSA) says about press releases:
Releases serve more purposes today than they ever have before. They provide valuable SEO for your website, serve as a primary source of information for your investors, and help align your internal teams on critical messages — all while advising the media of important changes and events at your company.
No more boring, text-only content on the latest corporate announcements. The press release today can be an engaging, multimedia experience. This is where you can make a journalist’s job easy and increase your changes of getting coverage by including great B-roll footage, embeddable video and compelling, high-resolution images with your release.
B-roll can be dropped into a press release, as can YouTube links, photos, even
there’s really no need to reinvent the wheel. Go online to a company’s website
that you admire. Look at their press releases usually housed under a
“News” tab. Read it and mimic it (but don’t copy and paste – that
plagiarism, is unethical and opens up potential worlds of trouble).
Take a look at some of Alliant National’s press releases: https://alliantnational.com/category/press/. Read one or two. They are carefully written, thoughtfully edited and purposefully distributed to appropriate media.
free to follow the “formula” of a press release and then distribute
to media you want to reach via email. You’ll be surprised when, done regularly
and well, the attention (the good kind) your company ultimately receives.
Search engine optimization (SEO) is an ever-evolving beast that can be difficult to navigate.
The rules are always changing and
understanding where to begin can present a challenging maze for those unfamiliar
with the most current trends.
Google, of course, is the giant of the
search engine ladder, and if your business URL ranks at the top of a Google
search, it has a 33 percent chance of getting clicked, while the second position gets close to 15 percent
of the share, and the third position, 9 percent.
Moreover, a whopping 75 percent of people who use search
engines to browse topics never leave the first page of search results. In other
words, a high rank leads to more clicks, and more clicks equate to more leads.
The time it takes for your home page to load is front and
center in the minds of the public—and Google. If your load page is too slow, Google
recognizes the lull and will promptly demote your ranking.
As well, a slow website affects the ways in which visitors to your site engage
with your pages. Research shows that 40 percent of visitors will leave a
website if the page takes more than three seconds to load. Even worse, 80 percent
of those visitors won’t bother to come back.
To test the speed of your website, consult a free online service like Pingdom.
Regularly update your website with new content.
If you allow the content on your website
to become outdated, or worse, let it fade into oblivion, your SEO ranking
plummets. To generate traffic and increase your website’s visibility, posting
fresh content is imperative.
If your site is littered with irrelevant or outdated content, get rid of it. Update
your site on a regular basis with newsworthy, consumable, relevant and value-driven
content (including graphics, videos, how-to guides, webinars and live chats)
and visitors will likely return.
Something else to keep in mind: Google increases your website’s search engine
rank when visitors spend more than a nanosecond on your site. If you keep your target
searchers engaged with great content that makes them care, they’ll stick around—a
factor that Google takes into account when it ranks websites.
Use the correct key words and phrases.
Keywords play a huge role in Google’s
ranking algorithm. When creating content for your website, include keywords and
long-tail keywords (three-or-four-word phrases) that speak to—and define—your
Keywords can be used in the body of a blog post, header tag or as part of photo
Google isn’t particularly keen on saturating sites with keywords, however, so use
them strategically and sparingly, otherwise you risk diminishing your search
ranking. Tip: Take advantage of software sites like Moz and Ahrefs, both of
which offer keyword suggestions and monthly search volume.
Retail kingpin Amazon and the nation’s largest residential brokerage firm, Realogy, whose brands include Coldwell Banker, Century 21 and Sotheby’s, have joined forces to attract home buyers in fourteen different cities.
To entice buyers to take advantage of the newly launched partnership—called Turnkey—Amazon is offering up to $5,000 in home services and products upon the closing of a home.
Every second it takes for your pages to load, you risk losing both new and existing users.
Several factors come into play when businesses build
their websites and blogs, but most important among them is ensuring that your
website provides the best experience possible for the user, especially on mobile
Visuals – color schemes, font size, text
placement and overall layout – are important, but they’re also subjective. Page load speed, on the
contrary, is highly objective, not to mention measurable.
Numerous case studies, including one conducted by
Pinterest, which increased its search engine traffic and sign-ups by 15 percent
when the social
media web and mobile application company reduced wait times by 40 percent, have
concluded that speed performance plays a huge roll in the success of retaining
At best, slow
performance causes annoying delays, but if your mobile website or blog is
unresponsive or takes too long to load, users may give up and point their
As a business, you want
users to read your website content and blog posts, but for every second it
takes for your pages to load, you risk losing both new and existing users.
DoubleClick by Google
found 53 percent of mobile site visits were cast aside if a page took longer
than three seconds to load. In
that same study, sites that loaded within 5 seconds had 70 percent longer sessions,
35 percent lower bounce rates and 25 percent higher ad viewability than sites
taking nearly four times longer to load.
Just how important is it
to ensure your users experience a fast and easy mobile experience?
According to a study
released by The State of Online Retail Performance, “a one-second delay in mobile load times
can impact conversion rate by up to 20 percent.”
It was that statistic that
propelled Think with Google, a one-stop online shop for consumer, industry and
marketing trends and insight, to create Test My Site, a tool
that enables businesses to optimize their blogs and websites on mobile devices.
Specifically, the tool allows businesses to see:
The speed of both their entire site
and of individual pages
Whether their site/page speed is
faster or slower compared to the prior month
Whether their site speed/page speed
ranks fast, average or slow
How their site speed compares to
others in the industry
The potential impact of site speed on
A detailed list of recommended fixes
to increase speed on up to five pages on their site
A complete report to share with
Google’s updated Test My Site, businesses now have a single destination to
measure, benchmark and take action on mobile site speed—the first step toward a
better mobile experience for your clients.
According to realtor.com, the real estate slump that
took hold last summer may be showing
signs of reversal, especially as we look toward fall. If that prediction comes
to fruition, sellers will profit the most.
Alexa! Hi, Siri! Hey, Google! “Can you tell me what the temperature isgoing
to be today?”
no question that voice search, which allows users to speak directly into a
device in lieu of typing text into a search field to generate results, is
with the increasing popularity of voice search (also known as digital
assistants), businesses would be wise to add it to their digital arsenal.
improves the user experience of search engines—it’s faster and easier—and
provides more accurate results. Bottom line: if your website content is
effectively optimized, especially for mobile users, your business could be the
first one that Google recommends.
big deal when you’re considering the ways that voice search affects SEO.
“Voice search trends are already making it
clear that effective, customized SEO plays a vital role in getting your content
featured. Optimizing your site and content for voice search is step one in the
transformation to voice marketing. Consider all things audio and how they
translate when broadcast on an audio
channel,” writes Merilyn Pereira, a staff writer for martechadvisor.com.
persuasive: Google claims that by 2020, 50 percent of all searches will be
conducted using voice search. And even if you’re not a tech titan, it’s not
difficult to optimize your website content with voice search technology.
however, a few tips that make the optimization process easier, including
creating content that keeps the conversation flowing, researching keywords that
often appear in mobile searches and foregoing superfluous lingo and buzzwords.
“The expression “keep it simple” applies now more than ever
before. From talk to text, voice prompt calling and more, we’re doing less
typing and more talking.
Companies can optimize both content and
connection by keeping things simple. Skip the jargon. Use clear, succinct
verbiage to improve your efficacy and amplify your message,” suggests the Forbes
Communications Council, which outlines 14 other top
tips to optimize your content for voice search.
Whether you’re a new business or one that’s been a part of the landscape for years, you want to take advantage of every tool that has the potential to increase your online visibility.
To that end, Google offers a multitude of free (and paid) services that businesses can use to their benefit. From designing a more intuitive website that also tracks site traffic to improving your website’s SEO rank, these Google services should be part of your company’s marketing arsenal.
Google Trends Google Trends isn’t your everyday SEO tool. The search feature is all about products and topics that are currently trending, and a large part of your marketing strategy should be focused on understanding how your target audience can find you.
With Google Trends, businesses can monitor industry trends and test specific words, terms and phrases in their marketing vernacular to see how well they hold up.
Updated in real time, this tool enables businesses to evaluate the popularity of their marketing language and compare them against other keyword variations, a feature that can be helpful in getting new keyword suggestions.
Think with Google Full of industry insights, helpful articles, case studies, research documents, data reports, innovative ad campaigns, videos, digital trends, infographics and interviews with top industry leaders, Think with Google is a one-stop shop digital newsletter that takes a deep dive into consumer trends, marketing insights and industry research.
The site is frequently updated with useful and inspirational content to help drive business growth and reach.
Google My Business More than 100 billion searches are performed on Google every month, which means that if your business isn’t discoverable in a search, you’re losing out.
Google My Business generates free business profiles that pop up when consumers search for related terms through Google Search and Maps.
By default, Google includes what it knows about a local business, including customer reviews from across the Web. But you can tweak your listing – and attract more customers – by submitting your own information, including photos, offers, promotions, news and text edits to Google Places.
As well, businesses can respond to reviews, message with their customers and see who follows you.
Google Alerts To stay updated about industry news – and news about your own company – take advantage of this useful free service from Google that sends you email alerts whenever there’s news about a topic that you’re following.
Signing up is free, and after adding a topic or search phrase, you’ll be notified whenever there’s a mention of your company, products, people or your competition.
Google Keyword Planner If you want to tun paid ads on Google, Keyword Planner is a must-have tool for your search network campaigns.
Aside from giving businesses estimates on search traffic, the free tool also shares the most relevant and successful keywords, URLs and phrases that people are searching for most often.
The tool even allows you to input your own list of keywords to see how they might perform.