Review of recommendations and resources for optimizing online press releases and other digital media such as online photos and video.

1. Press Release Optimization
What's the point?
• Better coverage online
• Increased traffic (although don't expect miracles)
• Links for SEO
Tools
• PR Newswire
• PRWeb
• Marketwire
• PitchEngine – Social Media Release
Process
1. Write the release for readers/journalists first
2. Review your list of keyword targets (Hint: “Google Keyword Tool”)
3. Place terms logically into the release where it makes sense. Do not compromise
the integrity of the release.
4. Match terms with pages on the site. Use page titles as a guide.
5. Distribute & Measure (hits / links, traffic)
Other Recommendations & Tips
• Prioritize keyword placement (Headline first, Subhead second, Copy)
• Try and keep the Headline to 64 characters (preferred, not mandatory)
• Be consistent with the boilerplate (long-term link love)
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC

2. • Reference content on your site (Citation Rank)
• Use tracking code on your links (Hint: “Google URL Builder”)
• Use other media when possible (pictures and video), use captions and name
them after keywords (e.g. scottsdale-restaurant.jpg)
• Use JPEGs with high resolution
• Don't fall in love with one tool. Some tools work better than others for specific
clients. If you've got the budget, run a test.
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC

3. Image Optimization
Three Core Elements
• File Name – tampa-umbrellas.jpg
• Alt Tag – alt=”Tampa Umbrellas”
• Surrounding Text – captions or other text nearby on a page
Photo Sharing
• Flickr – Most Popular (yahoo)
• Picasa – Google Owned
• PhotoBucket – One-Click Sharing
• Panaramio – Google Earth
Video Optimization
Three Core Elements
• Video Title
• Description
• Tags
Video Sharing
• YouTube – Breadth of Visibility
• Vimeo - Presentation
• Viddler – Analytics
• Meta Café – Personal/Entertainment Use
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC

4. Social Media Optimization
The Facebook Algorithm: On Facebook, it’s all about Comments and Likes
• Questions
• Quizzes
• Promotions
• Say Thank You
The Twitter Stream: Three-peat the Tweet
Use of URL Shortners: Add a “+” to any Bit.ly link and get stats
www.teachtofishdigital.com | 480.389.5435 Copyright 2010. Teach to Fish Digital, LLC