Online PR And Branding Depend On

A Website Content Strategy

A brand is built with public relations. Every interaction you have with your public either builds or damages your brand. Branding online is even more important where the interaction takes place through your website. An online PR strategy can help to build a website that gets great search engine visibility and builds your brand click-by-click. 

The basis of good internet public relations is a comprehensive website content strategy based on keyword research

Five-step search engine visibility program for small businesses>>

There are five powerful elements that enhance branding - and they work just as well online as they do in the real world.

The POWER Branding formula >>

Web PR and SEO PR workshops

The way people perceive your brand today is strongly affected by how you appear on the Internet. Web PR and SEO PR are no longer interesting concepts - they have become vital skills for any PR professional.

In conjunction with Expansion Plus, one of the leading Internet marketing and PR agencies in the US, Sally Falkow offers one-day workshops that get you up to speed on new media PR techniques.

There have been some spectacular mis-steps as companies and agenices venture into online PR.  "Know before you go" has long been the watchword in PR - online it is more applicable than ever. 

Don't be the next online disaster. Learn the rules of online news, content syndication, social networking,, blogs and RSS Feeds..

Read more about SEO and Web PR training>>

A strong and recognizable brand increases customer retention and loyalty. 

Branding is created with consistent communication.  But in today's fast paced world so much communication is happening, both online and off line, that it's hard to control it all. A branding strategy helps to focus on all five of the elements needed for good internet public relations.

What is Branding?>>

How does your website affect branding?

So much of our interaction with prospects and customers is online now - emails flying back and forth, email marketing campaigns, online ads and newsletters, pay per click campaigns and website content. 77% of Americans are getting their news and information online. It's more important than ever to make sure you have a cohesive website content strategy behind your online PR, one that will align all your communication and focus your branding efforts. 

More on website content strategy>>

Search  Engine Visibility and Brand Perception

Research shows that 80% of all traffic is coming via the search engines. The best way to increase your search engine visibility is to add good content to your website.  Well written press releases and articles optimized for the search engines add relevance to your website. 

Internet users regard the companies displayed on the first half of the first page of a search result as the major players in that field. A good search result is a powerful online PR and branding tool.  

80% of all the business created by a search goes to number 1, 2 and 3 on the first page of the search results.  Yet few business owners know how to get their sites onto page one - and they don't know what their best key phrase is.

You need to know where your market is online, what they are searching on and how to reach them.  Optimized content on your website, in the news engines and syndicated on other websites boosts your online visibility.

Really Simple Syndication>>

Blogging and search visibility

Millions of people are reading blogs.  A blog (short for web log) can catapult you into the top  ten of the search results for your chosen keywords and phrases.  Writing a blog will position you as an expert and build you a profile as a thought leader in your industry.

More on corporate blogging>>

Read my blog>>

Optimized Press Releases

Another way to increase your search visibility fast is to use the technique of optimizing your press releases.  Recent research revealed that the Internet News Engines are the number one choice for news in the 18 - 54 year old age group. Even loyal newspaper readers now go to the Internet for their news - they read the paper as a leisure activity.

If you want hot prospects who are actively searching for your information, ideas, products or services to read your press releases, they  have to be optimized and on the first page of the News Engine results for your topic.

More on Optimized Press Releases>>

Read our case studies>>

The majority of Americans are online

Your prospective customers, clients, suppliers and employees are checking you out on the Net. Even journalists go to your website before they speak to you.  With over 8 billion web pages on the Internet today, your site must meet their needs - and fast.

If you're not getting results and ROI from your website, go back to square one and create a website content strategy to improve branding:

• Decide what you want from the site
• Focus on the user and their needs
• Make all the content a strong brand enhancer
• Measure, analyze, strategize and optimize
• Make the site meet the needs of your users. 
• Watch your traffic stats - do analysis of the traffic and visitor behavior
• Use this data to tweak your content

Web analytics and online branding are proven business practices that get results.  With information gathered from the site, you can create a strong website content strategy that will raise your conversion rates and ROI.

The Website Content Strategy Workbook >>

Case study – see how branding helped one company in the construction industry turn around after the dot com crash in Silicon Valley.

Falkow Inc Named to Best selling Author Seth Godin's 2004 Bull Market Directory - Guidebook of 500 Innovative Companies and Freelancers

Seth Godin, entrepreneur and author of the best selling book Purple Cow , today announced the inclusion of Falkow Inc, the website performance management strategists, in his 2004 Bull Market Directory, a resource for connecting organizations with some of the world's most creative thinkers.  

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