DD's Ultimate Press Release™

Dooley Direct's success in the web visibility area has been its ability to integrate marketing skills with state-of-the-art technology. Now, DD brings the same combination to a new promotional technique: The Ultimate Press Release.  Simply put, DD's new promotion technique is to electronically distribute a press release that has been optimized to improve visibility both to the news media as well as to individuals via news feeds, news searches, and conventional search engines. (See also press release optimization.)

The impact of one press release can be very significant. Dooley Direct's distribution technique will result in the release being included in Google News and Yahoo News, two of the largest online news sources. In addition, the release will generally be indexed in the major search engines as well, providing yet more exposure.

Media Exposure and Press Coverage. Today, reporters and writers tend to avoid releases "pushed" to them by email or mail - rather, they conduct keyword searches resources like Google News, Yahoo News, and Google Web Search to find both breaking news and background material. A reporter doing a story on identity theft, for example, can do several quick searches on that topic and find recent press releases, the latest stories written by others, as well as background information and company websites.

Feeds and News Readers. A relatively recent phenomenon has been the growth in use of news feeds both on individual desktops and web sites. Many sites offer "headlines" feeds organized by subject; some offer keyword-based feeds. Both media professionals and individuals can keep these feeds active on their personal computers, scanning for stories of interest. In addition, many websites use feeds to offer interesting content to their readers. For example, a computer security website might feature a "Computer Security Headlines" feed as well as a "Current Virus Threats" feed.

What does this mean to the marketer? Quite simply, feeds offer another exposure mechanism for timely information. The Ultimate Press Release will get the firm's information into the most relevant feeds and increase the potential for targeted exposure.

Search Engine Visibility. One of the less obvious benefits of The Ultimate Press Release is that it can create both short term and long term search engine visibility benefits. In the short run, the DD-optimized release will perform well in news search engines like Google News and Yahoo News. The content in news searches turns over rapidly, however, and, the release will be invisible in a month. However, the release is also likely to be indexed by Google, Yahoo, and other search engines and remain in their long term index. This creates another mechanism for searchers to learn about your company. Plus, DD builds links into the release which can drive traffic to targeted pages as well as provide well-documented link benefits for web visibility. DDs years of experience in web marketing and constant research insure effective optimization.

Third Party Sites. Yet another benefit is the possibility that other sites may add the release to their site. (Site owners will sometimes put press releases on their site because they are trying to add content to their site and the release is on a relevant topic.) When this happens, still more benefits accrue to the company issuing the release. They create additional avenues to find the site, additional ways to appear in search results, and additional inbound links to their site.)

Compelling AND Optimized Copy. There is an inevitable conflict between clever advertising and search optimization. A "teaser" headline may intrigue a human reader, but be a total failure from a search engine standpoint. DD combines technical expertise with marketing savvy to create balanced copy that will be well-indexed by search engines and will appeal to readers, too.

Contact Dooley Direct now to learn more about how cost-effective press releases can create media attention and web site traffic!