Sword and the Script

Google to Clamp Down on Press Release Anchor Text



by Frank Strong

Google to Clamp Down on Press Releases Anchor Text

Google no like anchor text in press releases (and Google has big teeth even it’s arms do look funny).

It’s been time honored advice for the better part of a decade, and maybe a little longer.  A staple of press releases in the modern media age is to hyperlink key words in the body of the release, otherwise known as optimized anchor text.

That is until now.

On Friday, Search Engine Land reported Google was cracking down on guest posts, advertorials and press releases. That the search giant has bucketed these three items together is not accidental.

This is one of the big changes that may have not been so clear for many webmasters. Google said, “links with optimized anchor text in articles or press releases distributed on other sites,” is an example of an unnatural link that violate their guidelines. The key are the examples given and the phrase “distributed on other sites.” If you are publishing a press release or an article on your site and distribute it through a wire or through an article site, you must make sure to nofollow the links if those links are “optimized anchor text.”

Here’s how you create a nofollow link. Read More…

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10 Unconventional and Creative Ways to Find a PR Job


creative job search ideas

In searching for a PR job, I bid on PPC ads for search quires that included PR firm brand names in the Raleigh-Durham area.

by Frank Strong

Finding an employment is a bit like money — it takes employment to find employment.

There’s a theory in PR employment that I’ve observed on both sides of the table as both a job seeker, and a hiring manger:  the good PR people already have jobs.  To find talent, employers have to poach from existing employers.

With unemployment hovering at just below 8 percent, overcoming this preconceived notion is yet another challenge.  But wait, there’s more: the deluge of resumes.  Hiring managers are simply overwhelmed with the sheer volume of applicants. If an application gets a look, it’s only cursory with the reviewer specifically looking for an excuse to toss a resume into the recycle bin.

As PR pros, we have skill set we can put to work on our own behalf: to break through the clutter, we have to run a marketing campaign on ourselves. Recently, I was looking for work, and while I have found gainful employment in a relatively short period of time, I’ve learned quite a bit along the way.

I wish I could say this was a well-thought out plan, but it wasn’t, it was an evolution — trial and error — and so this list is sequential: Read More…

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Six Creative Ideas for Blog Posts


Six creative blog posts ideas

The world is brimming with creative ideas.

by Frank Strong

The only thing boring about content may well be the creator.

That was the message in a post on Copyblogger with a subtitle that read, “There are no boring topics, only boring content creators.” Author Pratik Dholakiya next tackles the challenge of making coffee cups interesting.

It’s an idea reflective of Malcom Gladwell’s work, who is a prolific writer with the hairstyle of a genius. In his book, What the Dog Saw, Gladwell says the role of a gifted writer, or more specifically, a journalist, is to breath life into a topic and in essence  make the uninteresting…interesting. Read More…

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6 Creative PR Ideas for Blended Media


6 Creative PR Ideas for Blended Media

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by Frank Strong

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” -Darwin 

In marketing and public relations, creativity is often more art than science. One way to get ideas is to keep an eye out for them. They say it takes money to make money, and in many ways, ideas work the same way: good ideas lead to more good ideas.

Below are six creative PR ideas, and the one aspect I’d like to highlight, is that almost all of these incorporate a blend of media.  Even as the distinction between marketing and PR has grown blurry, so too has the distinction between paid and earned media.

These ideas incorporate paid media (advertising), with shared media (social), to produce earned media (traditionally, PR). One or two of these also included owned media (blog or website). These six ideas are outputs — the evidence that silos are breaking and that integrated marketing is more than an (old school) buzzword.  However it’s also changing the environment in ways we might not have anticipated, or even like, but there’s no doubt success will require responsiveness to change. Read More…

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