Too much jargon
That idea worried me. To be more specific, the possibility of too much search engine optimization (SEO) in news releases further devaluing the tactic worried me.
The problem: I often hear that we should be inserting keywords into our news releases so that they rank highly in search engines for those keywords.
That sounds great in principle, right?
Right up front: I like the concept of the social media release. I’ve issued them, I worked on moving government news releases towards that format, and I’m a member of the Social Media Release Working Group (although that seems to have gone quiet recently… Bueller?).
My problem with this, as with many SEO principles in general, is that people will take it to an extreme. They’ll follow the advice like sheep and will force inappropriate keywords (read: jargon) into their writing, and their products (and clients) will suffer.
Sure, these releases may rank highly for some words but so what? People arrive, see a poorly written release or page, fail to find what they want and leave. It’s a cheap tactic – one that’s no better than spamming people with emails. That’s why I heard a well-known marketing personality refer to a recent SEO conference as “the underbelly of marketing.”
Just write well
Why not just make sure that your release is relevant, well-written and on-topic? A well written release will have plenty of the important words in there as a natural result. With a little extra attention you can optimize your release without compromising its quality.
I don’t want to read a news release front-loaded with every possible keyword under the sun. I want to read about the news.
The problem is bad enough for regular websites, but it’s doubly serious for news releases. News releases as a tactic already have a bad rap after years of abuse by poorly trained or lazy public relations practitioners. We don’t need yet another reason for people to hate them.
Am I being overly cynical in thinking that people will jump on the extreme SEO bandwagon with news releases? Unfortunately, I don’t think so. Look at the trends:
- Despite the protests of journalists and bloggers alike, companies continue to churn out bad news releases.
- Clueless PR agencies (or poorly trained PR practitioners) continue to spam people, giving PR people a bad name despite others’ best efforts.
I don’t see the trend changing. As online news releases take off (even more likely given the recent SEC decision), I expect to see even more releases full of jargon. I expect those of us working at more enlightened firms to watch in dismay as the trend continues.
Are SEO-optimized releases a bad thing? No. Of course not. You want people to find your announcements. That’s half of the benefit of online news releases. I appreciate the benefits of genuine, well implemented SEO.
My fear is that, as in the past, poorly trained or careless people will take a good idea way too far. We’ll see even more releases loaded-up with popular keywords and we’ll all get dragged through the muck as a result.
The only solution I see (apart from the trend reversing, of course) is for agencies and corporations to train their PR people well so they don’t think this is a good idea. Will that happen? Again, history shows mixed results.
What do you think?