- Accurately reflect how people talk & search (natural language)
- Face little competition from other keywords
Once you’ve decided on your keywords, strategically incorporate them into your news release (see the Edelman position paper for tips on how to do so).
- Your revised & optimized news release with the keywords highlighted in bold print
- A short paper listing the keywords/keyword phrases you decided on and explaining why you chose them and how they fit the 2 keyword requirements outlined above. Include screenshots of the visuals generated by tools such as Google Insights to back up your argument.
- A Twitter pitch for your news release of no more than 140 characters. Use a separate page for this pitch. Your pitch should incorporate at least one of your keywords. Since this is not an official SEU news release, do not send it out over Twitter. For tips on writing effective Twitter copy, check out this example.
Your optimized news release will be evaluated based on the following criteria:
- Quality of the writing (10 pts.)
- Properly optimized
- Keywords incorporated into headline (10 pts.)
- Keywords incorporated into body (10 pts.)
- Keywords bolded (only bolded words will be considered) (10 pts.)
- Quality of the paper
- Lists keywords (10 pts.)
- Provides rationale for choice of keywords (10 pts.)
- Explains how keywords fit reqs (natural language & competition) (10 pts.)
- Provides screenshots to back up rationale (10 pts.)
- Twitter pitch
- Within the 140 character limit (10 pts.)
- Incorporates keyword(s) (10 pts.)