If you’re from a pure SEO background you might think this question rather redundant and the answer pretty obvious.  Do some Search Term Research (STR), look at your web analytics and see what are your best converting keywords.

That’s all correct, but there’s more to it when you’re choosing keywords from a PR perspective – and the best thing is, because you are getting your news published on external sites, you have more freedom than you have when choosing keywords for your own website.

SEO-PR is as much PR as SEO remember and your online PR campaigns are as much about online reputation management as about generating web rankings.

In practice, there is a heavy-emphasis on Brand keywords in the online PR campaigns we manage.

So the ideal keywords for PR campaigns would score highly for -

  • High search volume + low competitiveness
  • Good conversion level
  • Central to key brand message