Zealous Marketing Blog - Strategic Web Estate Development

Zealous Marketing has entered negotiations with Green Leaf Apartments to provide geo-targeted SEO for 6 of their Green Leaf Apartments communities.  Zealous Marketing has started the strategic proposal process by beginning research and development on over 500 keyword phrases and long-tail search terms and is currently providing real-time analytics for geo-targeted search terms and IP targeting.

Green Leaf Partners is a Northern California-based real estate investment firm that specializes in acquiring, repositioning and operating multi-family communities in markets that demonstrate positive growth fundamentals and have a constrained apartment supply. The firm was founded in 2008 as an affiliate of RCMG and K. Wayne Rice and Associates, Inc (KWR). Green Leaf Partners intends to create an investment fund to capitalize on RCMG’s and KWR’s investment opportunities and expertise.

KWR was founded in 1994 by Wayne Rice.  Since then Wayne has successfully acquired approximately 5,000 units and generated an average IRR of 23.5% in markets throughout the country. In 2006, Wayne and the members of his team founded RCMG as an affiliate of KWR with the intention of leveraging KWR’s strategy and track record into larger institutional-type assets. In less than two years RCMG acquired over 1,000 units in markets throughout the country. All of the company’s assets are well positioned to generate attractive returns.

In 2008, the principals of RCMG decided to create a fund to capitalize on an attractive apartment owner’s market that the principals foresee over the next three to five years. Green Leaf Partners aims to brand its apartment assets under a new name -“Green Leaf Apartments” – demonstrating the company’s commitment to sustainable and environmentally-friendly housing. Environmentally friendly practices will help the company gain recognition in the market for its forward -thinking approach to unlocking value in older apartment assets through the addition of select environmentally-friendly upgrades.

Zealous Marketing has been asked to create a strategic web estate development proposal to include geo-targeted SEO as well as becoming dedicated webmasters for all of Green Leaf Apartments projects in the future.   

At long last we have finally acquiesced to the requests from our subscribers and twitter friends to write, “at least the basics of what you do for press release optimization“, so here it goes.

How to Optimize a Press Release

by Joe Perez CEO, Zealous Marketing

• Define your strategy. The first thing you need to ask your self is what’s the purpose of this press release? Is it for links to my website and drive traffic, hoping consumers read it and visitors want to find out more about it, or is it intended to hopefully generate media buzz and spark additional media coverage – with a story the world needs to know. If it is the latter and you are hoping to get the media to follow it and report on your story, then you’ll have to wait just a bit for us to get that “Value-Packed Article Set” on the blog. In this post we’ll be exploring the first one – how to get links to your website and generate pure search traffic from your optimized press release.

• Define your Keywords. The first thing is understanding what your keywords are and being realistic. By realistic, I mean you won’t be able to target keywords like “Cosmetics” if you have a press release on “Designer Fashions for Fall”.  For the example’s sake, your keywords with a headline like that should be “fall fashions” and “fall designer fashions” – but we’ll get to that in a moment. Read, then re-read your press release so you familiarize yourself with the “tone” of the release. Also take note of what appear to be the keywords. Heck, these may not even be the words you want to target at all! That brings us to the next step in stride.

• Structure your press release to include your targeted keywords. For our example we’ll use a sample of the press release optimization we did for Dizzler. If you find your keyword use is lacking, insert them into the story so as not to make it sound corny or like you were TRYING to insert them. For Dizzler, 1 of the 3 kewords we optimized for was “Free Music” -  of which is EXTREMELY competitive (against the likes of Rhapsody, Aol Music etc..). None-the-less, here is the press release before optimization: 

   

  So what we see here is the lack of “free music” anywhere in the first part of the press release. Now this is the VERY important area of your press release.  You’ll want to have one keyword, if not the whole keyword set, in the headline and also in the summary (the “mini headline”).  You also want to include the keyword at least 3-5 times in the press release body itself. Don’t over do it! The rule of thumb here is to have one keyword set text linked per hundred words. Getting to text links… 

• Use Anchor Text Links for your Keywords. Now that you have the keywords ready to insert and you’ve determined it won’t distort the “flow of the storyline”, insert the keywords and anchor link them like this..(never anchor or text link the keyword in the headline)

To insert anchor text is the same thing as hyperlinking. Simply highlight the word (like you would to delete it or format it) and right click the mouse and select hyperlink. Enter your website address or the web page on your website you would like the traffic to go to. For “white hat” sake, PLEASE make sure the website you are linking to is more than relevant for that keyword and not spam. An advanced technique here, and feel free to contact Zealous Marketing directly to expound on this, is to make sure your keyword is in your title tags for your website for OPTIMUM results.

Choose your Distribution and Get It Out! Zealous Marketing recommends PR Web for your distribution (we distribute through PR Web at various levels, depending on our objectives). Also, there are MANY free press release distribution websites and we recommend to use all of them.  Free is free! As a side note, if you are a start-up, we suggest that you ONLY launch your press release on paid channels for your first release. This is a matter of reputation management and an IN-DEPTH discussion and strategy to ensure your brand’s credibility online ( if you would like more info on reputation management please contact us). The first information that you allow to enter cyber-space regarding your company is CRITICAL! A potential client, customer, investor or partner will definitely not feel comfortable in doing business with a company who’s only media is on a FREE website. I mean, would you invest over a thousand dollars with anyone who’s only mentions online are from free websites where anyone can, in effect, post anything they want? OK, getting back on track, if your company is etablished feel free to use the free sites   It will take you HOURS to find, register and submit your press releases to each. Lucky for us, we have a staff that handles that but for the small business owner, we definitely recommend Press Release Point.

These are the VERY BASICS of press release optimization. Perhaps, if time permits between projects, I’ll post the next level of press release optimization that includes how you can time your press release to coincide with the newsletters from various top level corporations that include RSS feeds in their newsletters. This now opens your press release to the entire audience and database of the top level corporations that have hundreds of thousands of newsletters going out! Or, if you just can’t wait for that post and would like a PR consultation, please contact us by clicking here, Contact Zealous Marketing. And as always, please feel free to Register Here and Leave Comments. Your feedback is welcome and greatly appreciated. OR, you can follow the CEO on Twitter. 

PRESS RELEASE OPTIMIZATION UPDATE:

I have found an article to be extremely valuable in your next steps from here. This is a great collection of strategies and, although they can be expounded upon individually, this provides a GREAT reference point for key componants in your PR optimization.  Check out the article by clicking here!

According to Joe Perez, CEO and founder of Zealous Marketing – quite a lot. Web Estate is more malleable and can, with careful strategic planning, be moved, improved, thoroughly researched, and made a lot more valuable in a relatively short period of time.

Perez explains, “Just like real estate, the transition from domain name (or land) through creative website design (phases of construction), SEO (foundation, upgrades and improvements in value) to launching effective internet marketing strategies (interior design and appreciation) a successful web site needs well executed development and construction for reasonable cost versus total value.” As a 12-year marketing veteran,  – and an expert in SEO or Search Engine Optimization – Perez knows how important it is to integrate all of these elements into a seamless strategy for your site. That is why he created Zealous Marketing.

Based in Las Vegas, NV, and specializing in geo-targeted SEO, Zealous Marketing is one of the few companies that guarantees first-place placement for targeted keywords. In other words, if they don’t perform, you don’t pay.

One of Zealous Marketing’s best-known clients, Judy Bachrach, a Vanity Fair contributing editor and founder of thecheckoutline.org , calls Zealous Marketing, “The best online marketing firm I’ve ever come across: Perez and company devote a lot of time and intelligence to planning and strategy, right down to the smallest detail. He’s always willing to help out his clients.”

Zealous Marketing is also one of the rare web site strategy consulting firms that lavishes a lot of time and attention on the needs and ambitions of its clients – well before any plan is devised or executed. In fact, Zealous Marketing and clients are in constant contact. CEO, Joe Perez coolly stated, “We just wouldn’t have it any other way.”

Zealous Marketing – Strategic Web Estate Development.