PR Marketing for small business

PR Marketing for small business

PR and marketing are two different disciplines. The main difference between the two disciplines is that PR is more awareness-oriented and lower-cost, while marketing is more ROI-driven. Both are crucial for the success of a business, but if they work in concert, the results can be spectacular. Listed below are the key differences between PR and marketing. Let’s take a closer look at each. The goal of PR is to get its client in the media, but in order to do that, it must be integrated with the other departments.

The success of PR and marketing depends on building a list of target contacts. The list should include influential bloggers and industry experts. It also includes traditional media and journalists. You can find your list using social media, Buzzsumo, and Socialbakers. By contacting them, you can respond to media inquiries and offer your expert opinion about news topics. PR is all about building relationships and engaging in online discussions. For example, you can participate in discussion forums such as Quora.

Besides a press release, you should include rich media. Images, videos, and infographics should be included, as these will be indexed by search engines. If your press release is published on a website, it should have descriptive captions and alt tags. If your content is for a blog, consider sharing it with relevant industry influencers. This can boost your SEO efforts, while allowing other people to share it. Moreover, a blog can be used to offer more in-depth information.

Reno SEO, Marketing & Web Design
450 Sinclair St, Reno, NV 89501
(775) 870-0488




This new search engine results page (serp), known as a blended search result, has made traditional SEO efforts more important than ever for any business aiming to benefit from the ever-expanding market of online search.

Blended Search Result (left) versus “pure” or “7-Pack” result (right)

David Mihm’s 2011 Local Searching Ranking Factors report was published Friday, proving only that Google’s local results change more than Roger Ebert’s twitter status. More than Charlie Sheen goes through girlfriends. Faster than Ashton Kutcher can destroy Two and a Half Men. Even faster than Apple releases new junk to clean out my wallet. You get the idea. One of Google’s most dramatic adjustments transformed the “pure” local search result, otherwise known as the “7-pack,” by weighing SEO elements of business websites into corresponding search results, putting an end to any local SEO strategies focusing only on Google Places. This new search engine results page (serp), known as a blended search result, has made traditional SEO efforts more important than ever for any business aiming to benefit from the ever-expanding market of online search.

David Mihm’s report includes charts, graphs, unicorns, and everything else you could possibly imagine, all beautifully organized and illustrated, so I will only include some of the most important findings here. I’ll also emphasize what I’ve found to be most important in my own experience this year.

Top Ten Factors in Google Places Search Results

  1. Physical Address in City of Search
  2. Manually Owner-verified Place Page
  3. Proper Category Associations
  4. Volume of Traditional Structured Citations (IYPs, Data Aggregators)
  5. Crawlable Address Matching Place Page Address
  6. PageRank/Authority of Website Homepage/Highest Ranked Page
  7. Quality of Inbound Links to Website
  8. Crawlable Phone Number Matching Place Page Phone Number
  9. Local Area Code on Place Page
  10. City, State in Places Landing Page Title

Hold on a second! What hasn’t changed?

The basics of local search remain the same to a large extent. It’s still important to have your business’s physical address in the city where the search occurs, and there’s nothing easier, or more beneficial, than simply claiming your listing in Google Places. The significance of choosing proper categories* hasn’t changed either – if your business doesn’t have well-chosen categories, it’s probably not going to appear in related search queries. Acquiring citations from a slew of business directories (Internet Yellow Pages, Yelp, Kudzu, MerchantCircle, etc.) still remains highly important.

But you said local results have changed!

Though many searches continue to yield a “pure” result or “7-pack,” blended search results are responsible for the majority of changes in importance of ranking factors. PageRank/Homepage Authority has become much more significant in local search over the last year, meaning that a business can no longer rely solely on the strength of their Google Places page to rank well – at least not for blended search results. It also means that it is vital for Google to recognize your business website within your Places page. Your website should be one of your first citations, as shown below.

Business Website Citation for Surratt Law Practice of Reno, Nevada

If Places doesn’t recognize your website, chances are you aren’t benefiting from optimizing your site, and your business is not going to show up in any blended search results. Doh!

Name, Address, Phone Number (NAP)

NAP Consistency is the key to happy search.

A missing connection between your website and Places page could also mean your business has some inconsistencies in Name/Address/Phone Number (NAP) across the web. NAP consistency is crucial — it shows Google that your business is not only legitimate, but is also a valuable asset to its users, making it more likely that your page will rank well. Ensure your business name, address, and phone number are identical across all platforms. If your official business name has “,LLC.” in it, it should be “,LLC.” everywhere. If your office is in a suite, decide whether your address will be written as  “Suite#” or “Ste#,” and stick to it. Format your NAP as consistently as possible on every print ad, website, press release, and publication. It’s not only great for your brand, it’s great for your SEO. Consistency makes the crawlers happy.

NAP consistency includes avoiding duplicate Places listings, which can cause citations to be assigned to a listing you aren’t optimizing. It takes weeks to months to have this corrected, if Google gets to it at all. Avoid the whole mess by having only ONE Places listing for your business. This is especially true for doctors and lawyers, who are often incorrectly advised by SEO consultants and marketing companies to create Places listings for every physician or attorney in the office. Don’t do it!

Links, Links, Links.

Of course, blended search results have also made it that much more important to acquire meaningful inbound links to your business’s website. As Andrew Shotland of Local SEO Guide says, “no linky, no ranky.” Not sure how to do this? Start a marketing alliance in your city. Write a guest blog post. Write a press release. Connect with your industry and your community in a way that gets your business noticed. Don’t resort to blackhat techniques that will not only get your website penalized, but will also hurt your brand.


Last thing, and it’s true no matter how Google changes. To business owners looking for an SEO consultant: read Google’s quality guidelines. Though 2011 has proven to be a year of tremendous development for Google and local search results, spammers continue to rampantly exploit the system. While this may be beneficial in the short-term, it almost guarantees your business website will be penalized or de-listed altogether at some point in the future.

Whether you’re doing your own local SEO or hiring a consultant, make sure you know nothing is going to cause your business to be penalized or de-indexed. Local SEO may still be rife with blackhat techniques and spammers, but long-term success requires adherence to Google’s rules.

TL;DR (too long; didn’t read)

  1. Optimize your website for products/locations, etc. Geographic keywords are good on your website.
  2. Choose smart categories for your business in Places. Don’t stuff them, or spam geo-keywords.
  3. Make sure your website is a citation in your Google Places page.
  4. Keep your NAP consistent across all directories and websites, especially your own.
  5. Acquire as many meaningful links as possible through doing cool stuff.
  6. If you haven’t already, start getting some positive reviews from your customers.
  7. Read Google’s Quality Guidelines.


*If you’re confused about where to start in picking categories that will yield search impressions, and ultimately turn impressions into clicks and then transactions, try using Google Keyword Tools. Seek out keywords that are heavily searched but are also less competitive seacrh terms. This will increase your chances of ranking in the first page of Places quickly for certain search queries, rather than slogging your way up toward queries you may not compete in for several months. For instance, “san diego personal injury attorney” is highly competitive, but “san diego car accident lawyer,” is a little easier of a search query to place in.


Making Google gobble up your content and spit it back out into search engine results pages doesn’t have to be difficult.

Writing a fantastic, compelling blog post chock full of useful information can do wonders for your website traffic. But if you don’t market your blog in any way, few people are going to be able to find it, and almost no one is going to read the gem you just spent five hours writing. That said, making Google gobble up your content and spit it back out into search engine results pages (serps) doesn’t have to be difficult. I’m going to provide the basic framework of simple on-page optimization you can employ to ensure Google gets its hands on your WordPress blog.

While there are numerous blogging platforms that work well for search engine optimization purposes, WordPress is arguably the easiest, and it’s what I use for most of my clients, as well as my own website. Before getting started on your optimization journey, I suggest installing an SEO add-on. I use All-In-One-SEO-Pack. It has great setup/customization features, and is very simple to use.

Custom Page Title (Title Tags) Blog title tag displayed in Google SERP

Page Titles (title tags) are your bread and butter. Not only is your page title important in serp rankings, it’s a key selling point for people to click on your website. If you have an unappealing or “spammy” page title, chances are you won’t get many clicks even if you do rank well in certain searches. At the same time, you don’t want your title to be so vague that no one will ever find it. So if you’re a financial planner in Reno writing a blog entry about asset protection trusts, don’t make your page title simply “Asset Protection Trusts.” Include a location: “Nevada Asset Protection Trust” as well as the name of your trust company.

The default title tag on WordPress is usually the post entry title and the official blog name title. Using All-In-One-SEO-Pack, you can add custom entries for the page title. I almost always change it at least slightly to include other targeted keywords. Utilize Google AdWords Keyword Tool to find highly-searched terms that are relevant to your particular blog entry, but are not so competitive that you have no chance of ranking well in those searches. Most search engines only display the first 60 characters of a page title, but Google has started going up to 70 characters. I still try to keep it below 60, or right at 60 characters.

H1 Text (Heading 1)

The title of an individual blog entry is a page’s H1 text by default on WordPress. As H1 text is one of several on-page elements central to what Google uses to determine what a webpage is all about, your H1 text should most importantly do two things:

  1. Inform your readers of what you’re going to be talking (writing) about.
  2. Inform crawlers what your blog entry is about without spamming them.

It’s important write one keyword rich H1, but also not over-do it to the point that it’s obvious to your viewers. If it’s awkward for you to read out loud, it may not be the best choice in heading text. That said, inserting specifically targeted keywords when appropriate will make a big difference in how an individual blog post is going to pull up in search engine results pages. Again, you want to strike a balance between being too “spammy” and being too vague. Targeted H1′s are also a great way to rank for long-tail keyword searches since they can be a lot longer than title tags. So if you’re a startup that creates mobile apps for events, don’t make your H1 tag something completely unrelated or a spam-laden tag — use something like “Finally, Event Apps People Actually Love.”

Meta Descriptions

For Meta Descriptions, start off with your most significant keywords. Don’t exceed 155-159 characters. Meta Descriptions aren’t a part of Google’s ranking algorithm, but they are still very important, as the snippet you write is what appears on search results pages. The keywords that are used in an individual search are put in bold text within the meta description too, so this increases likelihood that someone will click the page.

As far as writing descriptions go, they doesn’t require perfect grammar. Targeted sentence fragments are fine. If you’re pressed for time you don’t absolutely *have* to write a meta description. Google will generally auto-generate a meta description from text on the page, but if you want to ensure you have control of what is pulling up on the search engines result page, then it’s a good idea. It’s more important to have meta descriptions for static pages like an About/FAQ/Homepage than it is a text-rich blog post, but I still like to write them.

URL Customization

WordPress allows us to easily edit the URLs of blog post entries. By default they’re some version of your blog post title, so you may not always need to change it. That said, the URL is always a good place to have keywords in, but don’t make it so long it becomes tedious. Make sure hyphens separate every word. It may not dramatically affect your ranking, but optimizing as many on-page elements as possible will add up.

Anchor Text

Anchor text is the text used in a link; e.g., Reno web design. Having good anchor text is extremely important. It becomes even more effective when you’re getting more back-links, and other websites start quoting your blog posts. Generally, they’ll keep your anchor text. If they don’t, it’s never a bad idea to e-mail whoever is giving you the link and politely ask if they can change around the anchor text to be more beneficial for you. If their website is willing to give you a link, they’re probably willing to help out your search engine optimization efforts. Google uses anchor text (with the link of the website it’s pointing to) to determine what is important on a website, so if you have something like “search engine optimization in Reno, Nevada” in anchor text, the crawlers notice this. Never waste a good back-link with anchor text such as “click here” or “blog.” In a nut shell, anchor text in links pointed to you will be associated with your website, and you’ll start ranking better for those keywords.

TL;DR (Too Long; Didn’t Read)

  1. Write well-researched, custom title tags using an SEO add-on. No more than 60 characters.
  2. Write well-researched H1 text, and make sure you only use one H1 per page.
  3. Make sure your URLs are keyword rich without being too long.
  4. Write effective Meta Descriptions. No more than 160 characters.
  5. Use anchor text to your advantage. No “click here” or “blog”.

Use keywords you can realistically rank well in now, but also include some “dream keywords” so when your website does grow in overall authority, your site will improve in those really competitive terms too.

Google Places Marketing


Though third party citations have vanished from the Google Places interface, adding your business to directories is still vital for ranking well in local search results.

While third party citations may have disappeared from the interface on Google Places listings, they are still an incredibly important ranking factor in local searches. Building links through business directories and IYP’s is key to legitimizing your business, establishing a sort of trust from Google, which will eventually reflect positively in search results. As I’ve stated before, NAP (Name/Address/Phone) consistency is an important element when adding your business to directories, so keep that in mind when adding your business to directories.

Hubspot released an extremely helpful list of 50 local business directories (most of which have ‘free’ options), allowing you to establish a greater web presence for your local business.

1. Google
2. Bing
3. Yahoo!
4. Yelp
5. Merchant Circle
6. LinkedIn
9. Whitepages
10. Supermedia
11. Yellowbook
12. CitySearch
13. Mapquest
14. Biznik
16. Foursquare
17. ThinkLocal
18. CitySlick
19. USYellowPages
20. MyCity
22. Dex
24. TeleAtlas
25. Justclicklocal
26. Discover our Town
27. Metrobot
28. Best Deals on
29. twibs
30. LocalEze
31. Kudzu
32. CityVoter
33. Manta
34. Zipweb
35. MatchPoint
37. Local Site submit
38. InfoUSA
39. Axciom
40. Infignos
41. Yellowassistance
42. Myhuckleberry
43. Genieknows
44. MojoPages
45. Brownbook
46. Magic Yellow
47. CitySquares
48. TeleAtlas
49. Navteq GPS
50. Judysbook

To find more specified citations for a particular industry, check out WhiteSpark Local Citation Finder, an invaluable tool for increasing citations.


SEO companies that send your business unsolicited e-mails about the quality of your website are more than likely lying to you! Run!

From a business owner’s perspective, hiring an internet marketing consultant can be overwhelming. The industry is inundated with jargon — search engine optimization, search engine marketing, local search engine optimization, Pay-Per-Click (PPC), H1 tags, title tags, meta descriptions, 301 redirects — the list goes on. Just figuring out which type of search-aid your business needs can be difficult in itself.

Finding the right search engine optimization specialist in Reno, Nevada can make this task much easier, and the guys at Google have laid out some guidelines on what criteria to look for, as well as some things that should send you running the other direction. Here are suggested questions from Google to ask before hiring an SEO:

  • Can you show me examples of your previous work and share some success stories?
  • Do you follow the Google Webmaster Guidelines?
  • Do you offer any online marketing services or advice to complement your organic search business?
  • What kind of results do you expect to see, and in what timeframe? How do you measure your success?
  • What’s your experience in my industry?
  • What’s your experience in my country/city?
  • What are your most important SEO techniques?
  • How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?

Any reasonable internet marketing company or SEO specialist should be able to answer all of these questions without issue. Absolute transparency in all search engine optimization methods used is key – if the SEO agency you hire uses “blackhat” techniques, your business’s website may be penalized in search rankings, or, in more serious cases, de-indexed (removed) from Google altogether. Just look at what happened to JC Penney.

So, what things should you watch out for?

  • Unsolicited e-mails, cold calls, and general “spam” from SEO companies.

It’s not uncommon for me to receive an e-mail starting:

Dear Whitefield Group,
I visited your website and noticed that you are not listed in any of the major search engines…

I wouldn’t recommend hiring any SEO company that is sending you unsolicited messages about the quality of your website – they’re nothing more than junk, and completely untrue nine times out of ten.

Another extremely important issue to watch for:

  • No one can guarantee a #1 ranking on Google.

If your business encounters an SEO company guaranteeing a #1 ranking for XZY keywords, the meeting should be over. There are far too many variables to guarantee #1 results in a given search area. SEO’s that do this are generally the ones most likely to violate other Google Webmaster Guidelines, and will not have the long-term interest of your local Reno business in mind.

Google also recommends that you avoid an SEO if they engage in any of the following practices:

  • owns shadow domains
  • puts links to their other clients on doorway pages
  • offers to sell keywords in the address bar
  • doesn’t distinguish between actual search results and ads that appear on search results pages
  • guarantees ranking, but only on obscure, long keyword phrases you would get anyway
  • operates with multiple aliases or falsified WHOIS info
  • gets traffic from “fake” search engines, spyware, or scumware
  • has had domains removed from Google’s index or is not itself listed in Google

If your Reno, Nevada business is looking to increase its web presence, call or text anytime. I’ll analyze your website for free and let you know what you can do to improve your search rankings, as well as answer any questions about search engine optimization you may

PR Marketing for small business

Reno best PR marketing experts

The best PR marketing experts in Reno are those who have a proven track record of success. They are able to do this by understanding the needs of their clients and providing them with the best possible solutions.

The best PR marketing experts in Reno are those who have a proven track record of success. They are able to do this by understanding the needs of their clients and providing them with the best possible solutions.

as featured on Reno

PR firms are the best marketing experts in Reno. They have the experience and expertise to help you reach your goals.

PR firms are a great way to get your message out there. They can help you with anything from social media campaigns to crisis management.

The best PR marketing expert in Reno is a company that can provide you with the best services for your business. They should be able to provide you with the best marketing strategies and campaigns that will help your business grow.

If you are looking for a PR firm in Reno, then you should look for one that has experience in the industry. You should also look for one that has a good reputation and can give you the best service.

Reno SEO, Marketing & Web Design
450 Sinclair St, Reno, NV 89501
(775) 870-0488