Message from Lee Odden of Top Rank Online Marketing to practitioners at the PRSA 2009 International Conference: steal keywords from the marketing team and use them in your press releases, news rooms, blogs and other content properties you develop. 

While marketing has been using principles of search engine optimization, predominantly to build traffic for sales, optimizing news content is the same process, but for a different outcome. Odden’s packed presentation featured 10 ways that public relations professionals can begin optimizing content TODAY.

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