We empower our clients so they can continue an effective promotional campaign after our assignment is complete.
At Cut-It-Out Communications, we hold the #1 Google ranking for the keyword "Westchester County Public Relations," an achievement we have maintained since 2008 in a highly competitive field. Keeping this ranking involves staying up-to-date with the latest online developments, learning we diligently pursue and share with our clients. At Cut-It-Out Communications, our philosophy involves empowering our clients so they can continue an effective promotional campaign after our assignment is complete.
Moreover, our initial background in traditional public relations means we know how to write and pitch editors to create an integrated communications campaign. Reaching as wide an audience as possible while simultaneously maintaining a focus on your prospects often encompasses printed bylined articles in your industry's trade magazines or something as plebian as a tri-fold brochure.
Our President, Willy Gissen, published a monthly column on public relations and marketing in the Westchester/Fairfield County Business Journal. He has also been interviewed on WVOX-AM, and published in Westchester Commerce, HV Biz and The Journal News. He is certified in advanced search engine marketing and local search.
Improve your ranking by supplementing inbound links with video, rich snippets and social media.
Everyone knows about the effect of inbound links on search engine rankings. We delve into more recent developments as well. One of these involves video optimization as YouTube has become a focus of website authority. By using screen capture software such as Camtasia, you can easily create instructional videos without the intrusion of a web camera. We will show you how to improve the power of your video links, both by embedding videos on web pages and posting them on YouTube. Since YouTube was purchased by Google, it could become even more important in determining search engine rankings in the future.
Another advanced topic in search engine optimization involves the creation of rich snippets through languages such as schema.org. Rich snippets help search engines to interpret your site, and they can also be used to ensure your photo appears on the search engine results pages, increasing your click-through rate and affecting your ranking in the future.
And social media, once a totally distinct online phenomenon, is now being factored into search engine ranking decisions, so if you've been negligent in this area, it's time to ramp up here as well. We encourage the use of platforms such as Hootsuite so you can schedule posts to the major social media sites in an efficient manner.
Of course, each client has achieved a unique level of development in SEO and social media. So we will start by providing a free diagnosis of your online visibility and website authority, looking at factors such as the text-to-coding ratio, the density of your keywords and the proper use of meta tags. We will also determine if you are using geotagging, Dublin Core and other less frequently used elements to give you an edge over your competitors. And we will empower you by showing how to use SEO toolbars to evaluate any site you navigate.
Don't get branded as a spammer!
Long-standing promotional techniques may be counterproductive when applied to the online arena, and this concept can be best understood by explaining the difference between inbound and outbound marketing. Outbound marketing, the traditional form of promotion, can be compared to standing on a street corner with a bullhorn. You are sending out information through press releases, direct mail, etc.
The problem with applying this strategy online occurs because outbound marketing can be viewed as spam and may even be counterproductive. When online, you want your prospects to find you. Achieving this goal can be accomplished through inbound marketing using techniques such as search engine optimization (SEO).
Moreover, you want to attract prospects after they have completed their initial research, when they are actually ready to buy. The keywords used at this stage could differ from the keywords used with only an elemental understanding of your product.
Our County is a special place!
We focus our public relations and online visibility in this County because we want to make it a better place to live. If your product or services can help people or make life easier for our residents, we want to promote it.
Sometimes though, promoting and increasing visibility here involves more than public relations for profit-making enterprises. That's why we incorporated our experience in Westchester County politics and grantwriting into our business model. These fields were chosen because they provided a way to give back to the community through a natural extension of our President's skills. Visit our web pages on politics and grantwriting for more details about what Cut-It-Out offers in these fields.
Cut-It-Out Communications is also a proud member of the Business Council of Westchester, the largest professional organization in the County. Our President appeared on Marsha Gordon's radio show, "Westchester Means Business," on WVOX-AM (see radio interviews).
Why search engine optimization is a natural fit for public relations agencies.
With training as a traditional public relations firm, Cut-It-Out Communications has adapted based on client demand to cover several cross-disciplinary fields, especially search engine optimization (SEO). SEO is a natural fit for an online public relations firms because it relies on the creation of valuable and original content. Whether that content involves contributions to a blog, the distribution of online press releases or the creation of YouTube videos, Google is always looking for and rewarding fresh materials with higher search engine rankings. Cut-It-Out Communications has also explored other more technical methods to improve search engine rankings as Google claims to use more than 200 signals to determine the rankings in its search engine results pages (SERPs).
NB: Cut-It-Out Communications only uses white-hat SEO techniques. You will not need to worry about penalties from changes in the Google algorithm as we provide valuable and original vendor-neutral content, always a key goal for Google.
We treat your company like a growing child.
Every client is unique and at a different level of development. Some need more fundamental written collateral such as a tri-fold brochure while others have already applied a variety of marketing techniques and just require a more integrated approach. Cut-It-Out Communications can conduct a free consultation to analyze your company's needs and will suggest a preliminary timeline for the first month in tandem with our proposal.
A company is only as strong as its weakest link, and our public relations experience in a number of different industries helps us to determine what your organization really needs. Moreover, we invariably test new techniques on our own business first to determine their effectiveness. And clients also provide a learning experience as we collaborate and incorporate their promotional techniques both with our own company and other organizations.
Because background matters. Our President went to Harvard and is always striving for the best.
Founded more than a decade ago, our company was originally incorporated as Cut-It-Out Editing to provide writing skills for the Westchester community. And writing still remains fundamental to everything we do. We continue to offer and provide copywriting services for a wide variety of purposes. For example, we served as a key editor for the recent book by a Westchester radio celebrity, Bill O'Shaughnessy of WVOX-AM, and we wrote a grant presented at the Clinton Global Initiative.
However, we soon found our public relations skills in demand by a wide variety of prospects. And our company focused exclusively on this field for several years.
The next inflection point came shortly after the launch of our current website. The online revolution affected PR as much or more than any other field, primarily because of the confluence of the need for original written content. As we drafted web pages and expanded our new site, we could see its effect on our search engine ranking and quickly realized we could professionally provide these same services for other organizations as well.
We started out by drafting online press releases and corporate blogs for our clients but quickly expanded our capabilities to the more technical aspects of SEO as well. Our transition to the online world was complete.
Vendor-neutral material on this site about creating a blog, starting an e-newsletter and improving your ranking
This site is chock full of vendor-neutral information for prospective clients and casual visitors alike. But since the amount of content can quickly become overwhelming, we have provided this section to assist your navigation.
For those searching for vendor-neutral background information on public relations and business development, our media room is the place to start. Instructional articles and explanatory videos are clearly listed on the left-side navigation bar. This vendor-neutral content is suitable for nearly any organization interested in exploring online opportunities.
Company capabilities are listed in the second row of the top navigation bar with pages on public relations, politics, interactive and grantwriting. A full biography of our President is available via the "About" page, and a company portfolio can be found via the page titled, "Our Work."
Great care has been taken to provide useful and accurate information on this site as we continually strive to empower our clients and visitors alike. When we work together, we do exactly that, and you will understand our processes and their impact on your bottom line.