Samuelson Communications » Optimizing your press releases for SEO Samuelson Communications » Optimizing your press releases for SEO Samuelson Communications » Optimizing your press releases for SEO

Tips, musings and interesting tidbits...

Optimizing your press releases for SEO

key wordsBack in the day, press releases used to go exclusively to the media.  We PR professionals used to write them, post them on the wire and send them out to our databases. An editor would then determine whether it was worthy of their attention. That’s still how it works, but a press release is so much more these days. Not only are they read by your customers and anyone with access to the Internet, but they are also a great tool for  increasing rankings in search engines.

The elements of a good press release remain the same: use the inverted pyramid style; write a strong headline and lead paragraph; cover the five Ws—who, what, where, when, and why—in the first or second paragraph; avoid jargon, buzz words and hype.  See my earlier post about taking  a buzz saw to the buzz words. Oh yeah, and make sure you actually have something newsworthy to announce!

But what’s new is that you need to think about optimizing your releases for search engines. What does this mean? Make sure your releases are full of keyword-rich copy. Think carefully about what the pertinent keywords should be; the ones that would be commonly used by your customers to search for your product or service, not just the ones your industry uses to talk about itself. Need help figuring them out? Use Google AdWords for ideas. Try to use the keywords in your headline and in the first 50 words of the release.

Other tips:

  • Integrate anchor text hyperlinks within the body copy of the press release.
  • Post the press release to a news area on your site. This will create an additional page the search engines can crawl, index and perhaps show in search engine results.
  • Watch the length of your release. Some news search engines will not recognize a press release that is longer than 1,000 words or less than 200 words. Additionally, the longer your press release, the less keyword density it will have.

However, above all make sure your release reads well. Just like writing web copy it’s always a balancing act between pleasing the search engine Gods and pleasing your audience. Don’t stuff your copy with keywords to the point where you turn off your readers and customers.

For more tips check out the great resources that PRWeb offers.

Leave a Reply

Your email address will not be published. Required fields are marked *

Filed under: Public relations