Tips To Optimize Your Press Release

Marketing professionals continue to observe the exodus of advertising dollars marching from traditional venues to online marketing. What’s easily overlooked amidst the bedlam is that not all past promotional techniques have consequently become extinct; on the contrary, press releases are as essential to a company’s prosperity as 10 or 20 years ago. Putting newsworthy information in the hands of journalists and industry professionals is still vital to shaping public perception, but what has evolved is the role of press releases in the digital age.

The internet is generally viewed from two conflicting perspectives – either as a gateway to an endless wealth of information, or as a data wasteland where proven facts go to perish. No matter which opinion you subscribe to, search engine optimization for press releases can ensure valuable company information reaches the intended audience. Performing SEO due diligence prior to submitting press releases to online PR hubs will enhance the likelihood your targeted audience finds it amongst the thousands of competing releases.

Here are 5 easy tips for optimizing press releases, bolstering your chances of being found in the online marketing jungle, and finding new customers online.

1.    Research and Use Keywords
Diligent keyword research is the most crucial aspect of the SEO process, because increasing visibility of press releases is all for not if you aren’t being found for the right things and by the right people. Thus, if the release is about a new SEO technique that can quickly increase web traffic, it’s imperative you include related keywords in both the title and content. The title is especially important, as it will attract your target audience and divert unconcerned readers.

2.    Write Search Engine and Reader Friendly Content
“Content is King.” It’s a trite phrase that continues to hold true since search engines (as well as readers) absolutely love content. Writing optimized press releases isn’t a call to abandon traditional writing techniques; it’s simply adding keywords and phrases to garner improved organic search results. If done in moderation, readability won’t suffer and your main audience – the readers – won’t be overwhelmed or annoyed. Bottom line, write for your audience but don’t ignore the keywords and phrases they might be using to find your content.

3.    Insert Keyword Rich Anchor Text
Once you establish a list of keywords and sprinkle them moderately throughout the headline and content, it’s time to place strategic anchor text links directing readers to your web site. Inserting a link in a targeted keyword or phrase simultaneously accomplishes two things: 1) It provides a valuable link back to your site 2) Improves your organic search results for that keyword or phrase.

4.    Be Newsworthy
A press release notifies the public about company achievements and breakthroughs, but be wary that pushing too many releases can cause more harm than good if readers recognize the majority of your releases contain nothing of value. Congesting PR sites ultimately benefits no one, so it’s important to be prudent and submit press releases only when the content is truly newsworthy.

5.    Disseminate Your Press Release via PR Wires
Now that your press release is optimized, consider which distribution wires can achieve your primary goals. PR distribution sites are valuable resources, yet important options distinguish each from the others. Thus, ask yourself these questions before selecting one: What is your budget? Who is your audience? Are you more concerned with garnering links or simply having your release read? Is audience size or commonality more important? Do I want news media or potential clients to read the actual release?

The most commonly used sites are Business Wire, Market Wire, PrimeNewswire, PR Newswire, PRWeb, PRLeap, PRLog and PR.com. Depending on how you answered the questions above, some of these sites will prove more advantageous than others. Some are free, some cost money. Some offer links, others do not. Some target only news media, others a more diverse audience. So look around and decide which one best accommodates your promotional needs before submitting your press release for mass dissemination.