Why and How a Press Release Should be Search Optimized

This article by Hollis originally appeared in DM News’s 2006 Essential Guide to Search Engine Marketing.

On the Internet, press releases can serve a greater purpose than merely conveying your latest news. The process of optimizing your press release for search engines typically makes the release optimized at large, meaning, more likely to be found throughout the Internet. Done well, optimized online press releases can increase search engine rankings, build brand awareness, usurp competition, drive website traffic, and help to save money on PPC campaigns.

Online releases may also hold the key to getting any publicity at all. According to a joint survey conducted by Middleberg/Ross and the Pew Internet & American Life Project, 98% of journalists go online every day and 73% of those do so to search for press releases. If those journalists don’t find your press release because it hasn’t been properly optimized, you’re missing out altogether, so why bother generating press releases in the first place?

Optimizing a press release is not as complicated as it may appear. In the below tips, let’s review best practices by building a sample press release from XYZ Fencing, a fictitious company announcing the formation of a new business division.

1. Be newsworthy! XYZ Fencing chose to launch their new business division because of the persistent problems facing the U.S. government over illegal immigrants crossing over U.S. southern borders.

2. Identify the crucial descriptive keywords for this press release – You will want to use these in the headline and first paragraph for certain. But think like a searcher, not like a brand manager.

3. Craft a descriptive tight headline:

XYZ Fence Company Launches Border Security Fencing Division

4. Follow the fundamental rules of solid press release writing: answer in the first paragraph Who, What, Where, When, Why & How. Avoid hyperbole; stick to the facts.

5. Repeat crucial keywords - no more than 2 – 3 times max in first paragraph using keywords that searchers might use in the headline and first paragraph.

6. Emphasize generic product/service descriptions rather than unknown brand names.

7. Always use the full “http://” in all URLs to ensure a live hyperlink back to your site.(Anywhere, USA) XYZ Fence (http://www.xyzfence.com), the East Coast’s largest commercial fencing manufacturer, announces the formation of a new business division, Border Security Fencing, focused on providing border security and controlled access fencing products to U.S. government contractors and security companies. The new division was created in response to demands created by the illegal immigrants from U.S. southern borders and increased government discussions about border protection and homeland security.

Next steps include press release distribution and optimized posting to your web site newsroom.

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