Tips For Optimizing Your Online Press Releases

Author: Jono Smith on 7 December 2010 | 0 Comments

Tags: SEO, online marketing

Have an upcoming event or an announcement to make? A splashy headline isn’t enough to get your press release exposure these days. With the evolution of the way news is distributed, SEO, or search engine optimization, plays a vital role in creating buzz and getting your news in front of the right people.

With online press release writing, you still cover the basics: Write an enticing headline; cover the who, what, when, where, why, and how; include information about your organization; and a contact for more information. You’ll just need to make a few adjustments to adapt your release for online distribution.

Pay special attention to keywords — your most important SEO tool. Keywords are the words your reader will use to search your topic in a search engine. These words or phrases will allow a search engine to find your release and judge its relevance in comparison with other news items.

You’ll need to consider keywords throughout all the sections of the release —headline, body, and summary. Keywords in the headline are especially important, since the title tag carries more weight with search engines. Search engines like Google will use parts of the release that include the keywords in its search result summary. In some cases you’ll be able to submit your own summary; don’t forget to optimize the summary, and include additional keywords not included in the headline when possible.

Adding photos and videos is a great way to get more visibility and better engage your readers. Connect to social media sites if you can. You can also optimize by including links to additional information and credible resources. This allows you to increase your ranking in search engine results while also helping your audience find valuable information. And don’t miss an opportunity to drive more traffic to your organization’s website by including your own link in the release.

Once your press release is written and optimized, it’s time to put the distributors to work. Among the numerous free and fee-based online distribution services, find one tailored to your audience and needs. These distribution services will get your news into major news sources, search results, and RSS feeds, as well as traditional media outlets.