SEO Press Release Tips
Business Wire, Marketwire, PrimeNewswire, PR Newswire, and PRWeb: these are the main paid wire
services that American companies use. On any given day a couple of thousand press releases are
sent out in the U.S. By those wire services. So, how can you separate yourself from the pack? How
can your PR efforts and press releases be noticed in such a throng? It's not easy, but it's possible.
It's no longer enough to concern yourself with interesting the traditional media with your releases.
Yes, you need to create press releases that meet the needs of the traditional media, but you also
need to maximize the use of search engine optimization (SEO). Why do you need to concern yourself
with SEO? Will it help you land a story in the New York Times or an interview on the Today show?
Most likely not. But it can help in other ways. For example, when someone is searching online for a
company that offers your type of product or service, are you the one they're going to find? Where do
you show up when it comes to a Google search?
That's where search engine optimization comes in. SEO's primary function is to help you rank in
Google and Yahoo News and for your keywords. And this is generally accomplished by knowing your
keywords, and creating anchor backlinks for your blog or website.
Anchor text is the hyperlinked text on a web page. They are the highlighted words you click on when
you click a link. It offers readers information about the nature of the page you're linking to. For
example, this is my Public Relations Firm's website linked to a keyword. More importantly anchor text
communicates with search engines. In essence it tells search engines what the page is about. It's
incredibly important to use in your press releases; used effectively it can boost your rankings and
particularly your Google rankings.
Your first step is to learn your primary and secondary keywords. Your press releases should reflect
the keywords used on your website. You want your releases to work for you by driving search
engines to your site. Don't make the mistake of only using your keywords on your homepage. Make a
concerted effort to have a minimum of one of the keyword links in your press releases lead to a page
on your site other than your homepage.
Focus on the first 200 to 250 words of your release. These initial words set the tone not only for the
release itself but for your overall search results. You want to choose those words carefully and you
want them to be targeted.
In most of my articles about press releases, my main focus is on the content; on telling a strong story
with a compelling narrative. Those are points you always have to keep in mind and my follow up
article on SEO press releases will cover that in more depth, but here the focus is on making sure that
your releases not only are interesting but that they also are SEO friendly. A few points to keep in mind
are to make sure your headline contains your primary keyword and that you pepper the release itself
with three target keywords. Also, never forget to include at least one URL in the release. You never
know, your release might be republished without anchor text and by including your URL you'll assure
that the reader can find you.
SEO is an ever changing field and one I don't think anyone fully masters. So keep experimenting and
keep writing new releases with SEO in mind, but also remember, when all is said and done, it comes
down to telling a compelling story. Don't get so lost in the SEO game that you forget the basics.
Copyright © Anthony Mora 2012
Long Island Press Release Marketing