Natalya Mignenko, a PR specialist, claims the sales department and cold calls are an atavism. It is more useful to deliver information about the product to potential customers through comprehensive, capacious and expert materials in the media. Natalia shares her experience on how to promote a company in the popular press and which tools to use for that.
Reap the Benefits with 6 Useful Tips for Writing SEO-Optimized Press Releases
Before you send out a press release it is important that it is optimized for press release SEO. To put it simply, you cannot afford to overlook press release search engine optimization.
Why SEO is important for promotion
SEO is a crucial factor in press release distribution. In the digital world, every single piece of online content is vying for attention and striving to be noticed. An optimized press release will enable you to promote details of your news or upcoming event and it will also allow you to get good search engine rankings. This will drive more traffic to your website. This will bring more benefits to your business and boost your brand's recognition.
So, how do you go about writing the perfect SEO-friendly press release?
What makes a good SEO press release?
A good SEO press release should have a clearly defined goal. The target audience also needs to be clear and specific.
It is important to research keyword phrases. There are plenty of free online tools to help you do this. You should 1-2 keyword phrases for a press release. These phrases should be spread across the title, sub-headings and main body of the press release. It is also a good idea to use your keyword phrases when linking to landing pages.
Adding alternative formats, such as PDF, and including media also helps with press release optimization. This could be images, audio or video.
As well as posting to your company's online newsroom, your press release should be distributed via a wire service. Writing a blog post version of the release and also social media promotion are other useful strategies.
What benefits can optimization bring to a brand?
Optimization is vital for press releases as it is all about visibility and impact. Both consumers and journalists are searching for and actively reading press releases. If you send out an optimized press release, it makes your content much easier to find. The easier your press release is to find, the greater an asset it will be - both in terms of communicating the news or promoting the event that it is about and in driving traffic to your brand's website.
Top tips for optimizing a press release for SEO
Here are our top tips for SEO optimized press releases:
Keep your target audience in mind
There is an obvious temptation when writing a press release to focus on the news story or event you are announcing or promoting. Of course, this is central to a successful press release and needs to be done. However, the real focus of your press release should be your target audience. These are the people who are likely to find the information useful and interesting and those that could potentially be interested in your business, and its products and services. Don't try to attract multiple audiences. People look for specific information, in the same way that search engines do.
Using well-researched keywords will ensure that your press release will be properly indexed for search engines. The title is the most important and needs to include your keyword phrases. The lead and body text should also include relevant keywords to positively influence SEO optimization. But it's also important that you don't overdo the keywords. Avoid keyword stuffing - they need to be as natural as possible in the copy of your optimized press release.
Write your copy for people not search engines
SEO is important but it is important that you write your press release copy for people primarily and not search engines. Not only should the keywords appear naturally in the text, it is also best to write with simple language and avoid complex vocabulary and phrases. You should keep the copy concise and to the point and avoid jargon, slogans and industry buzzwords.
Remember that any additional multimedia, such as images, video and audio will not only catch and hold readers’ attention, it will also increase your release visibility on the web. It's always a good idea to include your company logo, related image, video presentation or audio message.
Provide your website’s URL
Be sure to place a link back to your website. Try to integrate it in the middle of a text body (within first two paragraphs), so it will not look like it has simply be tagged on and doesn't appear to be an inappropriate element of your press release. Pay careful attention to your anchor text as this is of great value to search engines too.
Share your content on social media
Another effective way to optimize your press release is to promote it across your social media platforms. This will help you build a strong web presence for your brand. It will also hit the top rankings on the search engine results page.
Keep these tips in mind to optimize your press release in the right way.