Writing an Online Press Release
Writing a press release for the purposes of Search Engine Optimization (SEO) and driving Web traffic is very different than writing one to get the attention of editors and producers in traditional media.
What’s the difference? Keyword-optimization – meaning the content of the press release should include relevant keywords relating to the business or product you’re promoting.
Keywords
When I wrote an SEO-optimized press release about a workshop I was hosting on “How to Get on TV,” I chose the following keywords:
- get on TV
- do it yourself public relations
So, if someone typed “getting on TV” or “do it yourself public relations” into a search engine, my information would show up first, in the natural search results, not the paid ads.
Even though this press release was sent in October, 2006, I did a recent Google search with those same terms. When I checked “get TV,” my online press release showed up, right away. When I did a Google search for “do it yourself public relations,” my online press release didn’t show up in the first couple of pages. However, because I have used “do it yourself public relations” in other online efforts, I showed up on the first page as the second search result (due to a Guy Kawasaki blog entry), and later on the first page for my Do-It-Yourself Public Relations Kit.
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Distributing Your Press Release
I distributed my press release through PRWeb for $200, so that I could use the SEO-optimization features. I also sent the press release to free press release distribution services such as www.arrivenet.com.
Additional places to send the press release include:
- online industry publications
- blogs
- newsletters
- trade associations
- online news sites
- the client’s Web site
- free press release listing sites
Keep in mind that you often need to submit your press releases to each site separately, sometimes through a cut and paste process or an uploading process. It can be very time-consuming.
Was the effort successful?
It’s easy to analyze the success of an online press release campaign. Just note the following:
1. Increases in Website traffic.
2. Increases in the number of new newsletter subscribers.
3. New natural listings in search engines that include the press
release.
SEO-optimized press releases can be a powerful tool in public relations efforts. It’s also easy to measure the results of your efforts. So start using them today!
