Using Press Releases to Enhance Your Search Engine Ranking

Writing an effective press release can help you get media exposure. But did you know that you can optimize that release to improve your ranking for keywords on search engines such as Google, Yahoo and MSN?

Here are the top 10 ways to improve your web visibility with traditional press releases:

1) Write your press release in an inverted pyramid style. Journalists often employ the inverted pyramid style when writing a hard news story. This simply means they put the most important facts at the beginning of the story, and the least important facts towards the end. Typically you want to get the “Who, What, Where, When, Why and How” of the story written in the first half or third of the press release. This style helps readers quickly understand what a story is about. After that you can expand upon what you have said.

2) Add appropriate keywords to your copy. “Keywords” are words in the copy that relate to the topic and that relate to your business, products and services. For example, if Widgets Inc distributes a press release about a new ‘Whatchacallit,’ they should include the following keywords in their copy: 

• Widgets Inc. 
• Whatchacallit
• [Target Industry/Customer]   
• [Main uses of the Whatchacallit]   
• Outlet stores where the product can be found]   
• Any words that a customer would use to search online for such a product or service

3) Stay on topic! Don’t catch up with all your business in one press release. Only discuss one topic per press release. Google frowns upon multiple topic press releases.

4) Keep your title to 10 words or less. Make sure the proper keywords for the story are in the title.

5) Place the most important keywords of the story in the first paragraph. Often this is the only part of the press release that is read.

6) Use the keywords as often as practical in the story without being too obvious about it. Don’t get ridiculous with keywords. Read your copy over, and if it seems like you are trying too hard, back off on some of the keywords. Make the release readable for your audience.

7) Link the press release to the most appropriate pages on your website. Link actual words in your text to the relevant pages on your website.

Note: Do not link the release to your home page. Google appreciates that your links go to a specific page on your website that relates to the exact topic of the press release. In the example above, the links would go to the new Whatchacallit page of Widget’s website.

8) Post the release on your website before sending out the release to press organizations. Create a page on your website that pertains to the subject of the press release, then post your release on that page or link to it from that page before distributing the press release.

9) Post the release to your company blog before sending it out. In the release you can also link back to your blog.

10) Submit your release to a news services. New services include PRWeb, PRNewswire, e-releases, BusinessWire, or Bizjournals. You can also submit to Reuters via phone, the Associated Press, and other traditional news services. Most of these services have a fee associated with submission.

Follow these tips and your press releases will have much greater impact and exposure going forward. Don’t just release your news, optimize your releases!

Vistage Member Richard Uzelac is the CEO of two corporations: GOiMarketing.com, a full service Search Engine Optimization and Marketing corporation for professional, businesses and corporations and RealtyTech.com, internet software and services provider for the real estate industry.

For more on our Press Releases services CLICK HERE or to contact a GOiMarketing™ Professional, please call 866.SEO.1232.