Shimon Sandler

SEO for Press Releases – Bestpractices

We talk/write/learn/listen about optimizing websites, link building, content development, and using Paid Search (PPC) strategies to drive traffic to websites. Let’s not forget about the age-old method of using a well written Press Release to drive traffic, buzz, and links.

Here is a Top 10 List of Bestpractices for optimizing Press Releases.

1. Keyword Selection. Keyword selection is a crucial part of press release optimization. Be very careful while deciding on a keyword phrase that is relevant to the release. Optimize the Press Release for only 1 or 2 keyword phrases. Do this based on your business objectives for each campaign.

2. Keyword placement. Be sure to place keyword phrase into the Headline AND the Title of the press release. Try to repeat it nearly 3-5 times for every 100 words within the content of the release. Put two hyperlinks that contain the chosen keyword within the content.

3. Generally speaking, don’t use abbreviations. Write out full keyword text.

4. Use an occasional bold-type for the keyword phrase.

5. Replace pronouns with keyword phrase. Instead of using “their”, or “it’s”, use the keyword phrase.

6. Select the right PR distribution networks. Below is a list of press release distribution services that are search engine friendly and can offer an excellent channel for link building as well as getting your news distributed.

7. Make the effort for substantial media coverage. Eg: Make list of publications, send emails and correspondence emails to journalists for the release. Make sure you don’t send the complete release into the email. Write a concise but short intro, and include the URL to the entire press release with the email.

8. Make it easy for journalists to read. Everyday thousands of press releases are emailed to the journalists. So make the press release presentable and well written to be noticed by them. Journalists usually ignore poorly written releases.

9. Offer RSS feeds. Help journalists by offering RSS feeds specifically for your Press Releases. Many journalists specialize in a specific topic, and categorize their feed reader by subjects. So, make it easy for journalists to find your Press Release. “KISS” (Keep It Sweet and Simple).

10. Publish releases frequently. It’ll benefit your entire domain to have frequent, additional, and unique content crawled by the Search Engines.

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  1. Shimon,

    Very good post and thanks for the mention. The editors here at PRWeb use many of the same guidelines that you mention here in their writing orders for our customers. Solid info.

  2. Good post Shimon. I use PR for SEO a lot as well. Here are some other sites I use: – free, you can put links in, but no anchor text. – free, good for SEO, but only like a PR4 site, you can use links and anchor text and their pages are well optimized. – top tier distribution channels, good for getting your PR into newspapers and industry publications, allows links but no anchor text, very expensive. – another top tier PR distributor, can also get your press release into local newspapers and industry publications, excellent for SEO, allows anchor text and links, also very expensive.

    I used to use PRWEB a lot, I still do sometimes, but if my clients can afford it we use BusinessWire of PR Newswire depending on the purpose of the release and what niche markets they are targeting (PR Newswire is better for certain things), I find that my press releases get a lot more reach through these two.

  3. Hi Shimon I really get a lot from your articles and these ten tips will come in handy for my new press release, it seems that I have been leaving out a lot in my previous releases.

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