5 Tips for Optimizing Your Press Release

5 Tips for Optimizing Your Press Release

5 Tips for Optimizing Your Press Release

You have taken the time to put together a well-written press release, but aren’t getting the results you were hoping for.

What could have gone wrong?

One possible reason for the lack of readership could have something to do with the fact that it hasn’t been picked up by the search engines.

There are plenty of reasons people may not be reading your press release, but here are some tips on how to increase your traffic and get it found on Google.

1. Make it Search Engine-Friendly

By creating your press release with search engines in mind, you will increase its rankings, making it easier to find by both readers and reporters.

If the reporter likes what they see, there’s a good chance they will publish it on their media website. To do this, you need to make a list of keywords you want to get ranked for.

Once you have a good list of words to work with, include them in the article. Also, don’t forget about the metadata; include a few keywords in the metas to increase your chances of getting found online.

While the article should be easily scannable by search engines, remember that actual people will be reading it, so don’t stuff keywords where they aren’t necessary.

2. Write About a News-Worthy Topic

As much as we all want to sell our products or services, that’s a big no-no. Even if it ranks well on Google, no one is going to read it if you are blatantly trying to get them to buy something.

What big change has been going on with your company (new management, product launches, etc.)? Also, make it sound professional by using a third person writing style so that it doesn’t sound like you have a biased opinion. 

To get an idea of what I mean, look for a few press release examples online.

3. Optimize Photos

Most audiences are more likely to read an article or press release that has an image. Pick one of a customer using your products or something else relating to your business.

Include meta tags and links on your image so that it is easier to share on social media by your audience.

4. Create a Great Headline

The first thing readers will notice about your press release is the headline, so it’s vital to have one that captures their attention. It should be short and sweet, yet act as a little teaser to give your audience a hint at what it will be about.

5. Promote it on Social Media

I’m sure you already know this, but social media is one of the most effective ways to get the word out, so don’t forget this step. Post a link to your press release on all of your social media pages where your target audience hangs out in order to make it easier for them to find.

Press releases are a great way to keep your audience informed on what’s going on with your business, while also being used as a way to build links to your website.

With these tips, your press release will be much easier to scan and find by the big search engines and your potential customers.

Annabelle Dunlap

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Annabelle has been helping websites increase their online presence through digital marketing, blog posts, and website content since 2007. She has written numerous articles on trade show exhibiting, marketing, small businesses, and social media. Her work has been published on business.com, TSNN, Social Media Today, Duct Tape Marketing, and Business2Community.

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Georgia Potts
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Georgia Potts

I don’t know that I agree with #1. There is a misnomer about a press release basically being an article, and it isn’t. The goal isn’t for the public to find and read it; it’s for reporters and bloggers to read it and find it so interesting that they want to publish it or base a news story on it. It shouldn’t just be posted online with the hope that it is found through search engines. Press releases should be submitted to the outlets that may be interested in the subject matter.

Corbin Bartoli
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Corbin Bartoli

Very true, Georgia. Another thing to consider is that the term “press” has expanded substantially over the years. It used to be that only large news companies had access to those types of media. Nowadays, depending on what your field of work is, a press release can spread like a wild fire among the right circles. Seeing as I work mostly in the interactive entertainment industry, let’s use a video game as an example. Take the analogy of an E-3 event. A few simple sentences from game developers can end up sending gamers into a frenzy world wide. Bloggers cover… Read more »

Earl Dotson
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Earl Dotson

Making the press release sound professional is very important. Nobody’s going to take it seriously if it’s written as a blatant promotion.

Georgia Potts
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Georgia Potts

You do need people to be able to run it on their sites without it looking like an advertisement, so making it professional and not just promotional is a must.

Earl Dotson
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Earl Dotson

It’s great in this day and age to be able to access official press releases online. What were once available only to the media can now be read by anybody with an Internet connection.

Tay H
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Tay H

Fantastic tips. Journalism and the use of emotive language comes to mind for the issue of blatantly trying to sell a product.

auntieemily
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auntieemily

Great information, as I do not know much about making good press releases. Thanks for sharing.

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