Modern Press Release Optimization Best Practices

Updated: October 21, 2010

Choose Your Keywords Carefully

Press releases are a great way to drive traffic to your website via organic search. Where many companies fail however, is optimizing the press release for multiple search queries. Instead of filling the Press Release with as many keywords as possible, consider creating a separate press release for each keyword. This not only gives you greater exposure in organic search, but it allows you to focus your press release optimization efforts on a particular set of keywords.

Include Links to Your Website

One of the benefits of press releases is that you can include links back to your website. In the long term this drives traffic and helps increase your website's presence in the major search engines. Don't use this opportunity to go on a link building spree within the press release, though. Links included should be relevant to the topic and should provide some benefit to the reader.

Choose Your Title Strategically


The title of a web page is arguably one of the most important factors in on-page SEO. Leading press release services like PRWeb by default use a press release's title for the page title. This means it's important to include your primary or chosen keyword as part of your press release title, as that will help rank your release rank for meaningful terms in search engines like Google.

Select the Right Category


This goes without saying, but it still happens. For maximum press release optimization, submit your release to the most relevant category. Far too often releases are submitted to an incorrect category. Journalists now use RSS to subscribe to content from wire services in categories which interest them, but imagine if your new product launch is published to the incorrect category. If this happens, you'll be exposed to a group of journalists who don't have any interest in your content. Make sure to double check everything - especially category - before publishing, it could save you in the long run.

Remember to Include Contact Information

So, you've chosen your keywords, you've added relevant links back to your website, you've selected a great title, and have got people reading the release and established awareness. But equally essential is contact information to someone who is able to respond to queries, fast. Whenever you submit a release over any wire service always make sure that updated contact information is included to a team member who is both qualified and accessible to speak to media. This means an email address that is used and answered regularly, as well as a working phone number.

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