Press releases (PRs) can drive organic traffic to your website and help your brand reach the right people. Press releases are a powerful digital marketing strategy for conveying a brand’s message and online identity.
Many people are familiar with press releases, but they rarely recognize them as a marketing tool that can help with Search Engine Optimization (SEO).
Many people believe that a press release is something that a company or news SEO agency, for example, sends to journalists when something bad is about to happen.
Press releases are formal statements that give concise but accurate information about a noteworthy event. Press releases are commonly released by businesses to herald the introduction of a new product or a profitable business situation.
A good press release will pique the interest of readers by providing useful information, and if an organization or company does it correctly, a media outlet may pick it up.
We’ll go over everything you need to know about press releases and SEO in this article. Why they are an important part of your strategy and how you can use them to generate “buzz” about your service, product, or brand.
News Release SEO: Its Importance in Search Engine Optimization
A well-written press release is an effective tool for search engine optimization. You can generate internet marketing gold in the form of an eloquent, unique, and attention-grabbing press release.
A strong press release’s power lies in its organic capabilities, which are typically defined as traffic that comes to a website or blog via earned media channels such as search engines or a referring website.
However, if no one picks up the phone and reads your press release, you won’t get any results.
Some internet marketers believe that it is sufficient to create a swarm of low-quality press releases and distribute them on platforms in order to obtain as many backlinks as possible.
People are inundated with spammy press releases that are packed with lengthy keyword phrases that they can’t understand.
How can press releases be used to add real value?
You can’t flood the market with spam to get a few backlinks pointing to your landing page, website, or blog if you want great results.
First, Google will penalize you for taking this approach, so your site or blog’s page rank will not improve.
Second, no one will see, let alone read, your press releases.
You want reputable journalists, news organizations, media outlets, or blogs to pick up your press release and discuss the information — and that won’t happen if it lacks valuable content and is keyword-stuffed.
The value of press releases and SEO is found in creating and publishing newsworthy information.
Press releases should be treated similarly to other types of content writing — as highly unique content written for people and optimized for SEO with techniques such as strategic keyword placement.
How to Write SEO Press Releases
In today’s digital marketing landscape, SEO entails much more than simply writing text that contains specific keywords.
Citations, links, image descriptions, and alt tags must all be used correctly for SEO.
However, quality content remains a driving force in generating high-authority, reputable backlinks — and press releases are a valuable resource for disseminating this content.
What you should know about creating this type of content is as follows:
Prepare a Press Release for Your Readers
Many content marketers write for machines, algorithms, or search engines.
The same can be said for press releases. However, most people skim (or don’t read) this type of content, and these are the people you want to read your press releases.
So, when writing a press release, keep the following tips in mind:
- Create an irresistible headline — everyone will read it.
- In the first paragraph, answer the “who” and “what” questions — what your company does and who the press release is for.
- Set the scene and present the facts authoritatively.
- Include relevant background information, but avoid boring facts about the company.
- Keep the content useful and brief.
- Allow others to read your press releases to keep yourself and your organization honest.
- The ideal length for a press release is 400-600 words.
Before you can apply these rules to your press releases, you must first understand your target audience.
Write in a language that your target demographic will understand. You should also find a hook that will pique the interest of your target audience.
Caring is the factor that determines newsworthiness.
For example, if you’re writing a press release to highlight an event, you should explain why it’s happening rather than simply stating that it’s happening.
The Importance of Keywords in Press Release Optimization
Now that you understand the fundamentals of writing a press release, you must understand how to optimize it for SEO.
Often, optimizing press releases entails researching and selecting keywords as well as formatting your headlines.
Let’s take a look at each one:
1) Keyword Research and Selection
Keyword research and selection are essential components of optimizing any type of content, including press releases.
You should include at least one primary keyword in your headline, first paragraph, and summary section.
Avoid stuffing your press release with keywords, however. We’ve talked about what can happen when marketers employ this strategy.
When conducting keyword research, consider what people are looking for and how you can capture the reader’s attention.
Consider keywords that fit the current events, news, or hot topics.
Consider using branding keywords such as your tagline or any trademarked phrases or words.
However, avoid using tidbits of information about your agency or company or its history in your press releases.
2) Headline Formatting
You want to create a catchy, newsworthy press release headline that “knocks your reader’s socks off” and entices them to read on.
So, how do you accomplish this while adhering to character limits and using awkward keywords that don’t sound natural?
Let us investigate:
Create headlines for people, not search engines.
Use natural-sounding headlines instead.
When possible, use appealing data in your headlines
Highlight the data if you’re writing a press release about how your product reduces a problem by 50%.
Your headline should paint a brief picture for your reader
Use strong language to spice up your headline.
In your headline, answer a reader’s question to get to the meat of your story.
An attractive and useful title is the key to attracting the reader’s interest, and the title should have a solution to a problem or a definition of a business or your agency’s trends in a funny or interesting way
Use punctuation to transition from explosive to artistic.
Dashes and colons are excellent transitional elements in headlines.
For instance, “Sports Teams Unite: A Call for Leadership and Advocacy Among Players To Management.”
How to Send Press Releases
Creating a well-written press release is only half of the battle when it comes to press release SEO marketing.
After you have completed your press releases, you must distribute them to the appropriate sources and platforms.
Your press releases can be published on your website or shared with your social media contacts.
However, in order to get the most out of your advertising, you should take the following steps:
1) Make use of Distribution Channels
When you think of content distribution channels, Facebook, YouTube, Twitter, and TikTok may come to mind.
Although these platforms are a good way to reach out to an audience, they may not include your target audience.
That could lead to poor results.
Fortunately, there are several press release distribution services available. Examples include Newswire, PR Distribution, eReleases, EIN Presswire, and PR Newswire.
These services are tailored to your audience and industry, and several of these business models have relationships with influencers, publishers, and media outlets.
2) Make Contact with Journalists
Concentrate on locating journalists who cover your industry.
You can begin by sending them personalized messages and demonstrating how your press release relates to what they cover.
Avoid sending mass emails to any journalist’s email address you can find.
3) Take Your PR Offline
Because many journalists have a backlog of messages and emails to read, you can try contacting local media outlets.
Local TV stations, newspapers, and chambers of commerce are excellent sources for drawing attention to your press release.
Are Press Releases Beneficial to SEO?
Press releases can help with SEO.
However, if you’re creating spam content in the hopes of obtaining a link from a reputable media source, the answer is no.
Yes, if you’re writing engaging press releases with high-quality, relevant content and sending them to reliable sources and platforms.
The Most Powerful Tips for Typing a Powerful PR
1) Improve the first 250 words
Make sure the meat of your message is in the first 250 words of your content. There are two reasons for this. First, having the relevant content upfront will make it easier for search engine algorithms to understand your press release. Additionally, you should make sure that the material you are presenting is pertinent to your message and that the reader’s interest is held throughout the release.
2) Important SEO keywords and phrases should be hyperlinked and bolded
This procedure will aid in the provision of relevant links relating to the main keywords in your current SEO campaign.
3) Make proper use of hyperlinks
Over-linking is a common mistake that beginners make when attempting to write SEO-friendly press releases. While you should definitely make the first instance or two of your keywords a link, don’t overdo it. This will only make your release difficult to read for users. Worse, search engines will consider this spam and may ignore your efforts entirely. Search engines may even penalize your website in extreme cases.
4) Make certain that your topic is newsworthy
This part can be tricky – what exactly constitutes “newsworthy”? Of course, the answer is dependent on the audience. The end user must be kept in mind at this point, and their attention must be maintained. Here are a few things to think about when crafting an SEO-friendly press release.
- Company or personnel accomplishments
- Resources for information
- Special occasions
- Donations to charities
- Awards received/given
- Promotions or giveaways
- brand-new product or service
- Product/service enhancements or expansion
- Organizational and personnel changes
5) Off-site contact information and links
Make sure to include your company and contact information at the end of your press release, as well as links where appropriate. Keep in mind that some sites that display your press release may not allow this, but it’s useful to have this information because many of these sites will link back to your site.