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How To: Improve Search Engine Optimization With Press Releases

mike lewis

March 09 2009
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2 comments

Understanding and improving search engine optimization (SEO) is key for any type of business looking to drive users to its site. According to an article on Promotion World, one of the best ways business owners can do this is by carefully crafting press releases to get the content into aggregators and news feeds such as Google news. here are some tips from industry expert Roger Janik on getting your material to the targeted masses:

Utilizing a Press Release for SEO Purposes
Besides being a great tool to promote your website, product or service, press releases have become a very valuable tool for search engine optimizers. One of the benefits of a press release is that when a press release is distributed, it is distributed to literally thousands of entities on the web including: top search engines, major news organizations, internet news organizations, RSS feeds, organizations and individuals all over the world on the web. For reach this far and wide, you would be hard-pressed to find any other tool as effective. Whether you are a small business or large organization, press releases usually provide a wonderful return on investment.

Besides having your press release distributed to tens of thousands of entities on the web, many press releases also include anchor text, key words and contact information that make it quite easy for search engines such as Google and Yahoo to find. For instance, most press releases are distributed to both Google News and Yahoo News and once received many are featured in their news search engines. So if you distributed a press release on a new type of snowboard you produced and you went to Google News and searched using the keyword “snowboard”, chances are it would show up under the results.

Press releases plain and simple both promote your message and assist in search engine optimization. A press release gives you a huge bang for your buck, because you will not find other resources available that can promote your message in such a short period of time to so many entities for such an affordable price.

Optimize Your Press Release for SEO
Optimization is obviously an important aspect when creating your press release. Here are just a few tips on optimizing your release for SEO:

•    Each service is different, so make sure you follow their rules. Spend time doing research to find services and packages that fit your needs best.

•    Keywords- Just like you would optimize an article on your website for the search engines; do the same for a press release. In addition, many services give you the opportunity to tag special keywords- make sure you take advantage of this feature.

•    Anchor Text- Many services offer the ability to insert anchor text into your press release. Some services only offer this feature on higher end packages. Make sure you take advantage of this feature. Insert anchor text either linking to your main website or the product or service on one of your web pages. As your press release is distributed all over the web including Google and Yahoo, expect to receive some juice.

•    Choose Your Press Release Category Wisely

•    Just like when submitting your site to directories or search engines, make sure you choose the appropriate category for what you are promoting. This can be extremely helpful when others search within a category for news and information.

•    RSS Feeds- One of the many ways that a press release is distributed throughout the web is via RSS feeds. Try to find a PR service or package that includes RSS feeds. This will help your press release go viral or at least reach thousands upon thousands of sites.

•    Add a Short Bio- Some services have a separate area where you can post a quick bio about your company, site or product. If there is no specific area, make sure you add a short bio (one paragraph including your URL) at the end of your text.

• Embed Media- Many PR services now offer additional features. Instead of just sending out a plain text press release, many packages include the opportunity of adding in additional media such as images, audio or video. If you have an image or video that you would like to promote definitely take advantage of these services. While usually more expensive, they can be a great way to enhance your press release.

ryanmarks Says:
March 9th, 2009 at 12:31 pm

All good points. If you’re interested in SEO I would also suggest looking at the channels you use to post the release to the Web. For example, do you have a blog, Twitter, MySpace, Facebook, etc.? Some press release distribution resources can cost a lot with little personal interaction to actually optimize the release- so be careful. Post the release in as many places as possible with links in the copy. Be careful not to go too overboard with robotic SEO copy. Editors still need to read it… The release is just a start and PLEASE have someone read it first so that it makes sense to someone who has no idea about your company. If the first paragraph doesn’t make sense to your grandmother, it isn’t going to make sense to anyone.

Cheers.

Ryan Marks, President. Lionize PR