Search Optimization for Press Releases

Demandbase has a press release coming out next week, and we asked our PR firm (Marketing Alchemist) to do a little research on optimizing our release for the search engines. In a shameless bit of cut and paste, I thought it might be interesting to share the email I got back summarizing their findings from a variety of sources, with links to the original materials. Here you go...

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• How to optimize your release for the search  engines
• Research  keywords for your target audience/subject matter
• Add keywords to the press release to create keyword-rich content
• Add  keywords to your H1 header tag
• Add  keywords strategically within your press release copy
• Add  keywords in links back to your site
• Make  sure density levels are appropriate (I recommend an 8-15% overall density)
• Make  sure your optimize the first 250 words of your content
  
  
• Case study of WineZap.com July 2004 SEOed press  release:
• Major differences were made in the most critical spot - the headline
• Use of wine related search phrases in their release
• Also  incorporated a call to action and discount coupon for those who clicked through from the press release to a special landing page with newsletter sign-up
• "Sweet spot of 400 to 500 words" as the ideal press release length
• Recommends  experimentation to determine the right keyword density
• Critical terms were included only once each, but were each included in the short 400 word release.
• Important  keyword phrases were hyperlinked within the text and the release posted to PRweb.com site press release archive.
  
  
• Tips from “industry friends” of SEO professional  Lee Odden of Online Marketing Blog:
• Write a pithy (80 character or less,) descriptive headline that includes important  keywords.
• Use the language that your audience/potential customers use when searching for or discussing topics related to your product or industry
• Link your strategically important search keywords to deep relevant pages in your site, not the front page.
• View creating a press release as compiling a mini web page on the news or topic being written about.
• Add an audio link such as a podcast or product announcement into your press  release. If you have an RSS feed associated with your releases, you can direct Apple iTunes to pick up the audio automatically and include it in a freely available channel on iTunes.com.
• Consider choosing a newswire which will allow “external” multimedia content hosting. For example, YouTube for video or Flickr for photos. These sites are spidered by the major search engines as well as being searchable “social” directories within the site. YouTube is the third largest search engine.
  
  
• All Aboard! Inbound Links for SEO - SEO Press Release deliverables will generally include:
• 450-500 word press release; optimized for a core search term and 2 to 3 niche terms
• Release incorporates anchor text; based on search term associated with target web page
• You often have your choice of distribution
• Access; to view statistics about how your news release performed over a 30-day period
• RSS  feed and paid inclusion distribution
  
  
• SEO Myth: Press releases for SEO - Online press release optimization needs to focus on three things: Presentation, position, and performance:
• You have to write the most interesting, compelling copy you can. You are only be newsworthy if you show people there is a new angle to your story. Announcing your new product is not news in and of itself with compelling information on why it is different.
• Press release positioning is also critical. If you think all you have to do is submit a press release to eMediawire or PRWeb, get out of the press release business.
• Press release performance should be measured and adjusted meticulously. If you’re only writing one press release, you take your best shot.

Source Articles

• General Tips: http://www.pandia.com/features/pressrelease.html
• Case study of WineZap.com SEOed press release in  July of 2004: http://www.webpronews.com/topnews/2004/11/22/press-releases-new-seo-back-door-to-top-rankings
• Tips from “industry friends” of SEO professional  Lee Odden of Online Marketing Blog: http://www.toprankblog.com/2007/11/press-release-seo-tips/
• All Aboard! Inbound Links for SEO: http://www.searchengineguide.com/paul-bruemmer/all-aboard-inbound-links-for-seo.php
• SEO Myth: Press releases for SEO: http://seo-theory.com/wordpress/2007/06/22/seo-myth-press-releases-for-seo/

Comments

[SK]

Love the entry! Shameless cut-in-paste or sweet executive summary -- you be the judge! :)

[Joan Stewart]

Your advice on press releases is right on the mark.
Search engine optimization is particularly important when writing press releases. If you use the same keywords in your releases that people use when searching online for the same information, you can attract a lot of attention for your product, service, cause or issue.

I’m offering a free email course called "89 Ways to Write Powerful Press Releases."

I explain why we should no longer be writing press releases only for the press, but for consumers who can find the releases online, click through to our websites and enter our sales cycle, even if journalists don’t think our release is worthy of attention.

The course includes several terrific press release samples as well as "before" and "after" makeovers.

You can sign up for the free press release writing tutorial at http://www.PublicityHound.com/pressreleasetips/art.htm

It's a very long tutorial but please stick with it. By the time you're done, it will be like earning a master's degree in writing and distributing press releases. And you'll know more about this topic than many PR people.

[brian halligan]

I'd encourage you to check out www.pressreleasegrader.com. It's a free, useful tool that I think you and your readers would get value from.

[Keyword Links]

Very informative, I truely enjoyed your website. Thank you for your hard work.

[jpower@pbp.com]

I just tried out the new tool from Hubspot, www.PressReleaseGrader.com
Quite cool. I tried it out on a press release that I had been reviewing and talking about on our blog. Worked very well, and picked up some things I'd overlooked. Think it could come in handy as a pre-launch checklist.