Getting your name and your content out there is no easy feat. But doing so can not only enhance your SEO program but also your business’s brand and revenue.
It’s simple: More interest = more traffic = more sales. So, if you’re ready to get serious about generating buzz about your company and its web content then read on for basic steps with press releases you can take right now.
In this article:
Press Releases: Building Brand, Buzz and SEO
Press releases, when used for the right purpose like public relations, can raise brand awareness and communicate important information about products or services.
When used the wrong way (like for link building), press releases can get you into *** water with search engines like Google.
Press releases are especially valuable if they get picked up by the media and are included in a journalist’s article. Media exposure can do a lot for a website and a business.
On the other side of the spectrum using a press release in a spammy way is a no-no. In Google’s spam policies, under “Link spam,” press releases when done poorly make the list of spam practices:
“Advertorials or native advertising where payment is received for articles that include links that pass ranking credit, or links with optimized anchor text in articles, guest posts, or press releases distributed on other sites. For example:
There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.”
So, when you do create press releases, there are some important things to consider. Mainly, you want them to be written for public relations, crafted well with journalistic integrity and incorporate SEO best practices.
8 Best Practices for Press Release SEO
Here are eight things to consider as you tackle press releases as part of your marketing plan:
- Only issue press releases that are truly newsworthy. That means avoiding sounding like an ad or overpromoting the company, products or services too much. Ask, why will people care about this? What would a journalist look for in this story?
- Take the format, spelling and grammar as seriously as an editor will. Write in AP Style as that is the style that journalists write in.
- You can include keywords within your press release and you might consider putting those in within the first 200 words. But it must be natural and don’t use hyperlinked anchor text or it might come off as spammy.
- You can include up to three links in the body section of your press release. These links should point back to your website, and they should give the user more in-depth information on the topic at hand. You can also use the primary link back to your site’s homepage with your company name as anchor text, or a link back to the website below a plain text company name, with the URL as anchor text.
- Get to the point and be concise. Leverage statistics, quotes, photos and videos as needed.
- Send the press release out through a reputable third party. PRNewswire.com is a reputable service but there are others.
- To build a good cadence of buzz around your company, consider issuing press releases any time there is news. Try to issue something at least once per quarter.
- Archive all your press releases on your website as well in a newsroom. You want visitors to your site to be able to read up about your company while they are on there as well. Here is some information on how to create a good online newsroom. Of course, from an SEO perspective, you will want to be sure the structure is sound as well. That means the proper URL structure (for example site.com/newsroom/press-releases/[press-release-name].)
14 Ideas for Press Release Topics
Running thin on ideas for press release topics? Here are 14 to get you started:
- Launch of a new product or service
- Events (in person or online such as webinars)
- A merger or acquisition
- Special deals
- General company announcements or website news
- Contests
- Awards
- New hires (especially of notable persons)
- Announcements about new partners
- Innovations in research and development
- Financial results (if not bound by an NDA)
- New executive appointments
- New regulations or company policies that can be publicly disclosed
- Any customer success stories that aren’t bound by NDAs
For more on this topic, check out: How to Write a Press Release That Entices Media.
Generating buzz takes time but with these simple steps, you can get the word out about your company and your website content to support your SEO goals.
Our SEO content solutions can amplify your website — and your brand — in the search results. Contact us for a free consultation and let’s discuss how we can accomplish your SEO goals.
FAQ: How do I write an effective press release that captures media attention and boosts SEO?
Writing an effective press release plays an important role in capturing media attention and boosting SEO. With the right approach, you can maximize your chances of getting your story picked up by journalists and increasing your online visibility.
Here are key topics to consider when crafting a press release that will make an impact:
Craft a compelling headline: A captivating headline is essential to grab the attention of both journalists and readers. Use strong and impactful words to make your press release stand out.
Start with a concise introduction: In the first paragraph, provide a brief overview of the news or story you are announcing. Make sure to include the essential details and the “who, what, where, when, why and how.”
Focus on newsworthiness: Journalists are more likely to cover stories that are timely, unique and relevant to their audience. Highlight the significance of your announcement and explain why it matters to readers.
Use quotes effectively: Including quotes from key stakeholders adds credibility and a human touch to your press release. Use quotes to provide valuable insights, opinions, or supporting information related to your news.
Provide valuable information: In the body of your press release, provide additional details that support your story. This could include statistics, background information, or industry insights that make your press release more informative and engaging.
Optimize for SEO: Incorporate relevant keywords and phrases throughout your press release to boost its visibility in search engine results. Remember to use variations and stemmed versions of your primary keyword to ensure maximum reach.
Include multimedia elements: Enhance your press release with multimedia elements such as images, videos, or infographics. These visual assets not only make your press release more appealing but also increase its shareability on social media platforms.
End with a strong call-to-action (CTA): Conclude your press release with a clear and compelling CTA that prompts readers to take action. This could include visiting your website, registering for an event, downloading a resource, or contacting your company for further information.
These tips will guide you on your way to writing an effective press release that captures media attention and boosts SEO. Remember that writing effective press releases requires careful planning, attention to detail and an understanding of your target audience.
Step-by-Step Procedure:
- Research your target audience and media outlets to tailor your press release accordingly.
- Identify the newsworthy angle or story you want to highlight.
- Craft a captivating headline that grabs attention and incorporates relevant keywords.
- Begin your press release with a concise and informative introduction.
- Provide key details and supporting information in the body of your press release.
- Incorporate quotes from key stakeholders to add credibility and humanize your story.
- Optimize your press release for SEO by including relevant keywords and variations.
- Use multimedia elements such as images or videos to enhance your press release.
- End with a strong call-to-action that guides readers on what to do next.
- Proofread your press release to eliminate any typos or grammatical errors.
- Distribute your press release to relevant media outlets or use a distribution service.
- Follow up with targeted journalists to increase the chances of media coverage.
- Monitor and track the performance of your press release using analytics tools.
- Continuously refine your press release strategy based on feedback and results.
- Leverage social media platforms to amplify the reach of your press release.
- Stay updated with the latest trends and best practices in press release writing.
Incorporate these techniques to craft press releases that leave a lasting impression on both journalists and readers.
