Search Engine Optimized Press Releases


My last post talked about how press releases have evolved from words on paper (or email) to living multimedia documents that can include video, Web links, images and new methods of distribution such as online press releases.

This post will focus on online press releases, a key denominator in the evolution of the press release. Press releases that are distributed online are typically labeled “search engine optimized (SEO) press releases.” SEO press releases can be used to achieve several PR goals, including: to reach reporters that subscribe to online press release distribution feeds; to communicate directly to consumers; to build an online presence; and to build traffic to websites or other online portals (through linking).

Keep in mind that there are two key components to SEO press releases: key words and distribution.

Selecting the right key words for your SEO press release is an integral part of your online PR strategy. Selecting key words that are “top-of-mind” among your target audience during online searches will help push your release to the top of search engines such as YAHOO! and Google. For example, say that you are Ralph’s AC/Heating Company writing a press release about “Tips for Staying Cool in the Summer Heat.” A few of the key words for your release might include “how to stay cool in the summer” or “beating the heat.” Undoubtedly, people living in places with near-record heat are searching for these terms.

Of course, the distribution of your press releases also is an important part of this process. In a nutshell, when you partner with an online press release distribution service, your press release is placed on the service provider’s website and distributed via an RSS feed to reporters and top search engines. Other websites that subscribe to this feed might also carry your release if the content is a fit.

As I mentioned in my last post, PR Newswire and PRWeb are probably two of the better-known services on the market for online press release distribution. PR Newswire is arguably the most established provider out there. PRWeb has built a solid reputation for its affordability and expertise in optimizing press releases for search engines. No matter who you select as a service provider, the price of your distribution will depend on what level of service you choose. There also are several free online news distribution services on the market. I’ve used one called I-Newswire with pretty good results, although a Google ad is placed on the free releases. This provider also offers another distribution option without an ad for a minimal fee. A web search will give you a large selection of fee and non-fee providers of online press release distribution. Review your options carefully and base your final decision on your desired results and budget.

SEO press releases should be part of a public relations strategy that also includes traditional “direct-to-reporter” distribution of press releases and relationship building with key media contacts. A front-page (positive) story in your local newspaper is still a solid score for your company’s brand and reputation (you can even add to your SEO PR strategy by blogging on your news coverage and linking to press stories). When used together, traditional and online PR pack a powerful punch that generates awareness of your business that hopefully translates into sales.

About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

Related Topics:

  1. The Ever-Evolving Press Release
  2. 5 Marketing Ideas to Recession-Proof Your Business
  3. Simple Tools To Monitor Market Trends
  4. The Right Idea, The Right Time
  5. Finding Keywords for Great SEO Results
  6. Court the Press: Your Online News Room
  7. Add Video to Your Press Releases

What Should I do Next?
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3 Responses to “Search Engine Optimized Press Releases”

  1. Tips For Avoiding The PR Spam Zone « The Eastonsweb Multimedia Blog Says:

    […] The Eastonsweb Multimedia Blog Helping businesses attract and keep the best customers. « Search Engine Optimized Press Releases […]

  2. Finding Keywords for Great SEO Results « The Eastonsweb Multimedia Blog Says:

    […] week Kristina posted on the importance of making your online press releases search engine friendly by including relevant keywords.  Now that Kristina helped us understand this fact, how do you […]

  3. IKEA to Sell Solar Panels, Who Knew? « The Eastonsweb Multimedia Blog Says:

    […] Search Engine Optimized Press Releases […]

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