SEO Monday – Using Press Releases to Increase Your SEO Rankings

By EXCLUSIVE team

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When you think of a press release, there are a few things that may come to mind. For me, “boring” and “blanket statement” are at the forefront. And these are two things that you don’t want your press release to be. In order for your release to promote your company in an attractive way, it needs to be creative and targeted effectively toward an audience. Your company needs to be promoting something new (and great) – a new product, a new service, a recent hire, etc. It needs to be something newsworthy. Now we can talk about the format.

Headline:First of all, you’ll want to make sure your headline is attention-grabbing. This is the first thing the reader or reporter looks at so it’s got to reel them in. Avoid boring headlines like “Company X announces product or service” or “Company X plans this even tor that action.” You want the reader to know that if he or she continues reading, it’s going to benefit them somehow. If you’re using your company’s name, the reader may infer that the entire press release is just about your company. Make sure if you use it in the headline, it is vital to the release’s message. Also, if you decide to use a teaser in your headline, make sure it makes sense and you explain it in your body text.
After your headline comes the sub-head, which is optional, but greatly useful. It’s a chance to briefly summarize what you’re going to say in your body copy, but make it succinct and one sentence only. Again, it should make the reader want to continue reading.

You always want to start with the most important information first. The first paragraph of a press release should include a brief summary of what the press release is about. Use the 5 W’s – Who? What? When? Where? and Why? Apply the inverted pyramid format – the most important stuff at the top and the details at the bottom. The modern press release gets directly released to the web so it really needs to read like a news article. This puts you in the driver’s seat as the reporter – just make sure it’s something your audience will want to read, and not just a shameless marketing piece.

I recently wrote a new product press release for one of our clients. Their selling point was that a product was going to make a service safer and save users a ton of money and repair costs. They were the sole U.S. distributor which was also a secondary point. It’s always difficult to write press releases without any marketing language, but it’s necessary. By including the company’s name, a description of the new product and a couple of anchor text links, I was able to promote the product indirectly. Especially if you’re promoting a new product or service, you will want to do some SEO keyword research and use the most popular ones in your press release. Just don’t overdo it and use only one link every 100-150 words. It’s also smart to use those keywords as anchor text when appropriate.

Lastly, there should be some boilerplate information. Boilerplate info is general company information always used at the end of the release.

I didn’t think you’d forget this, but contact information at the end of the release is also important. Make sure you include the website, email and phone number.

There are quite a few services out there that will publish your press release online and many that are industry-specific. Some cost money and some don’t. The ones that charge will likely get you into search engine’s news feeds, will link your press release on their homepage, get you RSS distribution and more. The free ones will distribute it to search engines and social networks, and after that you’re pretty much on your own. You’ll have to do some research to see what’s right for you.

There are quite a few services out there that will publish your press release online and many that are industry-specific. Some cost money and some don’t. The ones that charge will likely get you into search engine’s news feeds, will link your press release on their homepage, get you RSS distribution and more. The free ones will distribute it to search engines and social networks, and after that you’re pretty much on your own. You’ll have to do some research to see what’s right for you.

Well, that’s all for today and I hope you’ve enjoyed this blog on press releases. Exclusive Concepts offers a great copywriting service, as well as a variety of other services like Advanced SEO, Profitable Pay-Per-Click, Conversion Booster, and Lifecycle Email Marketing.

We’d also like to remind you that if you have a question or idea you would like to see covered on Your Daily Concept, please send us an email at blog@exclusiveconcepts.com! If selected, we will email you and let you know when the video will be posted. Thanks for watching and have a great weekend!

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