9 frequently forgotten press release optimization tips
Multiple studies still show that consumers and journalists are searching for and reading press releases. Thank god! So, optimizing press releases for a specific audience makes it easier to find online and therefore, more of an asset for communicating news and getting traffic to your company or client’s Web site. As we all know, the value of a press release has undergone a few changes over the years. However, press releases provide a lot of content to news search engines and can rank well in Google, Yahoo or Bing. I’ve been doing massive amounts of research for my company. I’m trying to find the best media platform(s) for online newsrooms, PR distribution, list building and monitorization. I’ve also been researching other competitor sites, and local and regional PR/marketing sites to find out how others communicate their news. I’m kinda overloaded with information – so while it’s fresh in my mind, I must reiterate how important online optimization of our news … really is. It only makes sense for marketing and PR people to understand and learn how to make press release writing easier to find through keyword optimization.
Frequently forgotten press release optimization tips:
• Clearly define the goal and target audience of the release. Public relations 101: it’s essential for every press announcement
• Use Google Analytics to find popular keywords. Find target phrases that work with your press release and tag them
• Add new media to the release. Like a photo, video or podcast in addition to the copy
• Use URL tracking tools like tinyURL, bit.ly or ow.ly
• Post to your online newsroom
• Write a blog version then include a link to the press release in your online newsroom. Same for Twitter, Facebook, Friendfeed or YouTube
• Distribute the release via a wire service
• Create a social media version of the press release. Personally, I like PitchEngine. But that’s up to you. (FYI – they offer a 30 day free trial membership if you want a taste)
• Monitor how the press release ranks online (e.g. social media mentions, clicks and other outcomes via Google Reader or Google Alerts)
It’s important to know that press releases are often picked up that have links embedded into other Web sites and blogs as content. It can result in direct traffic to your site. Remember, compelling content usually attracts more links so make sure headlines and your first sentences are creative and eye-catching.
Other great resources for online newsrooms and keyword optimization:
HOW TO: Set up a free online monitorization system – PRsarahevans.com
Pull PR and newsroom optimization tactics - toprankblog.com
How to build a better online newsroom – journalistics.com
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