5 Ways to Optimize a Press Release for SEO
When it comes to press release distribution, simply publishing a press release isn’t enough. While it’s a good first step, brands need to consider search engine optimization (SEO), when developing these campaigns.
In this blog post, we cover five ways you can improve your press release SEO to increase visibility, expand reach, and ultimately drive sales.
How to Optimize Your Press Release for SEO
1. Strategically Use Keywords
Strategic use of SEO keywords and phrases are imperative for success with press release distribution.
That’s because search engines like Google rely on keywords to understand what a piece of content’s about so they can serve users with the content they’re looking for.
Infusing your press release campaigns with relevant keywords can enhance your visibility by showing up on the search engine results pages (SERPs).
To do this, you need to first identify the keyword or phrase that best represents the message of your press release.
Once you’ve identified your keyword/phrase use it in your headline, press release summary and at least once or twice in the body copy.
When adding your keywords to your press release, don’t overdo it. Make sure the usage feels natural. Though you’re trying to get the attention of search engines, you’re also trying to connect with your audience. Keyword stuffing can negatively affect your performance and readability.
Finally, if you can, make your keyword anchor text. This means, you make the keyword clickable, taking users to a relevant page on your website.
2. Pay attention to press release length
Press releases aren’t blog posts. They’re meant to be concise, informational pieces of content. That said, the ideal length of a press release is between 300 – 400 words.
Our blog post covers everything you need to know to make sure your press releases are the right length.
3. Use high-quality multimedia
Whether it’s a chart, infographic, or video, high-quality multimedia breaks up your text and makes your campaign more engaging.
And, the more time users spend on your content, the more it improves your press release SEO.
4. Include links
An important part of improving press release SEO is using links. When you use links in your campaign, you give search engines more information and context to help them understand your content and its relevance. Here are a couple of tips for using links in your content:
- Anchor text – Your anchor text should be descriptive and relevant to the destination you’re sending them to.
- Link variety – In addition to including links to pages on your website, think about adding some to your social media profiles, videos, or even an infographic to enrich your press release and the reader’s experience.
5. Timing Matters
The timing of your press release can significantly influence its success. When you align your release to relevant and timely topics and events, you in turn boost its visibility and reach.
But, how do you find those timely and trending topics? One way of doing so is by using a Media Monitoring tool to monitor various media sources and provide you with the information you need to create these campaigns.
Additionally, you can use micro- and federal holidays as well as seasonal events as talking points for a press release. When you do, make sure you tie in the holiday or event in a relevant way that’s appealing to your audience.
Are press releases good for SEO?
Yes, press releases are good for SEO but their benefits depend on how they’re used.
In addition to the tips we shared on SEO keyword usage, the backlink building potential of press releases is also valuable for SEO. When you distribute a press release and it’s picked up by media outlets, it increases your brand’s exposure and can enhance your domain authority which ultimately improves your search engine ranking.
How to get backlinks to press releases
To earn backlinks, you need to write content that’s newsworthy and interesting. Engaging content captures the attention of journalists who might link back to your content as a source.
When they do this, it’s a signal to search engines that your content is valuable and can improve your spot on the SERPs.
If you’re ready to share your news with the press and public, we’re ready to help you amplify it!
