With online media overtaking print media in number of readers, and Google becoming the go-to search tool, it is important to ensure that your release will not get lost in the masses. That is why everyone is concerned with SEO or Search Engine Optimization. Since SEO is integral to the success of your news release, I thought I would provide a few tips for increasing the SEO of your news releases.
- Choose and use your keywords. Think like your reader: What words are most likely to be searched for by people looking for what you want them to find in your release? Choose/use those words multiple times. Taking that a step further, inundate your boilerplate with key words that describe your company. Use this same boilerplate on every release you send out and be sure that some of these key words are also replicated on your Web site.
- Use bold, italics, headlines and subheads to make key phrases and keywords more visible. Emphasized text may help your release stand out and can positively impact search engine results.
- Keep your headlines short. Google recommends headlines between 2 and 22 words for optimum visibility and search results. Google results display only the first 63 characters of each headline. Not only is this important for increasing SEO, it will go a long way with reporters as well.
- Keep it readable. While your goal is to appear high in search engine results, don’t miss the mark by writing copy that’s overly repetitive, spammy or unreadable. You want search engines to find you and for readers to click through to your text. Strike a balance.
- Utilize hyperlinks and anchor text, but don’t overdo it. Too many links can flag your release as spam and get you kicked out. One link max per 100 words is recommended. Choose relevant links that direct traffic to the specific pages you are promoting rather than generic company links.
- Keep it fresh. As releases age, they tend to drift lower in the search engine results pages. A campaign of several releases is more likely to drive results than a single news release.
- Publish on your own Web site. Be sure to publish releases on your own Web site. Since links are like votes, link to them. And work with your web team to make sure your site is optimized.