August 24, 2012
/ by Frank Strong
Who doesn’t want better press release results? Who doesn’t love a creative press release? We’ve got a number of post on this blog to provide tips and tricks to help our customers get more out of each and every release. Today, we’re offering seven more:
1. Key words still matter. Review a list of key words for your business before writing a release – there are plenty of free tools for this purpose. Then work to include them in a context that makes sense for your reader. Don’t force fit key words because you feel compelled to include them, rather make them part of your story. Remember, people read content – people are the end audience. Search is one way to reach them.
2. Headlines matter. Key word headlines will work well in search, but snappy headlines might work better for people. Consider the following two headlines:
a) Media relations, good pitches and tactical patience b) Tactical Patience: The Counterintuitive Art of Giving Good Pitches Time
Headline a) is better for search; headline b) is better for people. I might use the SEO headline for the release title, but the people headline when sharing on social networks. In fact, what got me to thinking about this idea was publishing this post about media relations. I wrote a key word heavy headline, but our editor came back with a user friendly headline suggestion. Check out the headline and URL to see how we solved it.
3. Hyperlinks. This is a pretty standard SEO rule: one link for every hundred words. Be sure to place the actual hyperlink in your press release on the key word in the release – and link back to a web site that has relevant content – the fresher the content, the better. The link in this very tip is an illustration of this example – and a fun little history on press releases.
4. Backlinks. Press releases are not a way to buy backlinks. I see this idea floated all the time in SEO circles and it’s just not true. Google, for example, is explicit that it treats news releases differently. To be clear, Google loves fresh content, in reality that’s why search exists, to sort through and organize content to bring relevant content in response to searches. However, if a writer – say a blogger or a journalist – takes some of your content from the release that already includes a link, perhaps a quote for example, and uses that in a story then that’s great link building.
5. PR + SEO go together. SEOs pitch links and get requests for content. PR pros pitch content and earn links. If there’s a business case for these two disciplines having lunch together on a regular basis, that’s it! You’ll both learn a lot from each other.
6. Consistency matters. A good rule of thumb is to publish two PRWeb releases every month. Just like any other content marketing program you might run, consistency matters. For those customers that grimace of the cost of buying one off releases, check out the Vocus Marketing Suite which will provide a really solid value with a bundle of press releases.
7. Use multimedia. PRWeb’s own research suggests that multimedia can improve time on page with releases by as much as 30 seconds. That’s a lifetime on a crowded web. In addition, multimedia helps build a compelling story that people are more likely to share. Search engines have been considering social signals for several years, so sharing is more than caring – it adds value.
What tips have you got? Please share them with us and we’ll help you spread the word!
If you enjoyed this post, you might also like: How a small business earned sales with a press release
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