SEO Press Release

Adding SEO ( Search Engine Optimization ) to your press release.

First, if SEO is Greek to you, I’ll give you brief explanation; SEO is getting your website, or more specific, a page or pages on your website to rank well on an organic search, such as Google, Yahoo and LiveSearch. Organic means the non paid section of the search page. There is SEO for the paid section as well, but that is for another blog post.

So how does a press release help improve your pagerank? When your news is picked up by the press it will often make it on to their website. In many cases your press release is posted “as is”, without or with little of the copy and links changed. Even when your release is used just as source of information, most of the time you will get a link back to your website.

The main goal of an SEO press release is however, to get your news release posted as is. So you’ll want to follow all the proper steps, so a reporter feels comfortable posting it as is. How do you do that? It’s not hard, but it does require some reading if you never written a press release. See this blog for more info and see our main website under press release tips and how to write a press release.

Once you have all the bases covered in writing a press release, you can focus on optimizing the release. We’ll assume that your release has lots of related terms and phrases to your main phrase or keyword you want to optimize your news release for. It’s important to surround your SEO keyword/phrase with related copy as search engines look for relevance.

Picking your keyword or phrase to optimize for good (top 10) organic rankings. First is to think “niche”, particularly if you’re in a big market. Lets use a demo market for this article…You sell dog apparel. So your first though is to target the keyword “dog”. Single keywords and single keywords that are popular are hard to get listed, real hard, because the market is huge and many…many…many companies are competing for these. So you’ll want to narrow it down to a more obtainable keyword. Phrases are what we recommended, but even most of these are highly sought after. You can try variations of your phrase…”dog cloths …clothing, …wear, …kit and so on. But even these are sought after. Narrow it down a bit more…dog birthday gift, doggy accessories, a gift for my pet and so on. Pretty much any “non conventional” phrase that is structured so you know if somebody is searching on that phrase they are looking to buy. Don’t be to obscure, just be different, off the beaten path. A quick search on Google will tell you how well you could do with a keyword(s).

So that’s the hard part. The easy part is making your link. First pick a landing page for your visitors. A landing page is page that appears when someone clicks on your link in your press release. An important point is to have only 2 links in your press release. The way search engines work is each of the links on a page have a combined value. That is, 1 link is worth 100%, 2 is 50%, 3 is 33% and so on. We need 1 link for the reporter to get more info about you, your home page, your media directory or a specific page. The next link is for the page you want to optimize, more often than not this is for consumers to buy your products / services, or a “sales page” to direct a visitor to action, such as fill out a form, call, click a button, etc.. Your landing page needs to have relevant copy to that of your press release as well.

Ok, now where ready to make the link. Lets say you choose the phrase, “a gift for my dog”. most people would just use Word or Outlook, or any software that can make a link. That’s ok if your using a later version of those products. What you want to do is make sure you add some more descriptive copy in the hyperlink dialog box “Screen Tips”. A screen tip is the text that appears when you hover over a link with your mouse. It’s really called “title” in html. If your software doesn’t have this feature or you’re a little lost, here is the actual code for:

a gift for my dog

<a title=”Find a great gift for your dog, choose from clothing, treats, toys or anything for your best friend. ” href=”http://www.rapidpressrelease.com”>
a gift for my dog</a>

Change the http://www.ToYourDomain.com

Change the title between the “”

Having a title for your link will add relevance and increase the value of the link. Even experienced webmasters omit this. Not because it has no value, but because like most of us they tend to be a little lazy. Going the extra step may just get you that top 10 ranking.

To improve your performance the landing page could be titled “A gift for my dog” or a heading on your page (h1, h2, h3) could use that phrase. Be careful before messing with a page that already gets a lot of traffic! If you’re not sure, ask your webmaster.

Finding the right keywords and phrases is an ongoing and evolving process. More pages are added every second and search engines are constantly changing the algorithms they use. Like everything else in PR…test, test, test. You may find that being on page 4 for a Yahoo search for the keyword: “dog gifts” is better than page 1 for the keyword: “a gift for my dog”.

Of course we will do the press release optimization for you when ordering our service and you request it.

~Matt

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2 Responses to “SEO Press Release”

  1. SEO Press Release — Seo Says:

    […] SEO Press Release February 2nd, 2008 Adding SEO ( Search Engine Optimization ) to your press release. First, if SEO is Greek to you, I’ll give you brief explanation; SEO is getting your website, or more specific a page or pages on your website to rank well on an organic search, such as Google, Yahoo and LiveSearch. Organic means the non paid section of the search page. There is SEO for the paid section as well, but that is for another blog post. So how does a press release help improve your Source: SEO Press Release […]

  2. admin Says:

    Good question. The source, or the actual press release itself is not our target for SEO. We want that to be picked up by the media. One well placed article on a major publication is the goal. Having a quality optimized link in that release from a high ranking news site is the goal. The landing page is the recipient of the SEO.

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