Posted: April 30, 2018
Everyone in the world should know by now that search engine optimisation (SEO) is really important for your business. However, not everyone is aware of the fact that great SEO is also really important for your online PR as it is for the content on your website. Using the following tips when you next write a press release will not only add value to your communication but also help to improve its performance in the search engines.
1. Keep it relevant
As we have outlined above, SEO is the best way to make sure that your online material is seen, but what it can't do is make sure that your audience engages with it once they have seen it if they don't find it interesting. Therefore it is really important that when you are writing a press release you not only make it relevant, but it is also readable and newsworthy as well. The best way to do this is to sit down before you even start writing, and think about what your reader will get from your announcement and what problem of theirs this press release will solve. This may seem like an obvious thing to do, but we cannot emphasise enough how important this is - with Google and many of the search engines changing their algorithms specifically to concentrate on content that answers users queries.
2. Pick your keywords carefully
Keyword selection can really make or break your SEO projects, and so are also really important for press release writing as well. There are lots of resources available online to help you with selecting the right keywords, and we will discuss this more in upcoming blogs. To help you get started though, you should consider the main topics that your press release covers, and then think about the sort of things that people may type in the search engines to find these topics. There is a great website called Ask The Public which is also useful for giving you ideas as well.
3. Don't Underestimate the Power of the Headline
The headline is the most powerful part of an online press release, from an SEO point of view. Not only is it the first thing your readers will see, but in this information age, it may be the only thing they read. Therefore to make the most of the PR tools that are out there, you should ensure your headline is not only written in simple language that is free from jargon but it also clearly tells your reader what the release is about. Keep in mind these tips when writing your headline:
• Include your most important keyword somewhere in the title (in a natural way)
• Keep it short to make it easily shareable on social media platforms such as Twitter
• Try and include a number in it. Sounds odd, but research has shown that articles with a number in the title do better than those articles that don't have a number.
• Consider using a sub-headline to really clarify your releases subject and cover all the keywords.
4. Don't Forget Your Call to Action (CTA)
A common mistake that we see in many press releases, and indeed blogs posts, is that people forget to tell their audience what they want them to do after they have finished reading the release. This is called a call to action (CTA). In a press release, the CTA is usually in the form of a link placed on a piece of text (also known as anchor text) which provides the search engine with an indicator as to what the press release will be about). It is always good to include a link in the first paragraph, but you should also make sure that any link you do include occurs in a logical place.
5. Make it eye-catching
A great way to really improve the SEO performance of your press release is to include multimedia, such as images and videos. It can be easy to dismiss these as not useful to SEO, but actually including multimedia such as this means that your press release will also be crawled and indexed by media search services such as Google Images.
To find out more about our UK press release distribution services, please contact us today by phone on 020 8720 6914 or email us at firstname.lastname@example.org