what is press release in seo?

[Pooja Goel]

A well-written press release should contain embedded links to key web pages on your site. Then, when it is distributed through a press release distribution service and is syndicated and posted on numerous third-party websites and blogs, you automatically have a powerful set of links (with chosen anchor text) back to your site. This means those links serve as a link signal for the major search engines and elevate your search visibility for your website.

Here are some tips for ensuring you optimize your next press release:

Make sure your press release is newsworthy

The first step you’ll want to take before you sit down to write your release is to make sure you aren’t just writing a marketing pitch. A press release should let people know about something new that’s happening, whether that’s internal company development, or a larger trend/story that your news/company fits into.

Clearly define your goals and target audience

Think long and hard about exactly which types of publications you are hoping to target with this release, and then write the release with those publications in mind. Really think about who your ideal audience would be, what story hook would appeal to them and how you might be able to interest them in your story.

Structure your release like a news story – and focus on getting your keywords in first two paragraphs

Structure your release like a news story. If you studied journalism, you are familiar with the infamous inverted pyramid theory. Stick to that structure. The more the release is written like an existing news piece you might see in the press, the better chances you’ll have of getting it picked up.

In addition, search engines place a disproportionate amount of importance on the content early in your release — specifically the headline, subhead and first two paragraphs. Make sure to use your targeted keywords as often as you can within this space.