PRESS RELEASE SEO BEST PRACTICES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

But what is important for communicators to understand is that this kind of placement – a single piece of content (i.e. the news release) across so many websites – is categorized by Google as duplicate content . Duplicate content is not bad, but it is not the same as original content. Original content is content written by a single source for a single publication or website. Any time this same content will be placed elsewhere, Google requires the publisher, such as Business Wire, to add a particular tag called <no follow> to any included URLs. When this tag is not included, the issuing company risks penalties by Google that impact their website’s visibility in search engines.

Business Wire is a well-known news distribution company. Our news platform is trusted by investors, reporters, influencers, customers, and search engines. Your news release benefits from our deep and trusted relationships: It appears at the top of search engines when users search for terms found in the first 5-7 words in your headline. When you want your announcement to be found in search engines, Business Wire is here to help.

Here are our top 3 steps for increasing visibility in search engines:

To learn more about SEO, link building, and how to write a headline that reporters and search engines love, here are a three great resources for your files:

To protect our clients from possible duplicate content penalties by Google, Business Wire follows industry protocols and adds <no follow> tags to any included hyperlink within the news release. This code allows us to place your news across the web and tells Google you are not using this content piece for link building purposes.

As part of our commitment to provide wide reach for and on-demand access to our clients’ news announcements, every Business Wire-issued news release is placed on hundreds of different websites and search engines. These placements make it easy for people to find your news release at the exact moment they are looking for your kind of information.

One recurring question we receive is whether news releases are useful in search engine visibility and link building strategies. The short answer is yes – and no.

News releases are not link building tools, but they do appear high in search engines when your audience is looking for your news.

Get the latest PR, IR, Marketing and Media tips on the Business Wire Blog. Subscribe today!

You might have noticed that most press releases mention details such as date, place, and name at the beginning. These details can trigger the imagination of users by providing them with details about an event you’re hosting or the product line you’re launching.

Journalists use these tricks to grab the interest of their readers and keep them engaged for longer:

Emotional words: loan in time of need.

After the headline, it is the introduction that keeps users engaged and encourages them to keep reading. The first paragraph of your press release should answer these five questions:

Image source: TicketCity.

4. Begin Your Press Release with 5 Ws.

Let me give you an example of keyword-rich eye-catching title.

SEO is as essential for your press release as it is for other content.

You need to ensure that your readers get a fair idea of what you want to convey and what they should do after reading your press release. You can encourage users to take the desired action by smartly placing a compelling call-to-action.

Press releases can help you get the word out about your brand, products, and services. However, to make sure that they reach the right audience, you need to optimize them for SEO.

For example, being a content marketer, I always look for news that tells me something new about the marketing world. The headline below recently got my attention:

This is why you have to think like a journalist. Gripping stories from current events, sports, and even entertainment make you read to the end. That’s how you want your content to be.

The purpose of SEO is to get your press release out there in front of your potential customers. To make sure that they receive your message, let’s discuss how you should optimize your press release.

Finally, you should summarize your press release with a boilerplate.

Now that you have your title and keywords, it’s time to work on the first paragraph of your press release.

6. Leverage the Power of Visuals.

This easy-to-consume guide teaches you how to optimize your press releases so that they catch the attention of potential customers and increase your brand’s reach.

Image source: Fit Small Business.

You have to search for keywords that users are looking for and create your press release around them. You can use Google’s Keyword Planner to find out keywords with high search volume. You can then include them in your press release.

Pro Tip: You should avoid using common CTAs like “click here” as they tend to drive your users away.

Your CTA totally depends on what you want to achieve using your press release. So, you should determine your aim behind creating it.

In this digital age, where content is coming from all sides, the headline is your only opportunity to grab users’ attention. It can make or break your efforts behind creating the press release. That’s why you should spend some time to use this opportunity wisely.

3. Pick a Valuable Headline.

You should follow the tips mentioned below to craft click-worthy headlines and optimize them with keywords:

Keywords: free loan, loan help.

Another thing to note here is that you should optimize the content of your press release for SEO. You should make sure that you evenly distribute relevant keywords throughout.

After these details, you should highlight the message that you want to deliver as a brand. It gives users a clear idea of what the press release is about and why they should read more.

Visuals can help you increase the effectiveness of your press release. Adding visuals can help you prevent users from getting bored and engage them in a better way. Visuals can also help people remember your content better and longer.

Following this 5 Ws format to write your press release can help you cover all of these things. And you shouldn’t forget to include your target keyword once in the first paragraph. However, you should make sure that it sounds natural so that Google doesn’t penalize you for keyword stuffing.

It all begins with the headline.

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