SEO Tips for Writing Press Releases
Contrary to some opinions out there, press releases are not dead! But they have changed significantly in the last 5 years. Press release strategy, content and distribution use to be a highly manual activity that needed to be prepared and mailed in advance of an announcement.
Today, the vast majority of press releases are distributed online – and we think all of them should be! That means search engine optimization strategies should be implemented to help your press release rank higher in search engines so people can find them. After all, that’s the whole point, right?
In fact, last year Google had an algorithm update that resulted in press releases being higher ranked in Google News search results:
the search giant widened the number of sources from which it drew the entries that appear in the “in the news” section of its search results page.
This is part of Google’s goal to make their search engine useful, relevant and easy for people to use. Follow our press release SEO tips to help people and search engines understand and find your information.
5 SEO Tips for Writing Press Releases
1. Use Images
Google loves images. People love images. So it makes sense to include images in your press releases! Images your press release can use include:
- your business logo
- photos of your press release topic:
- new book cover
- profile photo of the person being covered
- photos of your event
- videos relevant to your press release
- infographics or charts to explain complicated data
2. Name Your Images
img123.jpg is meaningless to Google and people. Name your image before you upload it to your press release, using keywords and messages.
3. Use Keywords
Keywords – the words your research shows people enter into search engines to find your message or topic – should be used throughout your press release:
- headlines: H1, H2 and H3
Use keywords and related words throughout your release, but don’t keyword stuff and risk Google interpreting your press release as spam!
4. Insert Links
Nearly everyone – especially the media – will read your press release online, not from a hard copy. Type out URLs (including the http://) such as websites and social media sites then make those URLs a link for easy online use. 2-3 links is optimal for a 500-600 word press release.
5. Add Social Share Buttons
The goal of your press release is to spread the word about your news. Make it easy for online readers to share your news by including hyperlinked social media share buttons at the bottom of your press release.
Note: if you are using a press release distribution tool, the social share buttons are probably already included in their template.
SEO and PR strategies work together to get your press release found and read online. A well-written press release is informative and relevant, and not spammy. Strategic content can help your release get ranked higher in Google All, News and Images results!
contact MacManda Media for your public relations needs