Online PR is a great tool for SEO. However, making an online press release SEO friendly requires a little bit more effort on your part than just writing up a press release and sending it out for publication. Like any other piece of content you use for your SEO campaign, you have to make sure it’s properly optimized!
Here are 5 tips for creating SEO friendly online press releases:
1. Include at least 1 full http link and two anchor text links.
Online press releases are a great source of links and can help round out your link portfolio and drive targeted traffic to your site. A good rule of thumb is to include 1 link for every 100 words, although some PR distribution services put a min/max limit on the amount of links you can add. Be sure to include your full web address at least once (usually after the first time your company is mentioned by name) and at least two anchor text links using important keywords. Your anchor text can either be in the body of the press release or the boiler plate.
2. Optimize headline with most important keyword.
When using an online press release for SEO, it’s important to treat it like any other piece of content, which means you need to optimize it. When it comes to writing the headline, be sure to incorporate one of your top keywords. For instance, instead of writing a headline that says “Brick Marketing Opens New Office in Massachusetts,” my headline should read “Boston SEO Firm Brick Marketing Opens Second Massachusetts Office.” “Boston SEO firm” is one of the keywords I’m targeting and this press release could potentially rank for a related search.
3. Use a paid PR distribution service.
To ensure that your online press release gets the most attention (and doesn’t get flagged as spam by the search engines) be sure to use a paid online distribution service. Online press releases from trusted distribution services get more attention from reporters and online news sites, plus the search engines trust these PR sites to distribute quality content.
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4. Publish online press release on your own site.
One way to get a few extra links to your site is to post a slightly edited version of the press release to your own website. That way, anyone that wants to link to the press release will be able to link to your site, and not the online PR distribution service that published the original press release. This is also a great way to help keep your website supplied with fresh content, which will give the search spiders a reason to revisit and index your site.
5. Share online press releases on social profiles.
Don’t rely on the PR distribution sites to do all the heavy lifting! If you want your content (any content, not just press releases) to get noticed you have to help promote it. Post links to your latest press release on your social profiles (Twitter, LinkedIn, Facebook, Google+, etc) so your social network knows what is going on with your company. The more information you can publish the more reasons a connection has to interact with your brand.