Receiving media coverage is among the reasons for a press release.
It can also have many other applications, including aiding readers to locate you from behind a paywall and raising your website’s search rankings.
Nonetheless, it isn’t always a linear line between posting a press release and crawling those SERPs.
Following the findings in a Search Engine Journal, the links you insert directly in your release aren’t assisting with your rankings. Google knows you are positioning those there and discounts them; newswire websites often use no-follow links and don’t assist with your SEO.
But posting press releases can still benefit your overall ranking in SERPs.
The complete guide is worth a read, but let’s focus on one part for now. Can you do SEO optimization for press releases? We are speaking about backlinking or distribution tricks and tips here, but the simple manner you structure the release itself.
Tweak your keywords
The slightest modifications to the phrases you use to describe an aspect of the press release can go a long way in helping you achieve your goal. For example, apparent notes that ‘portable kayak’ accounts for one-third of the search volume of ‘lightweight kayak.’ Presuming your kayak is light (since aren’t all kayaks portable?), just making this minor tweak can give you a significant advantage.
If you don’t know how to gauge search volume, begin with a no-cost, easy tool like Google Trends, which lets you quickly contrast two or more terms. There is more information highlighting how to use Google Trends here.
But Remember…. Don’t spam
We cannot finish without talking about this one. The whole reason for a press release is to spread the word far and wide, but that sort of thinking can do you more harm than good. Links that lure web users to spammy sites can make Google sanction you depending on the company you maintain and damage your overall score. Don’t scatter all over. Be very cautious and thoughtful when disseminating your content online. Use good quality PR services, for example. A well-placed press release on Digital Journal, for example, will do much better than spamming many sites.
Format your headline
Search engines cut descriptions and titles, so be ready to stick within the character limits. Insert the keywords you want in the headline while ensuring you’re within 70 characters. Make sure your content is human-based before search engines, though, and ditch unnatural or unique headings to elicit real, qualified click-throughs.
Highlight recognizable quotes
The majority of press releases insert quotes from somebody. However, if that individual has search value alone, you can make strides in SEO. Based on the nature of the press release, you can quote your CEO, influencer, or celebrity spokesperson. This will assist you in showing up in searches that are indirectly affiliated with your product – and could possibly open you up to a whole new audience.
Be it a graph, infographic, original photography or illustration, the correct pictures can help your release appear higher up in SERPs. Ensure that you optimize every image with alt text and a captivating title and description. This will not only increase your overall SEO, but it will also assist you to appear in image searches as well – another alternative source of getting traffic to your site.
Use natural links
Recall the SEOs who battered SEO press release strategies? They did so by including hyperlinks in every keyword they stuff into their content. Currently, their actions are a cautionary story. If you decide to use hyperlinks, ensure that it sounds natural. Incorporate it into anchor text that is logical and steer readers to pertinent content on your website.
Leverage long-tail keywords
In search jargon, phrases and search terms are grouped into long-tail and short-tail. Short-tail keywords are expansive phrases that comprise three or fewer words like ‘healthy food’. Alternatively, long-tail keywords are concise terms that produce more targeted results like ‘where to get the best auto deals in Atlanta, Georgia’.
This is just the top layer with regard to SEO optimization and press releases, however, make sure to bear the aforementioned tips in mind when structuring and designing your press releases from now on. Being consistent over an extended duration can generate big results and make you more credible.
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