Making Search Engine Friendly Press Releases

Writing press releases is also a good way of implementing search engine optimization techniques. But admittedly, it can be more challenging because press releases are not just like any other web content. You have to be extra careful when it comes to using keywords and key phrases because you are basically crafting a news article which people would expect to be filled within information. As you know, SEO is all about placing keywords or keyphrases strategically within the copy. So how will you now do that with a press release?

You should at least try to use a keyword or keyphrase within the first paragraph of the press release, much better if you can also place it in the first sentence of that first paragraph. Usually, a press release's first paragraph is a summary of what the whole article is about. Most writers include data and figures right at the opening statement to provide more impact for its readers. You can also try opening your press release with a quote from a point person, but that might be a challenge when it comes to inserting a keyword.

Speaking of quotes, optimization can be a challenge to do on direct quotes because your resource person may not actually use the keywords or keyphrases that you have verbatim. In this case, you can compromise by editorializing their responses. What you will do here is simply get the gist of their original response to whatever question you threw and then try to fit in some of the keywords into the quote you will create for the press release. Just make sure that you don't add extra components to the quotes apart from the keyword.

You should also put a keyword within the middle paragraph around two times. But as you do so, make sure that you at least leave a one sentence gap in between them. When you put the keywords in the press release, make sure that you do not end up overstuffing it and aim for at least 2% keyword density—which approximately translates to repeating the keywords around 10 times within the whole article.

Finally, don't forget to place a final keyword or keyphrase within the last paragraph. It should ideally be at the first sentence but anywhere within the last paragraph will also do if that would feel more natural for the entire flow of your press release. Keep in mind that making a press release is all about being coherent. Your information must be easily understood and must have continuity.


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