The main function of SEO press releases is to generate online publicity in a cost-efficient way. With quality SEO and attention-grabbing content, you can increase online traffic on your website, as well as accomplish your personal brand.
But what really makes a successful press release? In this article, we discuss things you can keep in mind while writing one and a step-by-step guide to the structure these releases follow.
The primary goal of press releases is to write a newsworthy story that can grab journalists’ attention. The specifics of the goals can range from spreading brand or product awareness to increasing website traffic. Whatever the goal might be, a press release needs to be focused, well-structured and compelling.
SEO press releases are written for both readers and the search engine. On one hand, you have to make it sound as natural as possible; on the other, you have to weave in keywords and phrases so that the search engines find your work appealing as well.
Given the sheer bulk of content posted on the internet every day, rather, every hour, it is crucial to keep the search engine in mind. Otherwise, you might end up on the third or fourth pages of Google, which, let’s be honest, no one really opens to check out. This brings us to our next point:
Keywords are the most crucial element that will determine whether your press release will succeed or not. We are talking SEO, which means finding the right keywords and sprinkling them optimally throughout the content.
Specific words and phrases: The primary keyword (or phrase) used is usually competitive (generic), while the secondary phrases are more specific to the content of the release.
Keyword Density: While finding the right keywords is important, how frequently they are used is also a part of SEO. There is no one right formula for this density. It varies from content to content and depends on your SEO team and writers. For reference, one keyword per 200 words is considered a rough benchmark in the enterprise SEO community.
Again, since we want to be appealing to the reader and journalists, classically structured SEO press releases would increase readability and help your digital marketing. And if you are wondering about that specific structure, we have a handy guide for you.
The headline or the title tag is the most important tag for search engine optimization. To be effective, it has to be catchy, it has to convey what your press release is about, and it must contain the primary key phrase.
You can also incorporate the name of your brand in the headline, but a little subtlety goes a long way. In case your press release is about a new product itself, the brand name will quite naturally be a part of the headline. Lastly, don’t forget to mention the date here because otherwise it seriously annoys journalists.
This is where you are introducing the readers to the main content. Needless to mention, the summary is where journalists decide whether they are at all interested in the press release or not. So, try to keep it short and crisp. Moreover, you can include a few details to intrigue the readers to want to read on, but not so much that the rest of the article seems redundant.
This summary should also contain your primary key phrase along with one or two (depending on the length) secondary keywords. However, do try to weave them in organically because putting too many keywords right at the beginning can seem a little contrived.
This one seems like the easiest to write, but it can be tricky. As we have mentioned, you are writing this for both readers and search engines.
Firstly, find out the right balance of keywords to be placed in the body. Search engines aren’t really fans of keyword stuffing, and it can hurt the strength of SEO press releases.
Secondly, the content needs to contain the details in an organized manner. In the first paragraph, you can talk about the 5 Ws: what, who, where, when, and why.
Then, in the following one or two paragraphs, you can move on to the details of the event or the news. To make this more interesting, try to include relevant and verified statistics, graphs, quotations, and images. This will provide your readers with more context and proof of the story. You may also include hyperlinks to help readers find pertinent information surrounding the main news.
For a press release to be successful, it must be real news and not an ad about the brand itself. The boilerplate is what introduces the readers to the company (if they do not know much already).
Boilerplate includes a brief history of your company and its vision and mission. This is a great spot for hyperlinking your company’s website or anywhere you want to direct the readers. You should also include the contact information in case journalists and bloggers want to contact the company.
This isn’t a step that SEO press releases need to follow strictly. However, it engages the reader well and adds a sense of immediacy. Try to use the smallest number of words possible to address the readers about the core message one final time. Also, note that if you include a call-to-action, try to include the company’s contact information after this step.
But before we sign out, here are some closing thoughts.
Press releases are considered rather short-lived because they are essentially news. And the news gets old in a day. If you want yours to age well, it has to be noticed by search engines and then read by people. That’s why both the clinical and the artistic aspects matter.
If you are planning on doing press releases often, you can create an online press room on your website since one release can only contain a certain amount of information. You can provide a link to this room on all of your releases so that readers can stay up to date. Also, keep track of your website traffic, sales figures, and every other success parameter.
SEO press releases are written for both readers and search engines. But, SEO is still evolving. So, don’t be afraid of experimenting with different strategies. Eventually, you will find out what works best for your content.