Writing a News Release Optimized for Search Engines

Tips every business should use when drafting news releases to ensure the greatest visibility online.

Social media is the talk of the town lately, and everyone is trying to figure out the best strategies to increase their Web site’s Search Engine Optimization (SEO) and rank on Google.

One strategy to increase SEO is to draft news releases specifically for online use and distribution. If keywords and links are used properly in a news release and posted online, including to your company Web site, the SEO of the release can increase.

The growing use of wire service, including Business Wire, Marketwire, PR Newswire and PRWeb, and many news outlets moving to online versions, makes it very important for your business to also make a transition from the traditional news release to a version that is suited for online.

Public relations teams can provide assistance in determining what keywords will set your release apart and increase the visibility, while also communicating the desired message to key audiences. The process of using SEO news releases can also increase your company’s Web site ranking in search engines if implemented properly.

When writing a SEO news release, there are a few rules of thumb to consider.

Use keywords throughout the news release but especially in headlines. There are several keyword search tools online that can help you determine which words will attract the most pickup. For example, Google AdWords allows you to search words from your news release and will provide you with keywords related to those words along with the monthly search volume for each word.

Avoid using industry jargon. If the purpose of writing an SEO news release is to maximize visibility and readership from customers, then you need to use terminology that your customers understand and will use in search engines. One way to determine if you have too much industry language in your news release is to ask someone outside of your industry to proof it, and if they don’t understand the language, then you need to change it.

Utilize links. This can include linking to your company Web site or other Web sites associated with some of the keywords or even secondary words and phrases throughout your release. Links are useful in more ways than one – not only will linking to other sites increase the SEO of the news release, but links can also be helpful to your readers who are interested in learning additional information.

Keep content interesting and newsworthy. Although it may take some time to master writing SEO news releases that still convey your message, it is very important to keep your release newsworthy. Without newsworthiness, SEO doesn’t matters. Public relations counsel can be a great asset in this area. A PR team can ensure the writing is strong, succinct and includes the keywords customers are searching.

Practice, practice, practice. Everything takes practice; even drafting a traditional news release takes time to learn. Don’t give up if on the first try your news release is not in the first position on Google search. Be patient and don’t be afraid to ask for help. It’s also a good idea to research various SEO tools and how-to articles online.