I’ve just posted this message in a private internet marketing forum to which I belong, and thought I’d share it here as well. It relates to ‘creating’ news for press releases when you really have none, but want to reap the SEO benefits of publish a release by one of the premium PR networks.
“When asked to write Online SEO Press Releases for clients, I always ask for some specific information – much of which would apply to all types of written content:
- Keyword – for obvious reasons
- Credible sources for more for more information – to be sure the information I draw upon is accurate
- Competitor websites – so I can see what they are doing, and how we can get an edge
However, what IS different about SEO Press Releases – when using a premium distribution service – is that the material submitted to them has to have an element of News. Talking about the feature/benefits of a product or service is not ‘News’, but announcing a new breakthrough, new technique, new CEO, new direction etc is.
So, how do you ‘create’ News?
Here are some examples I’ve used recently to write a News item for SEO purposes that is acceptable to PRWeb – where my client did not really have any news.
1. Traffic Management: Company provides sign and staff (Stop/Slow), detours, bollards etc and creates traffic management plans. No news. I researched industry-related news in the target geographical area and found a new report that had been launched in recent months that changed many of the regulations. So it was the ‘announcement’ of this report that became the news, and my client’s opinions and adherence to the new rules that became the main story. Target keywords included in the headline and hyperlinked in the body.
2. Consulting: Client had put a free report on his site months ago – so we decided to ‘launch’ it via an online press release. Its ‘release’ was the news.
So, when you think about writing a release (or asking me to write one for you!) think outside the box a little and you will come up with something newsworthy – look to your industry and make a comment (but bear in mind that it will be ‘on the record’ for years to come!)
Consider how the words “announces”, “announced”, “revealed”, “launched”, “exposed”, “endorses”, “released” can be used in your headline, and be continued through the message.
Of course, if you are using some of the auto-approval free release sites, there is not the same strict requirement for news.
Food for thought!”