Any business, whether online or offline, needs to write a press release for various reasons. It may be to announce new product or service offerings, significant milestones of the company, an award or recognition or other events relevant to the business. While basic rules of composition still apply to online press releases, adding some SEO techniques will improve your chances of reaching a targeted audience and directing them to your website or your doorstep.
Plan your press release
Preparation is essential when you write a press release. This entails setting down your objectives and knowing your audience. The objective of your release may be to announce something, sell your product or service, or to boost your website’s search rankings. Identify your target market or audience and find out their wants and needs. Your message should directly address something that they need.
Press Release Research
Knowing the right keywords that your audience uses to find what it needs online is an important step. Spend some time on quality keyword research tools or hire someone to do this for you. The information you obtain may be used not only for your press releases but for other web content as well. Expert tip: Focus on a niche market by using long tail keywords.
Form a general idea of how your release should sound. Choose a communication style and create a focused message with relevant keywords. Use only clear and accurate language with a conversational tone. Keep terms simple and avoid technical jargon.
Create the Press Release Headline
A headline that grabs the reader’s attention and contains targeted keywords works as well for SEO. It should be able to tie the other elements of the release by using words that suggest what the summary and body are about. Incorporating keywords into the headline can be tricky but is possible using some creativity. The entire headline should also remain under 170 characters.
Write the First Paragraph
The first paragraph of your release should introduce the body by summarizing its contents. This portion connects the headline to the body and again must contain the targeted keywords for SEO purposes.
Drafting the Press Release Body
The body is used to flesh out details of the topic mentioned in the title and first paragraph. Its ideal length is between 400 to 600 words and must also contain another set of key phrases, taking care not to overstuff it with keywords.
Finally, add a short but high quality write-up about your business and include an image and a link to your web page. Practise these steps and write a press release regularly to boost your website or business.