Attracting the attention of your audience on the Internet is an art which is also known as SEO. While many focus on publishing content on their websites, online press releases can also be powerful traffic magnets if you spend some time crafting your messages.
Online press releases still rely on basic writing techniques and SEO principles to grab the reader’s attention and get them to click on your links. A press release designed for news services distribution should have key elements such as the headline, summary and body.
Oftentimes, the news distribution service will allow you to add a signature at the end of each piece which you can use to describe your business or client briefly and add a URL for linking.
Press Release Headline
Write an interesting headline that relates to the contents of your press release. For SEO purposes, the headline should contain targeted keywords and must not exceed 170 characters in length. For visual appeal, capitalize all initial letters of the headline except for “a”, “an”, “of”, “to” and “from”.
First paragraph of Your Online Press Release
Often used as a lead or summary, the first paragraph should flow smoothly from the headline to the body. Incorporate your targeted keywords in the first few sentences to make it easy for search engine bots to index your content. Reveal only enough to whet the appetite of your readers and lead them to view the body or substance of your content.
Press Release Body
This is where you expound on the headline and summary by stating who, what, where, how and why in detail. Use only clear, straightforward, and conversational language while avoiding technical jargon unless your target audience can relate with it.
Your message must be focused and contain relevant keywords without overstuffing your press release. Depending on the subject of your release, this can also contain your enticement or call to action. The ideal length of the body should be between 400 to 600 words, enough to relay important information without losing the attention of your reader.
The ‘About’ Section
Some distribution services allow you to include an “About” section at the end of each release which you can use to publish images of and links to your business or client. You should also spend some time creating this portion as it can serve as a signature or business card for generating backlinks.
Writing your own online press releases regularly is an inexpensive way to boost search rankings. With practice, you can even develop your own style and template for consistent quality.