Top Tips For Writing an Effective SEO Press Release
There are many ways to gain exposure online but one of the most effective currently is online or SEO PR. At SEO it Right we build online PR into the majority of our online marketing campaigns but in case you want to have a go yourself here are our top tips for writing an effective SEO press release.
What makes a good story
If you have to choose a topic for an online press release then you are doing something wrong. If something happens within your organisation that you think others should know about then this should automatically become the topic of a news release.
Bill tripping over his own big toe and spilling coffee on the shop floor is not newsworthy – blog worthy perhaps if you have photographic evidence or if Bill spilling coffee accidentally leads to the discovery of new floor cleaning practices, but amusing anecdotes do not make a good press release. The news is a serious channel for awareness building and thus you need to reserve your best stories for the online PR world.
Examples of good topics for SEO press releases would be the launch of a new store or branch, the acquisition of another business, the creation of a new website or brand development or an addition to your range of products and services. Further ideas may include how your business is responding to changes within your industry or the introduction of new, key members of staff.
Despite the fact that you may feel like telling the whole world your news, in reflection the most receptive and targeted audience will be your local one. If you are opening a new store or branch of your business then it makes sense to target news wires and publications within this new area to build up excitement about the forthcoming launch.
Getting the content right
Online press releases do not differ greatly from their traditional offline counterparts in terms of the structure of the content. An SEO press release needs to have a clear geographic target, be dated, have a headline that sums up the story behind the release and be set out in clear paragraphs using concise wording and delivering all the facts. Including a quotation from a key person within the organisation gives the release a ‘human’ angle and can provide an interesting snippet for readers and journalists to scan their eyes over.
Optimising the release
Some of the key ways to optimise your press release will be using hyperlinks within the text to drive interested parties back to a relevant landing page, website or blog. Crucial to the press release process now is to use no follow links wherever possible as Google classes press releases as paid advertising and thus any links within that release which are hyperlinked back to your site to create a backlink may be discredited if created as a follow link.
An SEO press release shouldn’t be seen as the start of the story but more the beginning. If you have something interesting to share about your business then it is only natural you should want to share it in lots of different places. Integrating your social profiles within a press release is vital so that anyone who finds your news interesting can follow you on Facebook, Google+, Twitter or Youtube to keep up to date with future developments.
Submitting in the right places
Traditionally press releases would be created by PR companies who would then call their contacts at various newspapers, publications, radio and television stations to get them interested in the story. Journalists would then decide if they wanted to run the story and possibly send round a photographer to take some snaps to accompany the news release. With the introduction of online news wires, this process has become much more immediate. Online PR news wires still need to approve content though so you need to make sure it is newsworthy, readable and featuring the relevant information if you want to have your release approved for online submission. You can purchase various packages or pay a one off fee to submit your news through the top PR wires, however unless you are an agency this can be very expensive.
As with any press release, getting people to publish is as challenging as ever. The more newsworthy your story is and the more targeted the places you send it to, the better your exposure will be. But at the very least, your news will be published somewhere online other than your own website and will create additional awareness about your business, brand, product or service, to complement an overall online marketing strategy.
If at the end of all this you think it might be best to call in the experts please feel free to get in touch 🙂
Posted by Frances Berry