Press Release Optimization - SEO for Press Releases

Internet Marketing includes various forms of optimization, from Search Engine Optimization (SEO) to Social Media Optimization (SMO); we can now safely add Press Release Optimization (PRO). Here is how to optimize press releases, simply treat them like advertisements in a Google AdWords campaign.

More than one Press Release

Use an A/B or multivariate strategy. Create two or three press releases, each focusing on a different aspect of the news event. It is preferable to align each of the news event aspects with a particular brand or offering component.

Align Press Release Focus with Brand and Product Elements

For example, a brand may have "leadership" and "luxury" as key elements. The news event could be a new luxury product innovation. In this case, one press release could focus on leadership and how this is a new sign of leadership coming from a long line of innovations. Another press release could focus on the luxury aspects of the new product, and how it surpasses the luxuriousness of other products in the category.

Keyword-driven Copy Writing

For something that takes time to do, take a little more time to do it right. This means using keyword-driven copy. This is not the same thing as simply throwing a jumble of keywords into a document. Rather the specific phrasing of the copy really needs to have the keywords in there, in an order which is consistent and correlated with valuable keywords.

Press Releases need Images and Video

The very same story as told in the Press Release should be told in images and in video. This dramatically magnifies the uptake of the text, since images and video is compelling and can easily be embedded in other sites.

Make the Press Release Social

Tell the same story as a set of images on Flickr, a video on YouTube, and a slideshow on Slideshare. Then send URLS and embed in Twitter and Facebook.

Press Release Campaign with Measurable Outcomes

Treat the press release as an advertisement, which is one element in an advertising campaign. Just as with ads, press releases should have multiple versions, keyword targets, awareness, engagement and conversion goals. The success or failure of each campaign should be measurable.

Internet Marketing Intelligence

Additional intelligence should be gained in conducting the campaign. In particular the behavior of customers as well as the specific channel attributes can be better understood. One way of learning about the behavior of customers as well as the behavior of particular PR site channels is to use an A/B or multivariate approach comparing both message and channel.

Press Release Campaign Design

If you contact us, we are happy to send the exact metrics and statistics used to determine channel and message effectiveness based on the 2x2 and 3x3 campaign models.

Related posts:

1. Seven Free Press Release Sites with Pagerank Five or Six
2. Google News Search Optimization
3. SEO / SEM 101 - Internet Marketing at SEO Chiangmai