As a digital marketing agency, we often get asked if press releases are still an effective tool for marketing. The answer is yes. They are a way to generate awareness about a brand, a product, a service, and they can help improve SEO ratings. The key to success is to leverage the press release in the right way.
Creating a Press Release
Press releases add to the possibility of your brand’s news appearing at the top search results for keywords that your target audience is using. However, you must use keyword and press release best practices in order to make the strategy effective and not labeled as spam.
It Must Add Value
Whether you are writing a press release about an event, a product, or a service, it needs to be newsworthy. The content must add value, it should show how it helps the community, or advances technology, or a new free feature, or maybe a charity angle. It needs to feature the importance of what makes this so interesting or newsworthy. Do not just state facts and use bullet points to sell.
Who Is Your Audience?
When writing a press release, you need to use the same content rules as writing a blog or any other informational article. Who is your target audience? The content needs to appeal to your target audience and journalists for the story to get picked up.
Create a headline that is enticing and intriguing while making sure your keyword is in it. The headline must be written for people and not search engines. This means it needs to read well, and not just terms clumped together.
A press release should answer who, what, where, why, when, and how. The content needs to be clear and concise and avoid keyword stuffing.
Most press releases are about 400 to 500 words. The title and the contact information at the bottom count. The other trick to a good story is to write the press release in the third person. This is key, especially if it does get picked up it is easily written for a journalist to copy and paste or the wire to use as is.
SEO in the Press Release
There are several SEO practices that will help your search rankings. However, there are also SEO don’ts that you need to be aware of as well.
Hyperlinks are a great way to emphasize keywords and have readers go back to your website. However, the hyperlink must be a genuine fit for the content. Also, you do not want to add a ton of hyperlinks for every keyword in the article. Stick to adding just a couple, it is better to use some caution, nothing can hurt more than being penalized by Google.
When using keywords utilize both short-tail and long-tail keywords. Short tail keywords are broad phrases that contain 2 to 3 words and they capture a larger audience. However, long-tail keywords are more precise phrases that will produce targeted results. This will get your brand more quality leads.
Leverage Your Press Releases
Press Releases also offer the opportunity to share on social media and use in other marketing strategies. When a press release is published, it is a great way to announce to your clients and potential clients in an email marketing campaign. Press Releases offer SEO and other opportunities to gain brand awareness, credibility, and authority in an industry. While the strategies within a press release are different, it still has a positive impact on your marketing tactics.