Optimizing Company News for the Search Engines
Aside from letting the world know about what's going on at your
company, press releases also help your company's website build and
maintain high search engine rankings. In the past, press releases were
only for journalists who may be interested in your company or industry.
Now, press releases need to written and formatted with the search engines in mind as well.
Continue reading for ways you can optimize a press release for the
search engines and have it pay dividends well past its initial
1. Carefully choose 2-3 keywords and strategically place them throughout your press release
The first step in writing an optimized press release for the search
engines is to determine 2-3 keywords you will target. You should place
these in your headline, sub-headline and about 1-2 times for every 100
words. You should also include your company name in your headline.
2. Anchor-text optimization - Create links with keywords
Creating links to your homepage using keywords, also known as
anchor-text optimization, is an important way to optimize your press
release for the search engines. Highlight a keyword in the first
paragraph and link to your company's homepage along with linking to
specific service pages within your site from keywords in your
boilerplate (company description at the end).
In addition to the anchor-text in the first paragraph, you should
include your actual web address in parentheses right next to it.
3. Text-formatting - Use bold, italics, underlining and bullet lists to make points and optimize for search engines
Search engines also place a higher value on keywords formatted
differently than the rest of the text in a press release. Formatting
keywords in bold-faced, italics, underlining or other special
formatting elements can wring more benefit out of your press release in
the search engines.
4. Include a RSS and "share" button
When you post the press release on your website, include a RSS
and social media "share" button. These handy features allow
those who find your press release to easily share it with their friends
Not only is properly formatting a press release to AP style guidelines like we described in part I
our article important, optimizing them to show up in search engines is
equally important. Not optimizing keywords and other SEO elements in
your press release means it will not have the desired impact you may be
Even if you have the best written press release otherwise, not optimizing it for the search engines means it will not be seen by as many people as you want it to.
September 9, 2010
Stone Reuning is president and founder of SEO Advantage, Inc., an online marketing firm and website optimization company that helps businesses turn their websites into powerful lead and revenue generation tools.
Beginning with a focus on search engine optimization in 1999, SEO Advantage now brings a full multi-disciplinary approach to each client website. Clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services. Experts in SEO, social media optimization, online reputation management, and website conversions work hand-in-hand with small business owners and client marketing departments providing complete copywriting and creative web design support.
You'll find SEO Advantage referenced in books such as Writing Web-Based Advertising Copy to Get the Sale and the BusinessWeek bestseller The New Rules of Marketing & PR, as well as popular ebooks like The Small Business Blogging Blueprint.