Optimizing your online press releases will increase brand exposure, referral traffic, and search engine optimization. Here are a few guidelines that, if implemented, will make your press releases contain more SEO value and convert readers into leads.
Be sure that your chosen online wire service does not redirect links within your press releases to another server before sending them to your website. Wire services typically do this to track the visitor through a cookie that is tracked during the redirect. This is good for the wire service, but bad for you. Just hover over a link in your press release and make sure the URL points to the desired page on your website to confirm a direct link. Also, in anchor text, it's a bad practice to force keywords where they may sound a bit unnatural to the content of the article. Use keywords and phrases that are relevant to the article only.
Follow these simple guidelines when using links inside your press release. Use no more than one link if your press release is less than 250 words; two links for up to 400 words; three links for up to 750 words; and five links for up to 1,000 words. It's good practice to keep your online press releases under 1,000 words. Using too many links can make a press release appear 'spammy.'
Press releases with multimedia typically have higher click-through rates. So, if your wire service allows multimedia attachments such as videos or pdf files then be sure to take advantage of this extended functionality. Here's a little known trick: don’t forget to optimize the filenames and titles of your multimedia attachments to your press release. This will boost the press release's SEO power. Again, use keywords and phrases that are relevant to the press release only.
Always inform the reader of something new, interesting, and relevant. Always follow basic grammar rules and avoid the temptation to use bold or uppercase text. Always include a call-to-action in the release to guide the readers who want to know more to your website. Never write a press release to sell the reader something. Remember that the point of a press release is to be something that will be shared by the press.
Online press releases can be sent using paid or free services. The top solutions include Marketwire.com, Businesswire.com, PRWeb.com, helpareporter.com, PitchEngine.com, prlog.com, newswiretoday.com, or theopenpress.com. I suggest using paid solutions as they usually have relationships with the best publishers.