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Exactly what is an optimized online press release?
Online press releases, (optimized press releases) are a relatively new development in the world of search engine exposure. Within 24 hours, a well-optimized online press release will climb to the first page of Google News and Yahoo! News – if it is well-written and strategically embedded with relevant keywords. Many optimized press releases can arrive on Google’s regular search engine in less than a week’s time and remain there for up to six months. More than 27 million people use news portals every month and millions more use Google and Yahoo! search engines. |
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Can readers of my online press release click through to my website?
Yes, this is one of the great advantages of online press releases – they drive traffic to your website. And, just like websites, online press releases display graphics and text links. Some online press releases even display a thumbnail of the website and a generous portion of the home page as a panel across the bottom of the release. |
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Does that mean I must have a website for an optimized online press release to work?
No. A website is a tremendous advantage for marketing any business big or small, but an online press release performs perfectly on its own. For start-up companies, part-time consultants, hobbyists and others who have no budget for building a website – but still desire wide exposure – optimized press releases are an ideal way to promote a product or service to tens of thousands of people around the country and around the world. |
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What is the value of top search engine placement?
New research shows that 70-80% of Internet users put more credence in natural search results than they do sponsored advertisements. Furthermore, studies show that most Internet users ignore sponsored ads. |
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What makes an “optimized online press release” different from a regular press release?
Optimized press releases are written with selectively researched keywords that target a specific audience and attract search engine spiders. The use of these embedded keywords drives traffic to a company’s website and attracts potential clients and customers. Traditional press releases are not keyword-embedded and are written for journalists’ eyes only – not the end users. |
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On what search engines do optimized online press releases appear?
Once a company gets top search engine placement on Google and Yahoo! The same relative placement also occurs on other search engines including: AOL, Alexa, Netscape, Iwon, Information, A9, Amazon, MyWay, Go, Earthlink, Compuserve and ATT.net. |
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When a website is optimized, it takes months for it to see top search engine placement. Why then, does an optimized press release make it to the top almost immediately?
Because content is king on the Internet – especially new content. And, what is newer content than a press release – also referred to by many as a “news release”? Press releases are literally all about news. Google, Yahoo! and other search engines love new content because they see it as information valuable to their users. Also, search engines are pleased to see relevant inbound links to a website – and an online press releases represent valuable links to a company’s website. |
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Can anyone optimize a press release?
No. Writing an optimized press release is a highly specialized form of professional writing that requires talent and experience. Keen analytical skills are required to identify the right keywords. Also required is the ability to write creatively and naturally so the reader will not detect the adroit, behind-the-scenes use of keywords embedded strategically throughout the release. You can’t pick up the art and science of press release optimization overnight anymore than you can learn to repair an air conditioner or install a roof in one easy lesson. |
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Can you give examples of keyword use in online press releases?
Yes. Here are a few examples.
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Margo is a public relations expert who trains CEOs in effective ways to deal with the media. Her press release was optimized for the keyword phrase, “public relations training.” The release ranked #1 place on Google News. |
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Jack is a plumber whose press release was optimized for the keyword phrase “northwest Houston plumber.” When someone living in northwest Houston needs a plumber and types “northwest Houston plumber” into Google, somewhere on the first page of Google – most likely Yahoo, too – Jack’s press release came up. |
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Elizabeth wrote a book aimed at doctors interested in building their practices. A press release announcing the launch of her book – which was optimized for the keyword phrase “healthcare marketing strategy” – sat on the first page of Google and Yahoo! for more than three months. |
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Are journalists the primary audience for an online press release?
Not necessarily. Before the Internet, companies distributed press releases almost exclusively for editors and reporters in hopes they would find the information compelling enough to incorporate into an article or broadcast. In essence, the media and its journalists were the news filter and gatekeepers. The Internet has changed this process dramatically. Today, consumers and B2B prospects read more than 98% of Internet press releases. Now, news goes directly to the end user. |
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How often should I publish an optimized online press release?
As often as you have news to share with your target audience. The more you get your name and product out there, the better. |
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What if my company doesn’t have any “news” – how can I take advantage of online press releases?
You probably have a lot of news, but you don’t recognize it as news. Made any important hires recently? That’s news. Built an addition to your building and expanded services? That’s news. Reached a sales milestone or a financial target you believe will impress prospects and help build trust? Some people call this “bragging,” but when such “bragging” is skillfully written with relevant keywords, it qualifies as an online press release. |
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Sounds like these press releases are nothing more than advertising. Is that true?
All press releases are a form of advertising – optimized or not. Strictly speaking, public relations is a form of indirect advertising. No, press releases are not half-page spreads in a newspaper or a big billboard on the interstate, but they do accomplish some of the same goals. They call attention to a product or service by emphasizing desirable qualities that arouse a prospect’s desire to buy or patronize. |
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Will my phone ring off the wall – or my email box fill with inquiries – if I send out an online press release?
Optimized online press releases, like optimized websites, do not perform business miracles. Thanks to the marvel of modern technology, an online press release can be a powerful tool for capturing sales leads and potential buyers. But, only one tool. If your product is overpriced, your customer service lousy, your widgets are poorly constructed and your click-through website is not navigable – it won’t matter how many people read your press release. Just as you can lead a horse to water but can’t make him drink, you can drive qualified prospects to you website with a well-optimized press release – but you cannot make them buy, or even click through. The good news is: if other elements of sound business practice are in place, an online press release can spread your message to the world’s largest body of buyers in a way no one ever dreamed possible before. |
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