How to Make Your Press Releases Thrive Online

In my presentation to the IABC in February, we talked about why search engine optimization is important to press releases. There are many ways for your release to be displayed online and thereby accessible to search engines like Google. A best practice is to always post your press release to your website or online newsroom. Also, there are some press release distribution services, such as Business Wire, that will post your release to hundreds or thousands of websites for a small fee. This article will provide a good jumping off point for you to learn how to get the most out of your release once it is posted online.

The goal of this article is to help you take advantage of a new way to reach your audience, search engines. Only a few years ago, your audience for a press release was only the media. You sent it to the local paper or trade publication, hoping that they would write an article about your company. Then you hoped that your clients, prospects or anyone else you were looking to reach would see it. That’s a lot of hoping.

While the media is still the main target of a press release, search engines help to take the guesswork out of public relations. Google tells us how many people search for certain terms every month in their keyword research tool. This tool will allow you to select the right keyword to put into your press release. Selecting the right keywords is one of the most important things that you can do when creating your release to make sure that it is found.

Check out this blog post for some good things to keep in mind when selecting your keywords. Also, check out this great video to help with keyword selection.

Here’s a link to the Wordtracker Tool for more suggestions.
Embedding hyperlinks in the text of a release is another important tool.

Keywords with embedded links to your website do a lot for SEO. Here’s the three most important benefits:
1. Increases the chance of your release being found on a search for the keyword
2. Drives quality traffic to your website
3. SEO of that webpage increases

For working more SEO into your site: Google’s Official SEO Starter Guide.
This information will hopefully get you on the road to recognizing the benefits of SEO in press releases.
To continue your training:
1. Please check out our on-going Business Wire webinars
2. Check out our EON Resources page for some good info
3. Call or email me to setup a more in-depth meeting and hear about Business Wire’s tools
4. Check out these blogs: or

This article contributed by Aaron Nye, Account Executive with Business Wire ( Philadelphia, a Berkshire Hathaway Company. Aaron can be reached by email at or by phone at 610-617-9560.

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