On web, you generally have only one opportunity to not only get someone's attention, but to keep it. If you lose them at headline, you have just lost your opportunity to convince them why it is such a great idea to do business with you. Grab their interest. If you don't, it's doubtful they will come back again, and you may have lost a great prospect. Make your headline count.

1. Choose keywords that can be easily included in your release. 2. Incorporate keywords into your headline where possible.

Incorporating Press Releases Into Your Site

Next, you’ll want to develop a page structure that caters to search engine spiders. Because spiders follow links, you’ll have to open a door from your home page to section of your site that houses releases.

First, add a link to your navigation bar that points to a “press release directory.” On directory page, list each individual release with a one- or two-sentence summary and a link to entire content of release.

Then create a separate page for each release you write. Using keywords you’ve researched for content, write a title and description tag for each page. Then upload everything to your host’s server. Once pages are spidered, you’ll find numerous new roads leading from engines to your site.

With just a little more effort than you would normally give, your press releases can pull “double duty.” Through a push-pull effect, your releases can be pushed toward media outlets for additional exposure, and they can also pull visitors back to your site through use of search engines. The result? Even after initial media explosion over your releases takes place, they’ll be working to drive traffic to your site and increase your search engine positioning.