So it seems simple. Not only can you structure your site so that search engines will pick it up and promote it for free, but also you can now promote it on a pay-per-click basis using search engines like Google and Overture to get top billing.

But wait. If it’s so simple, why do most people crash and burn when they try to play pay-per-click game?

The problem stems from fact that two different methods of gaining exposure demand wholly different approaches.

The conventional, tried-and-true method of search engine optimization involves building a really nifty, really useful website, loading it with tons of content, lots of free things, and making it so invaluable that if surfers see it once, they are very likely to add it to their list of favorites, and return again and again.

As you may know, press releases are a great way to get word out about your business. If done properly, your website can get fr-ee publicity and exposure by media which can lead to alot of traffic and sales.

But one thing many marketers don't realize is that press releases are great for search engines too. When major search engines "spider" these wire services, it's quite possible that your press release can get a top ranking for some major keywords.

When writing a press release you should try to "optimize" it for search engines. Basically, same rules that apply for web pages should also apply to your press release.

You should include your most important keyword(s) in title of press release. The body of press release, should also include your most important keyword(s) sprinkled generously throughout, especially in first paragraph.

In other words, same rule for "keyword density" in your web page should also be applied to your press release. As you may know, "keyword density" simply means number of times your keyword(s) is used in a given page.

But don't over-do it with keywords. Search engines frown upon this sort of thing which is called "keyword stuffing."

You want a fine balance so that your press release makes sense not only to potential reader, and media, but also makes sense to search engines too.