by Karon Thackston © 2004 http://www.copywritingcourse.com
When you write a press release, what is your ultimate goal? No doubt, getting information to as many publications and on as many Web sites as possible. The focus lies in moving outward… taking press release to as many *other* sources as possible. We buy lists of journalists, pay public relations companies to distribute release to thousands of targeted leads, use online press release distribution services, and create our own in-house list of reporters to touch base with. This is “standard” route that press release distribution takes.
However, we generally don’t think about how these releases can work for us in other ways. For instance, have you considered fact that adding your press releases to your own site can increase your visibility and boost your lead generation efforts?
How? Because press releases can open new avenues for search engine spiders and site visitors to find you.
Writing A Search-Engine-Friendly Release
Press releases have some unique characteristics that can contribute to an increase in search engine positioning for your site. They are similar in many ways to pages that use search engine copywriting techniques. For instance, they:
1. Have a narrow focus. 2. Include copy that deals with one specific topic. 3. Incorporate use of keyphrases. 4. Use keyword-rich headlines.
Press releases, by nature, incorporate each of elements used with good search engine copywriting. That makes them perfect addition to your site.
With very little effort, each of your press releases can be turned into optimized pages that draw in additional, qualified traffic. When you write your next press release, consider adding these two simple steps: