Think for a moment about newspapers. Have you ever heard phrase, "the headline screamed…?" This will probably give you an image of a headline that says, "Town demolished by flood", or, "Strange virus discovered in water supply". Doesn't it make you want to read on, to find out details of story?

For purpose of your headline, you do not have to proclaim disaster in order to get attention. In most cases, you won't want "disaster" mentioned in connection with anything having to do with your business, unless you fix disasters! You also don't have to be overly clever or humorous. The direct approach works best, and is appreciated most. When prospective clients are at door, invite them in. Here are some steps to help you put together a winning headline, and create not just a reading audience, but a buying audience.

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.