The press release is one of public relations’ most valuable tools. It is a cost-effective and credible way to promote a brand, service, or product.

With more visibility comes a larger audience - and in the digital age, where customers look up brands and products online, it’s more important than ever to optimize press releases for SEO.

Of course, this is easier said than done.

How do press releases work for SEO? Or, more specifically, how does SEO fit within a press release strategy?

Understanding SEO for Press Releases

An SEO press release is written and distributed in order to achieve SEO goals such as enhancing discoverability, or appealing to a specific target audience. It involves paying extra attention to keywords, formatting, and structuring to ensure your content ranks well on search engine results.

However, an effective press release must first be newsworthy, and an SEO press release differs from traditional content in this regard. 

While the primary aim of the latter is to drive more traffic to a site and improve visibility, an optimized press release is meanwhile designed to attract the attention of media outlets by announcing brand-new information, or providing updates worthy of being published.

Key Components of SEO-Friendly Press Releases

Do press releases help SEO? Only when they’re done right.

The ideal SEO press release strikes a balance between engaging content and various SEO components. This may seem like an intimidating challenge, but with the right press release best practices, it’s possible.

Catchy Headline and Subheadings

A press release headline is the first thing that grabs a reader’s attention and entices them to learn more. It is also critical for search engine visibility.

The ideal SEO-optimized headline includes the following best practices: 

  • Excludes industry jargon
  • Explains in clear terms what to expect
  • Contains target keywords
  • Elicits emotion
  • Offers solutions
  • Avoids clichés and clickbait that don’t deliver.

Similarly, subheadings must also include keywords and follow a clear structure. 

Subheadings that accurately describe their content are easier for search engines to crawl. Proper formatting—H2 for major sections, H3 for subtopics, etc—enhances readability.

Strong Opening

SEO press releases must follow the core principles of journalistic writing where critical information is laid out in the opening: also called the inverted pyramid formula.

The introductory paragraph should ideally answer the 5Ws and 1H — “who, what, when, where, why, and how?” 

A strong opening enhances SEO for journalists and helps search engine algorithms understand where your content fits.

Engaging Body Content

The body of the press release should continue to hold the reader’s attention. Make sure it tells a story, and does not just dump information randomly.

This could involve:

  • Including quotes from authority figures or stakeholders.
  • Visualizing data and statistics.
  • Providing relevant anecdotes or examples.
  • Adding crucial context. 

Effective Boilerplates

The last paragraph of an SEO news release, known as the boilerplate, is where you can give the reader more information about your organization. Describe the “who” of the article in more detail to ensure your brand makes a lasting impression.

A standard boilerplate includes contact information, including addresses, emails, and phone numbers. This way, readers can find you more easily, and search engine algorithms are assured of your authority.

Integrating Keywords

  • Search engine optimization press releases would be nothing without keywords.
  • When crafting a release, look up key phrases most relevant to your organization and include them in the headline, subheadings, and within the body. This increases discoverability for relevant audiences and publications. 
  • Studying your competitors’ content may also help you zero in on the best press release keywords.
  • With that being said, it’s crucial to steer clear of keyword stuffing. When press releases turn into vessels for delivering keywords and lack true substance, they put off the reader and the algorithm. Integrate these phrases naturally and authentically.

Writing for Your Audience and Search Engines

A common mistake SEO press release writers make is focusing too much on optimization. All content should be written for humans first, and optimized for search engines second. The text should flow naturally, storytelling should assume importance, and readers should benefit from the information offered.

Step into your audience’s shoes. What are their pain points and aspirations? How does your press release help address their needs? When you prioritize your audience, it will be easier to create content that resonates. 

Visuals, quotes, and anecdotes help weave a compelling narrative that stands out. You should focus on seamlessly integrating keywords and links only when this has been achieved.

Technical SEO Tips for Press Releases

Once a narrative is in place, you can focus on the technical aspects of search engine optimized press releases:

URL Optimization

A URL is more than just a web address; it’s a critical SEO media element. Search engine algorithms use it to understand a page’s content and target audience.

SEO-optimized URLs should: 

  • Be to the point
  • Contain keywords 
  • Be reader-friendly
  • Be unique

Meta Descriptions

Compelling meta descriptions help your press release appear in more organic searches, thus increasing click-through rates.

These brief snippets let readers know what to expect from your press release. They should be short, easy to understand, and include your main keywords.

Incorporating Multimedia Elements

Ask any PR SEO service and they will tell you that releases with images and videos have a significantly higher success rate.

Link Building

Press release link building helps SEO-optimized press releases secure high-quality backlinks. 

Embedded links that bring readers back to a targeted URL were once the biggest benefit of an optimized press release. However, this resulted in sites publishing low-quality press releases stuffed with backlinks. Google has since come down on this practice.

When used correctly, link building can considerably impact SEO, boosting brand authority and increasing the organic outreach of a press release.

Measuring the Impact of SEO on Press Releases

To make the most of your content distribution and SEO practices, you must measure the impact of every release. This involves outlining key metrics to judge SEO performance: keyword rankings, organic traffic, click-through rates, and conversion rates that deliver concrete data on the efficacy of your efforts. 

Several online tools can help you measure this impact. Google’s Keyword Planner provides insights into the search volume of certain keywords, while Google Analytics enables you to measure website traffic and conversions. With this information, you can optimize future Google press releases for better results.

PR services also offer valuable insights. For example, every release distributed through Canada Newswire comes with a Visibility Report that shows how your release is received by media outlets and target audiences.

Conclusion

In summary, search engine optimization for PR can seem daunting, but can be highly effective when done right. Releases that strike a balance between engagement and optimization benefit from more enhanced visibility and an effective SEO PR strategy.

Hopefully, this guide has helped you understand how to make a press release for SEO and encouraged you to get started today.

To make the most of your SEO-optimized press release distribution, don’t hesitate to contact our Canada Newswire team. As one of the leaders in optimized press release services, we can help you make the most of your press releases.