How to Get Your Media Release Found on the Web

Last week I shared with you how exactly journalists use social media.  Looking at our readership it seems this struck a chord with you all.  In that article I wrote that the use of the media release is far from dead, as to adapt the words of Mark Twain, stories of (its) death have been greatly exaggerated.

OK, so the media release still has work to do, but how do people (in particular journalists) find it?  That is the topic for today.

And here I would like to introduce Nick Papagiannis, of Cramer-Kasselt, who has written a great article that explains in six simple and easy to follow steps, exactly how to get your media release found on the web.

Six steps to getting your content found on the web

1. Use relevant keywords
Finding a phrase with high search volume can ensure a press release appears in general search results and Google News results.
For instance, Google pulls a live feed of news releases into its general search results for common or trending searches such as “St. Patrick’s Day.” Including trending terms can help your release grab the most exposure.

Write a search-friendly headline
In terms of search, the headline is the most heavily weighted element. Keep it short and sweet, no more than 100 characters. Be sure to include the keyword phrase.

3. Make the most of the summary
Whenever you have the ability to include summary text with your release online, take advantage of it. Be sure to include the keyword search phrase you identified in Step No. 1 and, if possible, keep it to 240 characters or fewer.

4. Sprinkle keyword search phrases into the text

To increase the perceived relevance of the release, try to include keywords or phrases once in every 100 words throughout the body copy. This gives a consistent theme for search engines to identify.

5. Give yourself some link love

Where appropriate, include hyperlinks to your own branded content, press releases, or company website in the press release. This practice probably won’t factor in the search ranking of the press release itself, but it’s a good opportunity to drive traffic to—and raise the relevance of—other brand content. If you do embed links, use no more than one link every 100 words.

6. Optimise your boilerplate

Make sure your boilerplate includes language that’s beneficial for search and website rankings. Key product categories or service offerings should be mentioned along with the company name and relevant brand links (website, media room, etc.).

Press releases are not for the archives, they have always been an integral part of a brand’s content strategy, and are a central tool we use when beginning a PR campaign on behalf of our clients.   The trick is to ensure that the release also supports the brand’s overall SEO strategy so that you don’t miss out on the opportunity to, in digital terms, shout “OVER HERE!”

Yours in PR


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