A press release, when properly optimized and distributed for search engine visibility, can be a good source of traffic, depending on how newsworthy your press release is and how popular your industry is.
If you want to get higher search engine rankings with press releases, then you need to format your press release. Formatting the press releases for SEO requires two steps, namely:
1. Keyword Optimization
2. Linking Strategy
Let’s take them one by one.
When you search for something on Google or Yahoo or any search engine, you use key-phrases to indicate your query. For example, if you’re looking for news on Barack Obama, you’ll type something like “Barack Obama” or “Barack Obama news”. Search engines, on the other hand, rank websites and web pages by a variety of factors, in which one of them is relevance, or how relevant a particular page is for a certain keyword.
Keyword optimization involves preparing your press releases so that when someone searches for information in your target market, your press release is seen as being as relevant as possible by the search engine.
The second important part of optimizing your press releases is to use a linking strategy. Note that free press release distribution is always a text-based submission, so you will not be able to add any HTML tags i.e. you cannot add your keyword-optimized links into the press release.
For paid distribution, it’s a different ballgame. You can place links in your press release pointing to your website with the anchor text of those links exactly as the primary keywords that you know are relevant for your business (keywords that people would be using to search for information in your target market).
Placing links to your website within the press release then means that wherever this press release is fully displayed on the Internet, it will count not only as one link, but as multiple links for search terms that are highly relevant for your niche.
Alternatively, you can pay the distribution service to optimize the press releases themselves. Usually, the press release distribution service will be able to take care of all aspects of press release optimization, including keyword optimization and placing links in your press release.
You should note that a press release is no guarantee for your business to get high rankings in the search engines. Instead, your press release is a time-sensitive opportunity for your business to get noticed by the media. So write the BEST PRESS RELEASE for your business and win the game of SEARCH ENGINE OPTIMIZATION.