SEO : Press Releases

Without realizing it we read other people's press releases every time we read a newspaper or magazine. Often the editor of the publication just prints the press release with minor edits, sometimes not at all.

A press release is our statement to the online and offline industry about your news, which might be about:

• a new service
• a product upgrade
• something we have achieved
• someone new that has joined our organisation
• how an important customer is better / more profitable for using our service
• pretty much anything!
  

The trick is to work in some more general information about the company and its products into our press release.

Most webmasters and technical personnel don't understand press releases, because it is a marketing activity. Because of this less than 10% of websites send out press releases, which means 90% of websites miss out on a very easy and valuable opportunity to get massive amounts of traffic. In competitive markets only websites that send out press releases tend to make it onto the first page of Google.

Remember: The world will NOT beat a path to our door! We must do MARKETING!

Writing a press release

We pick a theme or a main idea to communicate, then write about it in the third person (ie. not "We" have releases this product, but "XYZ" have released this product) and should be descriptive and informative, not hard sell. When writing it we imagine that we are an industry journalist writing the article, and we stay in character until we have finished it.

Nobody wants to read an article about how good your weed killer is - that would be an advert. They want to read an expert educating them about the different types of garden flower, and then read in the concluding paragraph how conscientious gardeners choose XYZ weed killer as it does not harm garden flowers. Don't try to sell or your story won't get printed.

A good press should include:

• who it is from
• when it was distributed
• what it is about
• who to contact (and their credentials)

Structuring Content

Content should be split into:

• Title / Headline
  
  
• Summary Paragraph
  
  
• Main content
  split into several short paragraphs of 2-3 lines per paragraph, so an Editor can quickly carve it up and pick the most relevant bits for use in their publication. Include quotes from company personnel, or even better, outside sources if you can.
  
  
• Contact info

Example Press Release

Widgets, Inc. Announce Record Profits

Mountain View, California - Jan 3rd 2008 - Widgets Inc. have announced pre-tax profits
of $340,000 following the successful launch of their new green widget.

The profit forecast accurately reflects the strong demand for widgets in the widget industry. "We are very pleased with the unprecedented demand for the new widget which shows that consumers are becoming more aware of their environment" said Mike Widget, General Manager of Widgets Inc.

"However we should not be complacent, as the economy still faces tough challenges ahead."

The new Green Widget has been designed to meet the needs of the more eco-conscious widget consumer. Completely recyclable, used green widgets can be returned to local recycle centers in exchange for new ones, free of charge.

The company owes the profit boost to a large order placed by Widgets 'R Us of Mountain View, California. Bob Woodpecker, MD of Widgets R Us said "We are very excited by the arrival of the new green widget. If our customers take to it like the rest of the widgets, it will be a very good year for us."

The original Widget was first produced in 1905 by Sir Randolf Widget II, who accidentally created the first widget while attempting to break the land speed record.

For further information contact Rolf Widget on 08942394342
or visit: www.green-widgets.com

Proofing our press release

Once we have written the first draft of our press release, we leave it for a few hours and then return to it with a fresh pair of eyes.

Look at the website or magazine that we hope to see our release included in, and then ask ourself if our article fits in. If not, rewrite bits (or all of it!). Cut out any unnecessary content.

Ask others to proof read your article for you (i.e. check the spelling and grammar errors) and give you their opinion on the content, which you need to listen to without interrupting.

Then we make any revisions and repeat the proofing/feedback process.

FREE press release services

It is easy to get on the first page of Google using free press release services, as certain ones have a high Page Rank and are re-indexed by Google every few hours.

The way to locate free press release services is to do searches for your main keywords, then visit the results.

For example Hotfrog is indexed regularly and often shows up very high in the search results. Hotfrog costs nothing to join or publish, and your content will be indexed by Google within a day. If you content is well written and contains your keywords, it will show up in the search results. Make sure your article title is descriptive and eye catching, although you can always go back and edit it at a later date.

PAID press release services

Good press release services don't just distribute your information on-line, they distribute it off-line to mainstream newspaper and magazines.

It is well worth trying services such as PRweb to see how much response you get, and tracking where from.

Do... make your content genuinely interesting for anyone reading it get your keywords into the title and summary paragraph get your main message into the summary paragraph - the editor will make a decision on this try to write like a reporter, in short well structured sentences bring in different angles - facts, figures, quotes, history, announcements organise your release content into short paragraphs make issuing a press release a monthly activity.

Don't... write in the 1st person ("we did this, we did that"). Instead write in the 3rd person ("ABC did that") be too sensational. Keep it calm and collected.

www.hotfrog.com - excellent press release service, indexed very quickly with Google www.pressport.co.uk - UK press release distribution service www.prweb.com - very popular and effective press release distribution service