Keyword Optimization for Press Releases - B2B Marketing and Sales Tip #116

Keyword optimization on your website has become standard operating procedure for most marketers. But are you optimizing your press releases with keywords? Here are a few reasons why you should:

  • If you are posting your press releases to your website (and you should be), it is probably the freshest content. Google gives precedence to new content (that is why blogs rank so highly in search engine results).
  • Press releases and news articles rank very highly on Google. The more keyword rich your press releases are, the better they will rank in Google.
  • Press releases are not just for the press. Make it easy for prospects/bloggers/analysts/media to find you wherever they are searching.

Don’t know where to start to find the right keywords? Check out these tips from MarketingProfs: Four Steps to Writing Search-Engine-Optimized Press Releases (I highly recommend the entire article) by Kim Cornwall Malseed:

  • Find out what keywords successful competitors are using
  • Read articles written by target journalists
  • Survey your PR and Marketing department personnel
  • Survey your Web site development team
  • Survey product development personnel and executive management,
  • Many press release distribution services (PRNewswire, MarketWire, etc.) have SEO features. Use them a few times (the companies usually permit you to do a free trial) and track results to get an idea of which keywords are most popular.

Also, be sure to avoid gobbledygook, those over-used industry words like “flexible,” “scalable” and “market-leading” so aptly named gobbledygook by David Meerman Scott.

After you have written your press release and think you have optimized all necessary keywords, put it to the test. HubSpot recently announced Press Release Grader, a free online tool to rate your press release. “Press Release Grader rates a press release based on a checklist of criteria – from content and structure, to search optimization and link analysis. The free tool is designed to optimize a press release so it can be found more easily by media, bloggers, customers and prospects. Press Release Grader provides an analysis and recommendations that will help you improve the way your press release is structured.”

As it is for most marketing tactics, in the end it is all about testing and re-testing to find what works best for your audience. I am sure I am missing a lot here. Anyone have any more tips?

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