SEO PR can be an essential part of your online marketing campaign – make your press release SEO ready and you will be able not just to advertise your products in a traditional fashion, but to draw wider web attention to the existence of your site. When you write search engine optimisation press releases, you are making valid points about your existing products or services, which are designed to look like new releases from online reporting agencies.
Your press release search engine optimisation pieces make what you do, or what you sell, appear to be news – the search engine’s favourite, date specific bits of information that can be published as fresh content. Like blogging, news is one of a search engine’s preferred dishes – it’s guaranteed to be current and it often generates comment or linking behaviour on the part of net users. As such, your online press releases need to be written with some very specific things in mind.
- The first thing to understand, when engaging in SEO PR, is that the real purpose of the piece you are writing is to advertise an item of goods or a service. You’re phrasing the advert in a certain way, of course, and you are intending it to be read by an audience that takes it to be a genuine piece of news: but your ultimate purpose is one of advertisement. In an advertisement, you must get your vital statistics out clearly and succinctly so people know exactly what it is they are reading about. Good press release SEO writing deals quickly and smartly with a predetermined set of key selling points, dressing them up as news articles.
So, for example: if you are writing online press releases for a hotel that provides a free breakfast, you might use that free breakfast as though it were an industry news item. Like this: “such and such a hotel provides free breakfast to every guest”. All you are doing is taking that KSP and making it sound like a headline.
- Language is important throughout your SEO PR campaign. Your press releases need to be informative without sounding overtly advertorial; they need to be couched in the style of an online news source without plagiarising anyone or anything; and they need to contain the right density of relevant keywords without appearing obviously prefabricated. Study the turns of phrase commonly used throughout the news industry and follow suit – giving descriptive, geographic or superlative words for an institution before its name, for example, rather than afterwards. As in: legendary Bolton sock maker Socks4U: as opposed to Socks4U, a legendary Bolton sock maker.
- Online press releases should stick to the main thrust of a single news item, rather than wandering across a topic in a general fashion. Write your headline and strap line as dual facets of the same thing: as in “legendary Bolton sock maker delivers superb knee length garters: pure wool used for added comfort”. As an industry relative piece, this kind of writing enables you to impart actual information about the product you are advertising in a news styled fashion.
2 comments:
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