Press releases are one of the most organic ways to build backlinks and gain better SEO ranks. Press releases often called as PR otherwise, can add lot more value to your organic search efforts and help obtain better organic traffic to your website when done right.

In this blog, we shall talk about Press release SEO, all the best practices, and a quick checklist to optimize your every day press releases. Having said that, one needs to be very careful in over optimizing a press release for SEO as Google can penalize you for same.

I will segregate best practices for optimizing a press release into the 3 sections as below, please note, much importance is given to steps before a press release go out to the public as you will have limited control then, specifically in cases where you are working with a PR distribution partner like PR Newswire or so.

• Before drafting a Press Release
• While drafting a Press Release
• After drafting a Press Release

Step 1 – Before you Start drafting a Press Release

Important points to consider here:

1. Create unique content for each press release.
2. Publish the press release on your website at least 2-3 days before submitting it to external press release websites.

Select the right keywords

Basics first, selecting the right keyword is very fundamental for all SEO efforts, I will talk about keyword research process in another detailed blog soon. For now, let’s look at how interestingly, marketers can select right keywords for the press releases as such.

Brainstorm

What is the theme of the press release? SEO professionals would know that Latent Semantic Indexing or LSI plays an important role in how search engines extract different meanings of the same keyword and rank different web pages accordingly. Try using a very effective tool called LSI Graph for getting ideas around same. For instance, “Apple” as a word can have multiple meanings/associations as below

What industry does this press release target? Will my keywords matter to the relevant industry and target group?

What kind of words, people might search? (try searching the same words and observe the kind of results shown by Google – if they do not show the right results, change the word)

Is it focused on specific geographies or specific platforms?

Think Niche

Avoid aiming for keywords competition is already well ranked for, instead, try positioning your content and keyword around niche topics and areas. Google recently confirmed that 15 percent of searches we see every day are new. Thus, there is a new scope every day.

Ideas from other tools

Auto Complete: Try google auto-complete in search bars, it shows the most prominent search queries for each keyword you try.

Google Trends: A wonderful tool to know search trend for each keyword, provides region wise split with up to 5 years and compare multiple terms as well.

Keyword Planner Tool: A built-in tool in Google AdWords which can help you understand keywords, associated volumes and much more.

Step 2  – While drafting a Press Release

Before we jump into this step, lets us look at the anatomy of a press release. At a broader level, it can be categorized into logo or image, headline, body, Related read, About Company, Signature, and Safe Harbor. Example as here to know more

Focus on Headline of the Press Release

Most of the websites distributing your press release would define the headline as the H1 tag. Since search engines consider H1 tags when evaluating a website, it is important to optimize the headline. Following are some suggestions:

1. Include a targeted and relevant keyword in the press release headline.
2. It’s a difficult practice and may sound a bit impractical to PR professionals, it works though! Try Limiting the headline length to 60 characters since the search engines display up to 60-65 characters in search results. If the headline length cannot be limited to the specified characters, ensure that the newsworthy part is in the first 60 characters.
3. Ensure that the headline is concise and relevant to the news being shared.
4. Try to include a Sub-headline. Incorporate additional keywords/phrases not included in the headline in 1 above.

Introduction is of utmost importance

While accessing a web page, search engines crawl from top to the bottom. Since the Introduction section is at the beginning of the press release, it is advisable to optimize it by including targeted keywords. Keywords that are important from a business and SEO standpoint, which could not be included in the headline earlier, could be included in your introduction section here.

PR professionals can also try to add schematic variations into the paragraph, for example: in the first few sentences of the press release you could use language like “Executive of a Consulting Firm” as a variation of “New CEO”

Body Section SEO

Structure, Content & Length

1. Create precise content relevant to the press release headline.
2. Focus on the most important message at the top.
3. Maintain a word count between 500-800 words for the press release.
4. Maintain a structured flow and use additional sub-headings in the content if required.
5. Content of every press release should be unique to avoid penalty from search engines and press release directories for duplicate content issues.
6. Include photos, videos and other multimedia whenever possible.
7. Make the plain text stand out with formatting (Bold, italic, underlined or bulleted text)

Keyword Inclusion

1. Only those keywords that are relevant to the press release should be included. Usage of targeted keywords rather than generic terms is recommended.
2. Include important keywords in introduction, sub-headings, first paragraph of the body.
3. Try including 1-2 relevant keywords as early as possible because while crawling pages, search engines access the content from top to bottom. So, important keywords which are placed higher in the press release body can be easily crawled by the search engines.
4. The allocation of the keywords in the press release body should look natural. Include broad match keywords if exact match keywords cannot be included.

Anchor Text Inclusion

1. Anchor text in the press release body should refer to links that are relevant to the content and topic of the press release.
2. Avoid giving open-ended anchor text like “Click here” or “Do more”. Instead be specific “Watch Video of management discussions on Q1 results”. Having similar text links will make the process look natural.
3. In addition to linking to the Home page, also link to internal pages of the website which are relevant to the topic.
4. Only include unique links (Avoid using the same Anchor text & avoid targeting the same URL more than once in the article)

Step 3  – After drafting a Press Release

About Company/Signature Section of Press Release

1. Include the exchange, stock symbol and International Securities Identifier Number (ISIN), Or similar numbers based on your country regulations.
2. While publishing the press release, create a unique content for About Company/Signature section and use the same for press release submissions to external websites.
3. Whenever possible, About Company /Signature section should have one hyperlink to the Home page with the anchor text of  “Your Company Name”.

Using Images & logo in Press Releases – SEO Tips

1. Using targeted keywords in the Image ALT tags helps to increase the SEO value of the images being used. The ALT attribute needs to be defined within the <img> tag, used to define the source of the image within the HTML page. The ALT attribute must be defined for every image present in the press release. (This should be implemented on your website and those websites which allow editing press release code.)
2. Optimize the image file name to include a relevant and targeted keyword. Optimization of file names by including relevant keyword should be done before the image is uploaded.
3. Include an image caption to describe the image and its relevance. (This should be implemented on your website and those websites which allow editing press release code)

Learn More: Image SEO alt tag and title tag optimization

Checklist to Optimize Press Releases for Search Engine Optimization

Did you come across a different strategy to optimize a press release? please let me know your thoughts in the comments section below.

Read more about creating a SEO Strategy from scratch – 13 Steps For Building An Effective SEO Strategy

Disclosure: We may receive compensation for links to products on this website.

What are Micro-Moments?

The moments in our daily life when we look out for a device (laptop/Desktop Mobile Devices & Tablets) to take an action on things we want or need right now are micro-moments. Quite often, devices we use are mobile devices, the gadget which is always in our proximity.

Micro-moments though is a recent development with Google in 2015, they launched it as an important step in fracturing consumer’s journey into intent driven micro-moments. It is an opportunity for Marketers to influence the buyers by focusing on micro-moments in 2017 to meet their business goals.

Types of Micro-moments:

Google officially, classifies these into:

1. I want to Know – Consumers are exploring or researching for and not yet decided to buy.
2. I want to Go – Consumers are considering buying from a local store or eating at a local restaurant.
3. I want to Do – Possible before or after a purchase is made. People want help in getting things done or try something new here.
4. I want to buy – Very important, people have made the decision to buy and may need help in deciding what and how to buy. People move in store and research online about the same product very often while being in the store itself.

Why Marketers need to focus on micro-moments

Mobile devices are closest you can get any info you want at your fingertips. Earlier, In Nov 2016, Mobile traffic to websites, for the very first time, surpassed traditional desktops, tablets, and PCs. Google,  during Nov, 16, started testing mobile first indexing for natural search ranks. It means data from mobile devices would, primarily, be used for awarding search engine rankings. This has not been a case traditionally, though, which was more about desktops and PCs focused approach. Therefore, increase in mobile traffic data, Google’s focus on mobile first indexing and relevance of Micro-moments from mobile devices is a clear indicator of next big wave in search, marketers need to consider in their marketing plans in 2017

Things marketers should do

It’s all about being there at the very moment, relevant and fastest when your consumers needed you the most.

Anticipate micro-moments of consumers in your industry

What, Where and How they search for information. Utilizing search marketing and SEO Skills can help you understand their goals and aspirations while doing so.  Use Search insights, Opportunities using mix and match of SEO tool, (Such as SEM Rush) Google trends, Webmaster tools and consumer surveys to identify seasonal behaviour shown by your consumers online.

Relevancy

The closest anticipation from the step above means you know what your consumers are looking for. It is obvious that you also need to be relevant and most appropriate. Recent algorithm update called Google Penguin, 4.0 update enables changes in real- time. Being there with anticipation is one part sustaining there is another. Being most relevant to your consumer certainly, will provide you with that edge in Google’s micro-moments.

Pace

29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs (that is, they can’t find information or it’s too slow). Its micro-moment you are aiming for, it needs to happen at an instance when consumers just searched for your interest area in doing business. Users on mobile devices need to know quickly, buy uninterruptedly. Keeping your mobile User experience seamless and top class is the need of the hour. You must look at paid advertising (AdWords) in case you are still not there organically. For example, flight cancellation on a weather troubled day is a clear indication for hotels near airport area to go on paid advertising, saying, “Flights got cancelled today due to bad weather, no worries, stay with us today at 50% off, show your flight cancellation SMS to avail this offer” If you notice, you are there at right time and at the very micro-moment itself. There can be better use cases too.

Managing Negative mentions

Very important, always be careful about the micro-moments you never want to be a part of. Even if you have a negative news/story and it’s trending in media, your marketing/PR team needs to ensure that there are subsequent Positive mention, influencers, and good PR/ thought through improvements in customer satisfaction to support the same.

For instance, while searching “worst hotel in the world” here is what you get, High time their marketing needs to fix this. No hotel would ever want to be here as you know 🙂

The Bottom Line

Unlike last few years, Mobile traffic is going to increase further, the proximity of mobile devices to its user’s make it important for brands to consider putting in sincere efforts to make it in Google’s Micro-moments. Anticipation and research of what your consumers will be searching about will be the key to all your efforts. Brands also need to look at word of mouth, primary research and talking to their customers so as to understand what matters to them. Brands should also look at connecting dots and similar observations between social media, data from search marketing team, call center support, local and store merchandising etc. to get most realistic micro-moments your customers are searching for and plan ahead to be there.

Handpicked articles to learn more:

1. Improve Brand Awareness Using Featured Snippet Box by Google
2. Best practices for Organic Link building and Citation in 2018
3. What are backlinks in SEO and What is the Significance of Link Building

Disclosure: We may receive compensation for links to products on this website.

If you are a new brand or a website, SEO takes the center stage as it doesn’t involve any advertising cost. A good mix of off page, on page and technical SEO can make your new brand visible across the Search engines or SERPs without much of SEO investments as such. Search Engine Optimization is well known and much talked about for many years now, the question however, is there a way one can build an effective SEO strategy for the website? Is there a framework for doing SEO for a new website? The answer is yes.

Here are 13 steps for building an effective SEO Strategy

Step 1: Baseline reporting for an effective SEO Strategy

This is first most step to know ground reality and baseline to start all your SEO efforts in the first place.

Generate a baseline Ranking Report for the keywords. The baseline gives us an indication of where the web pages are ranked on Google and will be used to measure results.

Baseline Traffic report for <Your website> Use an analytics tool to generate desired data here. Tools with links you can use for the same:

Google Search Console

SEMRush

Step 2:  Define Clear objectives for your website’s SEO Strategy

Primary Objective: Increase visitor traffic to <Your website>

To drive people to the specified content on <Your website> from pages that to be optimized for specific keyword phrases.

Secondary Objective: To increase brand awareness and generate web inquiries for <your website>

Step 3: Define Target Search Engines for your SEO Efforts

Undoubtedly, Google leads the search engines with over 63.8 % market share, Source: ComScore

Followed by Microsoft’s Bing Network with 21.1% market share, thus, it is important to consider at least both these Search Engines for building an effective SEO Strategy.

On a related note Google search dominates all other search engines in general. IF you rank well in GOogle search results, you are more likely to rank higher in all other search engines such as Yahoo Search or Bing Search for instance.

Step 4: Define a budget for your SEO Strategy

Startups find it difficult to plan a pre-defined budget, However, it is a must-have requirement, brands need to plan for at least tools, technology, and resources to successfully manage the SEO.

Explore SEMRush

Step 5: Define Results Timeline for Measuring SEO Performance

On an average, once all recommendations are executed for your website’ SEO, there is a delay of at least a week or two, before one starts seeing results in the Search Engine rankings. This also involves re-submission of your site pages for re-indexing by Google for quicker results. indexing is faster with Google,now and it should happen by default within 24 to 48 hours.

The keyword rankings shall continue to improve as your inbound links age, and the SEO implementations have been indexed. On an average, net efforts for On-Page, Off-Page and Technical SEO will be experienced within few weeks.

Step 6: Keyword Research and Analysis

Plan for the keywords that will give you qualified traffic, do they have a monthly search trend you can leverage from, or is there a specific keyword type you can stand for, and how can your keywords & web pages be used in combination to attract search traffic.

Analyze Keyword Difficulty and choose long tail keywords.

Step 7: Plan Keywords which matters

Focus on optimizing keyword phrases that are mapped to the specific web pages of your website.

1 Keyword per landing page combinations. (Collate all of the above information from step 7 and 8 above to finalize your choice of keywords, Refer Keyword vs Search Volume Data and decide most relevant ones to go after for)

Avoid having mutiple pages with similar content as GOogle would award the most relevant one. It is otherwise callled as Keyword Cannibalization.

Step 8:  Domain Analysis and Technical SEO

Analysis of the website information architecture and internal linking structure, quality of back-links you have for your website and amount of referral traffic you are getting from.

Analysis of HTML and page layout, responsiveness for mobile usage

Content Analysis & Creation: Decide the amount of Index-able Text Content, Quality & quantity of visible HTML text on your web page, SEO Copywriting, Your content developers should know basics of effective SEO writing, Additional web page/content creation if necessary.

Step 9:  Linking Analysis

• The overall Internal link structure
• Internal Link Popularity of Linking Page within Host Site/Domain
• Link Popularity of Site in Topical Community
• The link weight/authority of the target website amongst its topical peers in the online world
• Link Relevance, Topical Relevance of Inbound Links to Site and web pages
• The subject-specific relationship between the sites/pages linking to the target page and the target keyword
• Deep Link Analysis, Deep link percentage is the % of all inbound links that point to pages other than the homepage

Step 10: Link Development

Increase link popularity

Implement a Strategic Link Campaign by purchasing links on websites that will provide a high SEO value

Step 11: Indexing Analysis

Avoid Duplicate Content

Content very similar or duplicate of existing content in the index

Possible duplicate Title/Meta Tags on many Pages

Implementation of Robots.txt exclusions

Step 12: Implementation of all SEO Recommendations

Once all the changes have been completed, you should run an audit to verify that the recommendation was implemented correctly and identify gaps as applicable for corrective measures. This can be done once in 6 months to monitor all your efforts towards building an effective SEO Strategy.

Step 13: Define Success Metrics

The First page Search Engine rankings

Increase in Website Traffic to by <mention percentage> <your website> for instance, validate and repeat all above steps.

Related Read:

1. Press Release SEO – Best Practices & Checklist To Optimize PR
2. What are backlinks in SEO and What is the Significance of Link Building

Disclosure: We may receive compensation for links to products on this website.