The press release has long been the staple of PR campaigns. Although it is still a powerful tool, you need to adapt it for search engine optimization (SEO) for online publicity campaigns.
There are many services that will distribute your press release online. Some free, some paid. Both work.
The best free one (in this Texas boy’s humble opinion) is PRLog.com. Just create an account and you can send press releases for free.
Depending on the package chosen and what it contains, prices of these press release delivery services will vary, but in general press distribution services will range from totally free to as high as $700.
Obviously the free ones will not give you as much exposure as the seven hundred dollar kind. Usually, the free ones will get you at most, online visibility, which will allow your company to appear at the top of the list in major search engines like Google or Yahoo.
The middle ground is usually where most clients opt to land. Mid range options will go from $150 to roughly $400. These packages give you good value for your money, as most of these mid range packages included print and online visibility, distribution to a long list of journalists and newsrooms as well as search engine optimization.
Top dollar will still give you the best distribution services. Those who don’t want to leave anything to chance and really want to make sure that they will get the best press release distribution possible will usually opt for this kind of distribution package.
You will get the most SEO benefit from your release by using keywords throughout your press release–words and phrases that people use when doing a search.
Some keywords are searched more often than others. Those that have the highest number of searches also have the most competition for people’s attention and top search engine placement.
You want to distribute your keywords throughout your press release. You should use one phrase in the headline, one in the first paragraph and several throughout the body of the release. You don’t want to go crazy it and stack the keywords so heavy that it doesn’t read naturally though. Sprinkle some here and there so that they seem, and are, an organic part of the release.
The keywords should also relate in some way to your website and business. After all, what good is SEO if the keywords don’t relate to your business?
In other words, if you’re a dentist, don’t write a press release full of keywords about the latest tax code.
So how do you find the best keywords to use? Start with Google’s free keyword tool. Just type in some keywords and Google will tell you how many searches there are for each of them and suggest some others for you to consider.