Search-optimized releases have been a favorite arrow in my quiver for several years now, especially after I conducted an ad-hoc marketing experiment where I created a consumer product (a plastic iPad stand) and then marketed it exclusively by sending out a single press release. As a result, I sold more than a thousand units over the course of one year, earning a respectable profit.
Creating an effective online release is a different process from the old school business of writing in a structured press release format. It’s more important to be conversational and create a story. In essence, you are writing for readers more than journalists, but still providing enough meat for a journalist to call the story newsworthy.
There is also the search-optimization component. This changes the nature of how a press release is structured, because you want to target specific search phrases in your title and body, and link your key phrases to specific pages on your website. Success depends on understanding both on-page SEO and off-page SEO.
There are only two press release services that I recommend for optimum distribution, PRweb and PRNewswire. You can expect to pay between $300 and $400, plus the cost of having your press release properly written optimized for your site, and submitted to the service. Most other press release services I have evaluated, including the majority of the free ones, simply do not have sufficient distribution. When you invest time and money into having a professional release created, you want to get it in front of as many eyeballs as possible. With most free, and even some paid release services, that simply doesn’t happen the way you’d think.
Ultimately, the real measure of a press release is in how well it performs for you. Over time, a press release campaign can push your site to #1 for specific targeted key phrases, but that doesn’t mean the release will convert into sales. In my own case, the search-optimized release converted extremely well because it was picked up by several popular blogs, putting my site Google’s first page for some popular key phrases.
To make a press release more effective, target a key phrase in your title that has very high popularity. Also try to incorporate your brand and if you are a local business, your location. For example, “Best New Jersey Attorney James Michelson to Sponsor Race for the Cure” After a couple dozen press releases like this, when someone in New Jersey searches for “Best Attorney”, whose name do you think will pop up? You can bet it will be James Michelson, regardless of whether he is indeed the best attorney in New Jersey.
Are you working on a budget? You may want to go the DIY route, and get some practice writing releaes here are six free press release services that will help you get coverage. I cannot vouch for their authority in terms of distribution, but you will, at the very least, get a PR4 or PR5 backlink to your website which helps boost your search engine rankings.
1. SBWire.com –
2. OpenPR.com –
4. TheOpenPress.com –
5. NewsWireToday.com –
6. Live-PR.com – Publishes Photos Free –
Press releases can help your business, whether you are launching a new website, introducing a new product, or building your local business search traffic. You should try it as a component in your marketing mix, and see how well it works for you. If you need help, you can always give us a call at (877) 800-1236.