Enhanced Online News released a search engine optimization tip sheet for writing for reporters that said choosing keywords is just part of the process. It is important to think like your reader and figure out what words are most likely to be searched for by people looking for what you want them to find in your press release.
Writing for reporters and writing for robots entail different things. Marketers seem to be more informed about writing for robots than for humans, according to EON.
“Using bold, italics, headlines and subheads makes key phrases and keywords more visible. Emphasized text may help your release stand out and can positively impact search engine results,” the tip sheet said.
Keep it readable, the tip sheet said. Writing copy that’s overly repetitive, spammy or unreadable may cause you to fall lower in the search results.
Puns, innuendo and double meanings could be dangerous because search engines, spiders and robots have no sense of humor.
Press release content must be timely, while at the same time providing useful information to readers.
“Provide tips, advice, or analysis in your press release that is relevant to your industry or your customers’ interests. Search engines are more likely to include releases that are honestly useful in their results,” the tip sheet said. “Utilize hyperlinks and anchor text, but don’t overdo it. Too many links can flag your release as spam and get you kicked out.”
Publishing press releases on your own Web site has also proved helpful for reporters looking for your information.
Once the releases are up on your site, work with your Web team to ensure you site is properly optimized.