Get in the situation You are about to launch a new product or service, or have won a prize/ certification, or are going to attend an event, and want to transmit it to your target audience .
Despite the change that the Internet has caused in marketing programs, I am sure that part of your actions will focus on public relations .
In fact, relations with the media through press releases are still the most used tool . And maybe the most effective.
This is because Google has become the main source of information for a journalist. Both at the time of researching a news, and, perhaps more importantly, when it comes to contrasting it (Source: Bennett & Company).
That is, if we send a press release about the benefits of Actimel, the first thing the journalist will do is to contrast it via Google … and the results suggested by Google are:
In the SERP page we can see how, of 10 entries, five are their own and five criticisms …
For this reason we thought it was a good idea to give you practical advice to optimize the press releases and, in this way, increase the likelihood of being indexed by Google:
1. Identify keywords with journalists in mind
Do a mini-investigation on the keywords that best describe the press release. Use the inverted pyramid technique, you will get to upload and put the key words to the left.
Repeat keywords every 40 words in the first two paragraphs
Remember that the average search is between 2 and 4 words
2. Use the keywords in the title (and the body of the news).
Try to use the keywords within the first seven words of the title.
Remember that Google only shows in the SERP sixty-three characters of the title. And Google itself recommends ‘titles’ between two and twenty-two words.
3. Create links between the key words / phrases and your website
It is convenient and useful for the journalist to directly expand the information, but try not to use this technique with much density, since the effects could be the opposite (spam)
As a general rule, use a link every 100 words
4. Use multimedia for SEO value.
Includes videos, photos and logos. On the one hand it improves the understanding of the press release (humans, despite this blog, we are visual, that’s what we have done for 50,000 million years, reading, some less). On the other hand, the proper use of ALTs allows a better indexation of the press release.
Do not miss the opportunity to generate buzz with our message. Includes social bookmarks, of all kinds, always help.
6. Watch your distribution
There are already companies in the Spanish market that distribute press releases between networks of blogs and also to certain journalists.
Be careful in the selection of who. Having a large audience does not mean that they will listen to you. Especially if your product has nothing to do with the subject of the page / blog on which it has been published.
7. Communicate it
And after publishing it, post it on all your channels (web, forums, Facebook and Twitter)
We hope, as always, that our advice will be useful …