Many believe that writing press releases is not different from any other type of copies they can write. Such people usually plan for increasing serp rankings of their website for particular keywords and consider no other factors. This attitude does not help business owners at all.
You have to reflect on the ultimate goal beyond writing press releases. If you want high visibility, top position in search engines and powerful link building, there is nothing wrong about your objectives, but they should not form your main purpose of publishing PRs. There are more significant goals that successful businesses have achieved having different outlook.
What helps your business is a process of attracting as many potential customers as possible, engage them and finally convert them. To achieve this, here are:
Four Major Tips on Writing Press Releases
Number one: Conduct keyword research before everything else. Make sure you are not distracted from your main topic while performing this research. You may be tempted to use other keywords that are not related to your main news story. So, focus on your own content and find the best converting keywords. Make sure you use them at the key positions of your copy:
- at the title
- at the summary
- at the body text
- at the boilerplate
Remember that keywords are supposed to be used in moderation. A general rule of thumb is not to use them before you create another 100 words. I would say even more than up to 150 words. Do not forget that synonyms are effective too.
Write Appealing Headlines
This is the most significant part of your news release. We are talking about the title or headline. What do people see if they find you on a search engine result page? What do people see first when they scan through the list of the press releases? What do people see when your PR is tweeted? What do people see if they look at what others have shared on facebook? Yes, it is the headline. So, make sure it is as appealing as possible for your audience who will be exposed to your story.
Pick up a Service with More than One Outbound Link
There are several free press release distribution services on the web. Except for few sites that allow your URL to be completely written, which is not an ideal option, the other ones prevent outbound links. So, what should you do? When you are writing press releases, one purpose is to gain keyword-rich back link to the pages of your site. So, choose a service and pay a bit more to have this option. Of course, including the URL of your site is an important strategy that is highly recommended, but using anchor-text is a much more effective.
You need to insert the keywords of certain pages of your site and link them to those pages in a natural way. Such links are not supposed to be inserted in the text, at the beginning or the end of it like a list. A good service allows you to use them in different parts of your copy.
Do not Focus Only on SEO
It is an essential part of your online marketing strategy to plan for increasing serp rankings of your site, but when you are too focused on search engine optimization while writing press releases, chances are you lose track of news development. This is very dangerous as it could make your text an artificial one that is not written for human beings. It may be appealing to search engines, but your customers are not coming from among them.
The eventual entities who are going to take out their credit cards to buy from you are people not machines. So, keep them as your utmost priority while you write a press release.