Press Releases may be viewed as holdovers from traditional media and are still relevant in the digital age. But what can be done to leverage them more effectively with modern business messaging initiatives?
In short, basic Internet marketing stuff.
The same key basics that are used to leverage technology to distribute your message farther than ever, with lower costs than in the past.
Search Engine Optimization should be fundamental to any and all online publications. Press Releases should integrate pertinent keywords for your business products or services (or whatever you wish to rank for). The most prominent keywords should be featured in the title. Of course, don’t go overboard by stuffing an inordinate quantity of keywords into any parts of the press release, including the title or body, which has been ineffective for a long time. (For more info, visit High Keyword Density).
2) Include Links!
Whether paying for a press release service (or using free press release services) to distribute your messages, pointing links back to your website for SEO and traffic benefits is arguably one of the more important purposes. In fact, for some businesses, the search opportunities gained from the embedded links for SEO within their press releases is the main reason they publish ongoing press releases in the first place.
3) Pictures and Graphics
Including images and graphics to make the press release more interesting and informative serves the reader well. Furthermore, image seo is another way to leverage images, in conjunction with press releases, to gain more readers and traffic to your website.
4) Support Your Messages with Video
Videos not only can be more effective at getting out your communications than written text, search engines favor video and offer your business increased opportunities for more exposure. In some cases, video can be embedded directly into your press release, or, it can be linked from your press release to the video itself. (Visit the following link for the right length for internet videos).
NOTE: Since it is common to upload videos to hosting services such as YouTube and then embed them on a website, I have been asked a number of times, “Which page should I link to from my press release: YouTube or my website’s video page?” There are some circumstances when it would be desirable to link to your YouTube video directly, for example, if you are working to position your YouTube video higher within YouTube itself. However, generally speaking, businesses typically want the traffic on their own website. Hence, for many businesses, linking from your press releases to your video pages on your own site is the way to go.
Visit the following link for 6 Ways to Optimize Your Video for Maximum Search Engine Exposure.