Press releases are an important element for any marketing strategy, but it won’t amount to anything fruitful for your business if it only reaches a small number of consumers. This is why it’s important to always consider search engine optimization (SEO) every step of the way.
How does SEO relate to your business’s press releases?
SEO seeks to increase your website’s ranking on search engine results pages. This is important because studies have consistently shown that sites that are higher up the ranking receive more impressions and clicks, which means that through SEO, you can increase brand awareness and organic traffic. Other SEO strategies even have additional benefits like boosted conversion rates and revenue.
Experts providing San Diego SEO services have become so highly sought after because business owners recognize the benefits SEO has on their business.
Tips on how your press releases can boost your SEO efforts
- Pick the right keywords
Including the right keywords will help you reach your intended audience. Your target keywords should be related to your industry and feature your products or services. These keywords must be present in key elements of your press release such as the title, body, tags, etc. However, you shouldn’t stuff keywords all over your press release because the algorithm will flag your content as spam if it has a high keyword density. Additionally, forcing too many keywords into your press release just to strike as many searches as possible will lower the quality of the content and put off potential consumers.
Take advantage of keyword research tools to determine what keywords related to your press release have the highest search volume. Alternatively, you can write a press release specifically to target popular keywords.
- Conduct competitor analysis
Competitor analysis is helpful because by researching what works for your competitors, you can incorporate their formula into your strategy. This saves you from having to do trial-and-error to determine which keywords are effective because your competitors have already done the dirty work. Their backlink profile also offers websites you can publish on to obtain quality traffic.
- Write an eye-catching headline
In a world where users are inundated with thousands of news articles, blog posts, and other content, your title or headline could be the only chance you get to convince users to click. The headline you choose for your press release can determine how much traffic it will get. Here are some expert tips from companies offering San Diego SEO services for writing a good headline:
- Use essential keywords
- Offer a solution
- Avoid technical terms unless you are specifically catering to an audience who is familiar with said terms
- Generate excitement
An important caveat about your headline is that it shouldn’t be overly sensationalized. You can use hyped-up words on your headline as long as your content can back it up. However, if your content is nowhere near as exciting or not even related to what your headline is saying, then users will quickly exit out of your website. Too many instances of this and the search engine algorithm will take notice and demote your website for clickbaiting.
- Provide all the necessary information
If your headline is designed to get users to click, your press release content must complete the conversion process by providing all the necessary information. At the end of the press release, your consumers should get the full picture of what you want to say. If you’re going to hold an event, the ticket price, venue, time, and date should be specified. If the event is a fundraiser, specify your partner agencies and how much of the proceeds will go to charity.
- Use more creative press release formats
Having your press release in text format is boring and forgettable. Studies show that memory retention increases by 65% if the information is presented using images or videos.
To make your press release more memorable and engaging, get creative with your content format. Get professional graphic design or video production services from experts offering San Diego SEO services to ensure your press release makes an impact. More video content also allows you to rank higher on search engine results pages thanks to Google’s new video carousel feature.
- Use calls to action (CTA)\
The last thing you need to do is to encourage users to take action on your press release. You can achieve this by using CTA. Instead of using generic ones like “click here” or “call now”, give them something more valuable to encourage them to convert. The exact wording of your CTA depends entirely on what your press release is promoting and what you want to achieve, but here are some examples:
- Offer ticket discounts to the first 100 customers who RSVP to the event
- Instead of limiting the number of discount recipients, limit the time they can claim the discount, i.e. Buy in the next 5 minutes and get 30% off!
- Offer a free consultation in exchange for the user leaving their email or other contact information
- Reach out with influencer marketing
Influencer marketing is a great way to generate excitement for your press release. Influencers have a closer and more intimate relationship with their audience, which means they’re viewed as more trustworthy than celebrities. Tap into this by reaching out to an influencer that has the consumer base you want to market to. For example, if you’re a cosmetics brand about to have a sale, partner with beauty influencers so they can tell their audience all about it and bring more attention to your brand. Partnering with influencers also improves your backlink profile as it can be featured on news sites or blogs and social media pages of the influencer’s fans.
Use SEO to your advantage to ensure your press release gets the attention it deserves. Press releases can help you spread the word about your brand, product, or event, and it must reach the right people. By following the tips listed in this article, you’re sure to succeed in improving brand awareness and boosting your reach.