How to optimise press release body content to increase online visibility and conversion

Writing content

Choosing the right keywords for increased visibility

Taking the time to optimise a press release with the right combination of keywords not only increases the effectiveness of the release itself but also helps capture new visitors that may otherwise have missed out. Naturally the more visitors reading and interacting with your news, the better your conversions and popularity.

Having said that remember that your release cannot just be geared towards search engines. The press release needs to be human readable and must flow naturally making logical sense. Over optimising a press release by repeating the same keywords throughout the content will only create negative consequence in the SERPS and on your readers.

Long tail keywords are a great way to capture a target niche and are generally more effective than using generic single keywords. For example avoid using words like "hotel", "travel", "holiday" as they are generic. You need detailed keywords/ phrases as this will help attract customers who are at the end of the buying cycle. Essentially these are the customers who are most likely to part with their money.

A long tail keyword is simply a collection of phrases or multiple words an average user might use when searching via a search engine. For example "five star hotels in london" is an viable search string an average person may type. Using long tail keywords is an easy way to target customers who are searching for specific products or services rather than a generic information.

If you're struggling to find keywords one of the best methods of generating ideas is to use an online thesaurus or the Google keyword tool. Another useful tool is a synonym generator which will allow you to find alternative words which can then be used throughout your content.

Helpful tools we like

Optimising news content with Images

Embedding images within your press release is a great way to add value to a story and provide a visual representation of what you are trying to portray. It is just another great way to connect with the reader. As I'm sure your can appreciate "a picture paints a thousand words". Reading line after line of text can become rather repetitive and mundane. This in turn can put people off reading your whole article, even if it is interesting. Break up your content by providing supporting images. Images are also great for search engine optimisation. Remember to always enter a description for each of your images.

Pressat also distributes your images across a number of social networks including Flickr to help promote your story to the fullest extent.

Increase social viral-ability with Videos in your release

We also provide packages where videos can also be uploaded. Naturally video within your news release can have a huge impact. It is an interactive visual representation of your release. It is also a lot easier for a user to digest and requires less work. The aspect of convenience makes it more likely users will take the time to visit your press release if a video is present.

Another advantage with videos is that Pressat distributes these across multiple social networks. This greatly increases the chances of your videos getting picked up by the social community which in turn could help it go viral and potentially viewed by millions of people.

Relevant back links in press release content

As with the long tail keywords for your content, hyperlinks should also be treated in the same manner.

Steering away from generic anchor text keywords is the best advice we can provide, be creative and use descriptive alternatives! If you think about the following anchor text "hotel", it isn't very descriptive and doesn't help the user. A better alternative would be "budget hotels in reading".

Including hyperlinks within the press release content body not only increases its search engine visibility but will also increase your own website traffic when visitors click through.

Optimise news content with Quotes can increase customer conversion

Including a quote from an official company spokesperson is a fantastic way to increase readability and adds a personal touch to engage with the readers. it also helps generate a sense of authenticity.

Proofing your press release is a must

Checking through your documents for grammatical errors and general mistakes is essential in protecting the official image of your company. The odd mistake is somewhat acceptable, however when a press release is riddled with errors it can be hard to read and can have a negative effect. In short it doesn't look very professional.

Reading through your press release before publishing will increase the readability and professionalism.

Writing your press release in a word processing package such as Microsoft word or Open Office is a great way to automatically sift through most spelling mistakes whilst you are typing. Nearly all the common word processing packages have a spell checker built in so there is no excuse.

A great way to further proof your content is to check it the following day with a fresh pair of eyes, it's amazing how many errors you will spot looking over the content again.

If you are on a strict deadline asking a friend or a colleague to check through the release is another simple way to ensure everything is readable.

Not everyone is fluent in creative writing so if you feel you are struggling you should either write a draft yourself and have to copy edited by a copywriter or you could have the whole article written by a copywriter.

Optimise your release with Social aspects

With our current technological advances everyone has access to minute to minute news whether you view the latest news feeds on your smart phone, use twitter or read up on your touch screen tablet. Social media is a vital part of any businesses marketing strategy and should not be neglected.

Implementing social aspects/ updates into your press releases can also be a great way to attract and target a new user base. For example asking readers to follow you on twitter or like your page on Facebook is a great way to build a strong following for your brand not to mention helps get your news out to those people more efficiently in the future (as they will be subscribed to your social channels).

Keep your release short and sweet

A press release is a statement distributed to the media and press, it isn't a short story. One of the golden rules is to keep your press release short and simple. Nobody wants to or is going to take the time to sift through huge amounts of writing when it can be avoided.

As mentioned above, embrace social media and attach images and video to keep readers engaged. If media can be used to describe an aspect of the release do this, instead of writing additional content.

As a final note make sure your press release is unique. Nobody likes reading duplicate content and search engines do not favour content which has been published before as it adds no benefit to the user. Duplicate content will most often than not devalue your news.

Further Reading

If you've missed our guide on how to write a business press release, you may want to catchup with guide.