The Search Marketing Advisor Newsletter Article:
February 2006, Volume 5, Issue 2

Mergers of the Heart: Press Release Optimization

by Ly Tran, Search Marketing Specialist, iProspect

Weddings! I think I might go crazy if I hear one more word about my sister’s wedding.

The wedding takes place in the fall and with her marriage will come a new identity for her – daughter, sister and now wife.

Every time I see her, questions about her announcements are asked:

“Should I get the white background with French Script font in silver or gold?”
“Should the announcements have polka dots, lace, pictures of a bride and groom?”
“What should it say?”
“Should his name be first or mine?”
When she bombards me with these questions I just want to say, “No one cares! I assume they will look at it, maybe put it on their calendar and then throw it away. You’ll be lucky if it lands on your guests’ refrigerators.”

As I pondered my sister’s upcoming nuptials, I realized that one of my clients was going through a similar situation. Granted, no one would be getting married, but my client had alerted me of a merger with another company happening this spring, in essence changing the company’s identity.

Like my sister’s wedding announcement, my client also needed to make a declaration about the transformation of their company. As we discussed recommendations to be made on their website, we also discussed the possibility of creating a press release to announce the changes.

As more and more people receive their news through online resources, it was essential for my client to make sure their company press releases was optimized for search engines in order to reach this audience. And not only are consumers turning to the Internet to find information, research shows that 98% of journalists research news articles online as well.

As sorry as I am to admit it, my sister was right. Announcements do matter. In order to create a press release that will appeal to search engine spiders, there are best practices that should be kept in mind as it is created.

Press Release Optimization

The press release should be focused on one important keyword phrase. Some valuable questions to ask when determining the keyword phrase may include:

What is the goal of the press release?
What is the press release truly about?
What words do you think consumers and journalists would use to find your press release?
Once a keyword phrase has been chosen, it is important to incorporate it into the title and body of the press release. Finally, providing links within the press release back to your website will ensure that readers can find your website if they require more information.

Keeping these recommendations in mind as you create the press release will improve visibility to your website and provide information on the new company merger.

So, as my sister sends out her announcements, I hope that they land on her guests’ refrigerators, just as your press release will be visible in search engines if it is well optimized.

Click here to subscribe to the Search Marketing Advisor newsletter now.

Learn more about iProspect's press release optimization services.

del.icio.us

Inquire About iProspect's Services

Access FREE White Papers and Webcasts

Subscribe to our FREE SEM Newsletter

View Upcoming Events and Webcasts

The Search Marketing Advisor Newsletter Article: February 2006, Volume 5, Issue 2

Mergers of the Heart: Press Release Optimization

The Search Marketing Advisor Newsletter Article:
February 2006, Volume 5, Issue 2