Search-Engine-Marketing © by Danard Vincente


Wondering how to optimize your press release?  It couldn’t be easier.

Wondering why you need to optimize your press release?   If you’re planning on using an online distribution service like (my personal favorite, for being cost-effective and generating good results for my clients), you’ll want to get the most bang for your buck and make sure that people can actually find your press release.


Here’s an overview of how the process works:


  1. You upload your optimized press release to the service website.  Be sure to include a link to your website when it asks for your contact information.
  2. The service gives your release a page on their website.
  3. The service also sends out an automatic feed to subscribing journalists and bloggers.
  4. As bloggers pick up your press release, they’ll add it to their blog.
  5. This is where it gets interesting.  Because your press release includes a link to your website, every time a blogger adds your press release to their blog, Google counts another incoming link for you.
  6. Incoming links are one of the key criteria Google uses to rank websites.  When Google finds a lot of links to your website, it decides your website must be well-written and therefore popular, and so it ranks your website higher.


So while you thought you were just writing a press release to let the local newspapers know that you’ve moved your offices, lo and behold – you’ve actually created a tool that can improve your website in the search engines!  I’ve actually seen press releases place higher in the search engines than the corresponding website.  Not a bad return on investment, eh?

And like I said, optimizing the release is super simple.  Here’s what you need to know:

Step 1

Choose one strong keyword or phrase.  Not sure if you’ve got a strong keyword?  Visit Google’s keyword tool (, type in your keyword or keyword phrase, and see what comes up.

Resist the urge to choose more than one keyword phrase.  A one-page press release is just not long enough to truly optimize for more than one phrase without your writing sounding ridiculous.

Step 2

Put your keyword phrase in your headline, as close to the beginning of the headline as possible.

Step 3

Put your keyword phrase in the first sentence of the press release, preferably within the first 90 characters.

Step 4

Add your keyword phrase one to two more times anywhere in the body of your press release.  Make sure it sounds as natural as possible, since you don’t want to sound weird to your readers.

And that’s it!  I told you it was simple!

Now that you know how to optimize a press release and you understand how this tool fits into your overall search engine strategy, be on the lookout for opportunities to create press releases.  Have interesting company news to share?  Write a press release!  Want to comment on a hot news item?  Write a press release!  Affected by developments in your industry? Write a press release!

Keep writing those press releases, and start planning for all that new website traffic they’ll bring!