Press Release Optimization for Internet Marketing

Posted on March 17, 2009

I’ve been doing press release optimization since before it was cool. A few years ago, nobody had really considered how Press Releases distributed directly to the public could be an amazing way to get news about your company distributed throughout the web.

Yahoo was one of the first we noticed that started publishing our Press Releases. Long story short… the press releases featured active hyperlinks back to our clients, and that created highly valuable links from Yahoo, Google News, Topix and ultimately hundreds of other web sites.

Today the press releases are not as powerful as they once were. I remember a time where we could post a press release and in less than 2 days, we had #1 listings for our release on just about any keywords. Imagine being able to tell a client that you could get their information to the top of Google in less than 72 hours!

Ah those were the days.

Don’t get me wrong. It’s still important to submit your press releases online. Just don’t expect anything magical to happen. Yes, I have successfully helped our clients get stories and mentions in the Dallas Morning News and the Wall Street Journal. I have even helped a client get his product featured in episodes of ER and Gray’s Anatomy. But these are just a few successes of literally hundreds of press releases.

Most clients simply see more highly relevant inbound links. And that’s a tremendous help right there. The right links can easily boost your site from page 10 to page 1 in a matter of weeks.

Okay now that we have set the stage for Press Release Optimization for Internet Marketing. Today I’m just going to go over the basics. I’ll add more tips on a regular basis.

The first thing is to get the Press Release written in a press release format.

  • You must have a compelling headline.
  • You must have a summary, usually less than 250 characters.
  • You must have the city and date of release.
  • I highly recommend at least two quotes. One from a 3rd party.
  • I highly recommend bullet points. I’ll explain this in a later post.
  • You must have “About” information regarding the company.
  • You must have “About” information regarding an event or anything else that is extremely vital.
  • You absolutely must have contact information that someone can contact the client with.

These are the basics. Next time I’ll show you how to make your Press Release stand out.

– Tony Darrick Baker

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