A considerable number of releases are distributed over the wires and added to online pressrooms every day, so search engine optimization—or SEO—remains an important tactic for PR professionals.
Why wouldn’t you try to increase the search engine visibility of your press materials?
Recently, I dusted off a press release optimization checklist that I’d written several years ago, so I thought I’d share it.
There are also a number of other good resources out there. Todd Defren published a useful checklist back in 2008 and Lee Odden, probably the strongest advocate, has written multiple posts such as Essential Press Release Optimization Tips.
Follow these guidelines when writing press releases, but remember: Search engine optimization should be an enhancement, not the main thrust. You’re still writing for humans to convey a newsworthy announcement. Take care when working keywords into your copy.
Press release optimization checklist