Using a major distribution service (for example, PR Newswire or BusinessWire) will typically give each release a direct feed into Google news results. This is an important place to appear in addition to general Web search results.
Even without the help of a distribution service, the guidelines below will help make a press release as SEO-friendly as possible.
Use relevant keywords
In my previous SEO for Public Relations article, I recommended using the Google keyword tool to identify brand-relevant keywords and phrases with high search demand. Finding a phrase with high search volume can ensure a press release appears in general search results and Google News results.
For instance, Google pulls a live feed of news releases into its general search results for common or trending searches such as “St. Patrick’s Day.” Including trending terms can help your release grab the most exposure.
Write a search-friendly headline