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Best Practices for Optimizing a Press Release

Quinn Sharp

Even if PR is a new experience for them, many of our clients are concerned about optimizing their press releases for searchability. Optimizing a press release, like most content on a site, is ever-changing with new Google algorithm roll-outs. With the current roll-out and long-standing best practices, there are ways to make sure your press release is fully optimized.

Whenever someone brings up the topic of optimizing a page of content, people have one of two reactions:

1)      A Dull Haze of “What are you talking about”

2)      Or a subtle panic of “what does that mean?”


Now, have no fear, I am here to help you better understand what SEO tactics you should use when it comes to optimizing an online press release. So let’s get started!

Ways to Optimize a press release

  • Write naturally and be interesting:

Write like you are talking to your friends, not a search engine. Being insightful, informative, and relaxed can translate to an easier read, and better user experience.

  • Use keyphrases that relate to the press release:

It is always nice for the content in the press release to use terms that are related to the topic. A term like “new office opening in [City]” is a good phrase to use if the press release is about a new branch. It is natural sounding and makes sense to be there.

  • Use rich media

Using rich media, like a video or picture can help in a few ways. It allows for a break up in the text and it makes the press release look friendlier. When you go to a page with all text, odds are, you read a little and then move on but, if there is an image or video, you might spend more time on the page.

  • Linking to the main company site as well as social media

A good online press release will not only give information about the topic, but also allow for the reader to go to the company page and share on social platforms.


  • Link building

You should naturally link and do not use linking as a tactic. You should be a traffic builder, not a link builder. Pan-handling for links is obvious and Google responds negatively towards those tactics.

  • Anchor Text

Google now looks at anchor text and anchor tags as an “unnatural” form of link building, do not do. The big issue with anchor text is keyword rich anchor text which is placing anchor text on keyword phrases. Link in more natural places, like the brand name or URL.

  • Keyword stuffing

Use 2-3 terms that make sense to have in the content, do not drench the content in terms. Write for the readers, not for the search engines!

Simple, right?

I believe if you keep these points in mind when putting a press release online, you can get positive results. So go on and optimize those press releases with confidence!