Margie Zable Fisher
a press release for the purposes of Search Engine Optimization (SEO) and
driving Web traffic is very different than writing one to get the
attention of editors in traditional media.
The main difference between writing a traditional press release and an
online press release is that the online press release is
keyword-optimized. That means that the content of the press release should
include relevant keywords that relate to the business or product being
When I wrote an SEO-optimized press release about a tele-seminar I was
conducting on "How to Get on Oprah," I chose the following
So, if someone typed in "get on the Oprah show" or "do it
yourself public relations" into a search engine, I wanted my
information to show up in the natural search results (not paid ads),
preferably on the first page.
While this press release was sent in October, 2006, I did a recent
(August, 2007) Google search for those terms. When I checked
"get on the Oprah show," my online press release showed up in a
search on the first page. When I did a Google search for "do it
yourself public relations," my online press release didn't show up in
the first couple of pages. However, because I have used "do it
yourself public relations" in other online efforts, I showed up on
the first page as the second search result (due to a Guy Kawasaki blog
entry), and later on the first page for my Do-It-Yourself Public Relations
If you'd like to see the release, it's available here.
Your Press Release
I distributed my press release through PRWeb for $200, so that I could use
the SEO-optimization features. I also sent the press release to free
press release distribution services such as www.arrivenet.com.
Additional places to send the press release include:
Keep in mind that you often need to submit your press releases to each
site separately, sometimes through a cut and paste process or an uploading
process. It can be very time-consuming.
Was the effort successful?
It's easy to analyze the success of an online press release campaign. Just
note the following:
1. Increases in Website traffic.
2. Increases in the number of new newsletter subscribers.
3. New natural listings in search engines that include the press
SEO-optimized press releases can be a powerful tool in public relations
efforts. It's also easy to measure the results of your efforts. So
start using them today!
Zable Fisher is president of Zable Fisher Public Relations,
and author of the Do-It-Yourself Public
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