How to Use Press Releases for Website Traffic and incoming back links
Press releases can not only generate substantial traffic but can also create hundreds of inbound links to your website. Because inbound links from relevant and reputed sources increase search engine visibility, you will get even more traffic through search engines.
The above potential can be realized only if your press release is optimized both for search engines and its readers. Search engine optimized releases will be found more frequently through search engines while reader optimization ensures that it will be picked up more often.
On-line Press Releases
Traditional press releases were typed out and sent to newspapers and other publications. If the release had good news value, these publications used the releases to create and publish a news story. Publications are always hungry for good stories.
Today’s on-line press releases reach not only the publications but also the final consumers. People are constantly searching on-line news such as Yahoo News and Google News for news stories. If your release is optimized for keywords relevant to the topics they are searching for, it will land before them.
If your release presents an interesting story, many readers will click through to your website. You can lead them to a customized landing page that will present your offer to these visitors. If the sales copy on the page creates sufficiently strong a desire, the visitors can end up buying what you offer.
The potential of on-line press releases do not end there. They can be syndicated through RSS feeds. Go through the terms and conditions of the press release agency and do what is necessary to ensure that the agency creates an RSS feed for your release. The agency will also typically submit the feeds to news feed directories.
How to Optimize Your Press Release
Remember that you have to optimize for two groups of readers, the media and final consumers.
- Present your announcement in a newsworthy manner. The media is looking for news stories, not sales material. Hence it is extremely important to find a topical or other news angle to use in the release
- To optimize the release for final consumers, start by identifying the keywords they will use to look for your topic. Select the most important keyword and use it in the heading, summary, first sentence and in the body copy. Use it also in the text of any links included in the press release.
- You can use closely related keywords in the body copy. However, if there are other keywords that you want to target, it is better to create more press releases. One release should focus on one main keyword.
- Get the release syndicated through RSS feeds and submission to feed directories.
- Include a live link to a relevant page of your website in the release. It is best to offer a free download or report to those who click through the link, so that readers have an incentive to do it.
- Include contact details – mailing address, phone number and email - at the bottom of the release
- You can submit your release to social bookmark sites like Digg.com along with an interesting comment on the content of the release
- Additional traffic can be generated by having a relevant blog that will be indexed by Technorati, Google Blog Search, etc
- Upload good pictures along with the press release, with picture captions that include your keyword.
News worthy press releases will be picked up by news-hungry media. Search engine optimized ones will be found by readers interested in your topic. Syndication through RSS and publicity through social bookmark sites and blogs can bring even more visitors.
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