Special Report
Optimizing Press Releases
by Sally Falkow
In this special report, Sally explains how to optimize press releases so they're more likely to be picked up by both internet and traditional media. Her tips for optimizing press releases include these:
- Put your main search terms in both the headline and first 50 words of the release
- Create direct live hypertext links back to your website
- Insert JPEG images to ensure that the release is indexed by GoogleNews
She also explains how publicity has changed from an (unmeasurable) system where the company crafts a messages and sends it out hoping for pickup, to a (measurable) networked marketplace where the end customers initiate the conversation. Some of her points:
- 50 million Americans get their news online each day
- News engines regard press releases the same way as any other news source—avoiding the traditional media gatekeepers
- Fewer than 35% of searchers click the paid ads to the right side of search pages; organic search ‘above the fold’ is the place to be
- Fewer than 10% of internet users bother with the third page of search results
Read more on optimizing press releases online, with several revealing case studies, in the full 26-page special report, which members can see below. Not a member yet? Join now for $149 (approximately €99).
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