It’s no secret that the way people find news has changed. PR pros and media managers would be wise to heed the stats shared by Michael Pranikoff from PR Newswire during a recent interview with Ragan.com. According to the Edelman Trust Barometer, people are turning to search engines first for news (29%) and then online news sources (23%). If you want your company’s news found by the people that care about it, then you need to write for the search engines too.
How to Write a Press Release for Google, Yahoo, Bing:
- Keywords are the key. It is important to use the keywords your consumers use to find information about you and the products and services you sell. Avoid using corporate speak. That is not how your consumers think or talk. If you need to, go straight to your target market and ask them how they search the web. Use those keywords liberally in your content.
- Short and to the point: There is a tendency in business for verbosity when conciseness is better. Journalists, bloggers, and other people only have a few minutes to digest your news. Don’t waste time with $10 words and cleverness. Give them the information they need as quickly and succinctly as possible.
- Typically, search engines will show a small snippet of the content underneath the title. Give all of the pertinent information in the first paragraph. Use the rest of the press release to expand on the first paragraph. This way, if they only read the first paragraph, then they will get the gist of the release. * Include links in the online press releases: Pranikoff reports that a shocking 70% of press releases go on the wire with no links in them. Make it easy for people to cover the story. Include links to where they can find additional information. Search engines also use links to find content online. It is the easiest way to improve the search engine rank of corporate websites, newsrooms, and social media profiles.