In a business, external communication is essential, that which makes the brand’s products and services known through publications. To do this, sometimes, company communicators will have to provide information about any news about the entity to the media through a press release.
Currently, this press release must be adapted to the different communication media, and it is essential to weave a good strategy to create effective dissemination in digital media. At this point, SEO (Search Engine Optimization) comes into play to optimize this information, since the position of our note will be better, in addition to putting these communications on the company’s website and achieving greater visibility.
SEO is a process that improves the visibility of a website in different search engines, therefore, it consists of optimizing content to improve its positioning. With the immediacy of the news, it is important to do a good SEO process in a press release because this way you can offer journalists well-prepared information, so that they do not waste a lot of time.
We must also take into account that the media receives hundreds of press releases daily, therefore, it is important to make yours stand out from the others, that is, that it provides added value. Many of the companies have included a journalist in their ranks to help them in this process, since the strategy also consists of showing what is behind all the effort.
In this article you will find some guidelines to optimize your communications and gain visibility for the project you want to communicate.
The press release must have informative quality, that is, it must be ensured that the information presented is interesting, important and relevant, that it attracts the journalist’s attention.
In addition, you have to define a story, that is, create a magical story that helps you connect emotionally with other people. Therefore, analyze the current event and give it a different approach than the competition.
And the main thing is that the content is original. In this case, you can have two formulas prepared, one will be the text that you send to the media, and another will be the one that you publish on your website or blog. This way you ensure that the content is completely your own, even if the journalist changes some things when the note reaches the editorial office.
That said, how do you write a press release with SEO techniques? The first thing to keep in mind is to identify the keywords that can attract customers and achieve high positions on Google. Also, don’t forget to include these words in the headline, which should be descriptive and concise.
The second essential thing is that the communication contains links. In a 2.0 press release there must be at least two links and at most six (this is something to be evaluated according to the information). And, furthermore, it is important that one of these links includes the one to the company’s website.
The third thing is that the statement contains quality multimedia content, they can be images, photographs or links to a voice note, in this way the adaptation of the press release to any medium will be guaranteed. It is also good that these contents contain metadata (name, description, tags).
The structure of an SEO-optimized press release is the same as a normal one. That is, it must contain a headline with no more than 70 characters and that summarizes the essence of the statement; a subtitle or introduction that summarizes the 5Ws in a paragraph (What?, When?, Where?, Who? and Why?), you do not have to include all of them or follow a precise order; The body of the news must be at least 300 words and must be divided into short paragraphs to help compression; and contact information in case the journalist needs more information.
Once we have our SEO-optimized communication prepared, we must disseminate it. For this point, you must have a database of media, especially those specialized in the field to which the company is dedicated. In addition, having a section on the website expressly for this type of content (Press Room).
The press release must be sent to the sources through a brief, descriptive and eye-catching email. You can also upload it to social networks and use the tags to position it and gain greater visibility.
Undoubtedly, a company must be well positioned and attract traffic for its online survival. The only way to achieve visibility is to get featured in the media, since they have great power to work on a good communication strategy. And now that you have the keys, it’s your turn to get to work.
This post is also available in: