What does it take for a press release to get an average of more than 100,000 views per month for several months running? We’ll analyze the success of a successful press release that did just that. But first, let’s take a look at the distribution of these 376,054 page views over the last few months:
- December 11th – 31st: 82,098 pageviews
- Month of January: 149,448 page views
- Month of February: 112,371 pageviews
- March 1st – 12th: 32,139 pageviews
These numbers are still pretty big. To put things into perspective, yesterday alone (nearly 3 months after the press release was issued), the press release received 3,171 pageviews. On December 26th, the highest trafficked day, the press release received 9,510 pageviews.
After analyzing hundreds (perhaps thousands) of press releases and their resutls, we’ve analyzed the success of this one and are breaking down five critical factors that likely led to it’s success:
Use Keywords The Target Audience is Looking for in the Title
One of the most important places to include your keywords is in the title and summary of the release. This person knew which keywords their target audience would be searching for and used them strategically. Their use of the keywords, combined with the fact that OnlinePRNews.com has a trusted ranking in search engines, put this press release in position #2 for a search term with 252,000,000 competing results.
It doesn’t matter if tens of thousands of people are searching for your keywords (as is the case with this particular keyword phrase). What’s more important is that you are using keywords that your target audience is searching for when they need your products and services. If you’re looking for good keyword suggestions, try the Google Keyword Tool to uncover the exact phrase that people are searching and the number of times per month those terms are searched.
An Intriguing Headline and Summary
Everything starts with your headline. The majority of your readers will decide to open your press release or dismiss it based on whether its headline captures their attention. Crafting effective headlines is an art unto itself. The good news is that anyone can learn to do it well.
First, resist the temptation to be clever. Clarity will always trump cleverness in your press releases. Second, don’t try to include every detail. Give readers a hint that makes them want to click to find out more.
The title of your press release on Online PR Media also becomes the title tag. And that means that your title is the main title that people see in the search engines when they’re scanning. (It’s the purple link in the image above). The summary in your press release on Online PR Media becomes the meta description, which usually appears as the blurb below the clickable title. Write the title and summary in such a way that they practically beg page scanners to click to read more.
Deliver Your Main Point As Quickly As Possible
Because press releases are relatively short (400 words is an ideal length), it’s important to deliver as much relevant information as possible upfront. Tell your reader in the first few sentences about the gist of your news item. If you’re covering a particular event – for example, a community softball game for which your company is the sponsor – include the event’s date, time, and location. If your PR is about a specific circumstance involving others, give details about the key people involved.
Providing these details in the first few sentences engages readers, and gets them involved. You’ll have a much easier job holding onto their attention throughout the rest of your press release.
Discard Fat, Fluff, Jargon, And Catch Phrases
Fluff writing in a press release is akin to junk food. It offers little value. Worse, it tests your audience’s patience since they are forced to dedicate their time to rummaging through your text to uncover your point. A reader whose patience wears thin is unlikely to visit your site, whether to buy something, opt into a newsletter, or learn more about your products. Scrap the jargon and hype, and talk to your readers in plain language. More often than not, it causes people to tune out and subconsiously dilutes your trust with your readers.
Once your write your PR, proofread it. Get rid of unnecessary words and segments. Cut it down to its bare bones while delivering the essential details in an engaging “voice.” Remember, you have approximately 400 words. There’s little space to waste.
Include Images and Multimedia Elements
Whether we want to admit it or not, we humans are visual creatures. We are captivated by visually appealing things and pay more attention to them than something that is less visually appealing — whether it’s a person, a landscape, or a press release. The use of an image and block quote gives this page some visual appeal to hook readers.
The average time readers spent on this particular press release (an average of all 376,054 pageviews) is 5 minutes 29 seconds. This may be due to the fact that the iFrame below the press release means that readers never have to even leave the release to convert to the website. It could also be that readers are clicking through to the site (which opens in a new window) to read more and then coming back to the press release later. Either way, compare this PRs 5 minutes 29 second average time on page to the 2 minute 1 second site wide average time on page for all press releases and all pages on our site and it’s clear that this release is driving higher engagement.
Did this information give you any “ah-ha” moments? What techiques have you used to be successful with press releases?