376,054 Pageviews, 1 Press Release: Breaking Down The Success Strategy

376,054 Pageviews, 1 Press Release: Breaking Down The Success Strategy

Posted on 14. Mar, 2012 by + in Press Release Writing Tips

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.

Press Release Statistics

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.

Your Turn!

Did this information give you any “ah-ha” moments? What techiques have you used to be successful with press releases?

15 Responses to “376,054 Pageviews, 1 Press Release: Breaking Down The Success Strategy”

  1. Mark

    14. Mar, 2012

    Thanks for sharing these success stories. This kind of thing really helps. Could you share which option they bought from you all?

  2. Boise Idaho

    14. Mar, 2012

    To Break the noise, your news has to invaluable. Great information is everywhere but invaluable information, meaning they can’t live with out it, will get people’s attention.

  3. Brian

    14. Mar, 2012

    This is a great reminder about the importance of using relevant keywords and writing tight!

  4. Karen

    14. Mar, 2012

    What a cool insight on to how to encourage more traffic and keep those people engaged once they arrive. I always find it inspiring to see others’ success, so that I can try to capitalize on their tactics for my own efforts.

  5. Christine OKelly

    Christine OKelly

    14. Mar, 2012

    Glad this helped! I found that actually “seeing” examples of good writing and good campaigns is so much more effective than reading about it in theory.

    Mark — Good question! This client used the $79 search engine visibility package.

  6. Lianne

    14. Mar, 2012

    Wow great ROI and good to see examples of successful releases
    Lianne recently posted..Ali Brown: Solid Steps To Success

  7. Thea

    15. Mar, 2012

    Indeed! I had a lot of realizations after reading this post. Thanks!
    Thea recently posted..jazz guitar sheet music

  8. Black Man Writing

    15. Mar, 2012

    It is amazing how sticking to these simple principles yields such great results. Picking the right keywords and being clear and concise seem to definitely do the trick. This is a very good post and I will archive it for future use on all my upcoming press releases. Thanks a bunch!
    Black Man Writing recently posted..How to Start Your Own Corporation

  9. Jayprakash

    17. Mar, 2012

    This is a very informative & very effective. I will try this.

  10. Sandy Millar

    20. Mar, 2012

    It was helpful that you described what goes in the meta tags… I haven’t got much experience with press releases but this post certainly gets me off on the right foot… Thank you
    Sandy Millar recently posted..Why Choose Reclaimed Wood Over Virgin Wood

  11. Tracy96

    26. Mar, 2012

    Its a nice kind I always find it inspiring to see others’ success, so that I can try to capitalize on their tactics for my own efforts.
    Tracy96 recently posted..Benefits Of Carbide Cutting Tools

  12. Tara Geissinger

    Tara Geissinger

    26. Mar, 2012

    Thanks Tracy! I know what you mean. It always gets me thinking when I see what other people are successfully doing!

  13. Jayprakash

    30. Mar, 2012

    It is amazing ! How small points can be great turning points in PR marketing. Learned a lot ! Thanks for the insight.
    Jayprakash recently posted..First post for USB Relay boards

  14. WD

    10. May, 2012

    “An Intreguing Headline and Summary”

    Is this misspelled intentionally to be more intriguing?

  15. Christine OKelly

    Christine OKelly

    10. May, 2012

    LOL! Thanks for pointing out that intriguing typo WD! :-/

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