Press Release Basics: Getting Your PR To Rank Well In Search Engines

Press Release Basics: Getting Your PR To Rank Well In Search Engines

Posted on 26. Mar, 2012 by + in Business Publicity, Press Release Writing Tips

Did you know that press releases published on Online PR Media our automatically optimized for optimal SEO? It’s true! When you publish a press release, your title becomes the title tag of the published page and your summary becomes the meta description. We also allow users to create custom image tags and target up to four anchor text links. All of this formatting and programming, however, is only as good as the keywords that you’re using.

Today’s guest post will examine keyword selection and provide you with the background and tools that you need to really get a jump start on the competition! An optimized press release can rank really well in Google organic, so it’s definitely worth taking the time to research your terms and include them in your press release.

What on Earth is a Keyword? A Beginner’s Guide

Your website has launched, and it looks amazing. All it lacks is visitors. Ask around, and the pros are likely to advise you to optimize your site for search engines. It just takes some keyword research and strategic placement; easy enough, right? Well … not always, especially if you are unfamiliar with Search Engine Optimization (SEO) and marketing jargon. The reality is that many folks – from web developers and designers to copywriters and administrators – have no clue what that means.

Keyword research gets more complicated the deeper you go, but you need a starting point. Below, we’ve compiled a basic beginner’s guide to keyword research.

What is a Keyword?

Keywords are largely the reason SEO exists at all. When you plug a word or phrase into Google or Yahoo, you’re using keywords. Search engines monitor what keywords are used and where the searcher ultimately ends up. It’s part of a wider strategy to make search engines more intuitive for Internet users.

As you market your site online, you should be mindful the language you use so that your site is recognized as relevant. Execute a strategy that incorporates a mix of keyword phrases that will help to boost your site’s search engine rankings.

How Do I know Which Keywords to Use?

Your keyword strategy likely will evolve by way of trial and error. No magic formula will tell you what keywords are most relevant to your business from the start. You’re relying on judgment, and you build from there. You can start by taking a look at what seems to be working now.

Programs like Google Analytics can reveal which entrance keywords are being used to find you. That information, in a less detailed form, is also compiled by your host server. From here, you can determine which phrases are driving traffic your way and find similar phrases. Several online tools, such as Quintura, can help you brainstorm new keywords. If the keywords “golfing tee times” are driving your traffic, you can see that people who search those words are also looking up the words “discount golf,” “reservation,” “golf packages” and others on which you can focus.

This is often called a “seed list” that you will observe over time for tweaking. Don’t rely on the same keyword phrase for too long, however. Mix it up for the best results.

How Can I Tell if My Keywords are Effective?

Programs like Google Adwords and Yahoo Marketing Solutions can estimate traffic generated by a specific keyword phrase so that you can make comparisons. But remember that while the most highly searched phrases are very appealing, those markets can be fairly crowded and tough to crack. In fact, a large majority of keywords are searched less than a few hundred times per month. Your keyword strategy should incorporate phrases ranging from common to the so-called “long tail” (as in a curve) words that make up nearly three-fourths of searches.

Ultimately, you want to choose words that lead to actual conversions. Consider the practical angle. Are your keywords relevant to the product or service you offer? Don’t use a keyword phrase simply because it generates traffic; you want that traffic to turn into a lead. If you run a San Jose dentist office, for instance, you shouldn’t link to “Freemont dentist” just because a keyword application reveals it as a similar search. Freemont is nearly 20 miles around the bay, and people searching that term might not be interested in your business.

You’ll get better at identifying keywords with time, and eventually you will notice your strategy turning a profit for your company. If you have any thoughts on getting the most from keywords, please feel free to comment below.

Bio: Chris Peterson is a copywriter for Straight North, among the leading Chicago Web design firm. He specializes in B2B and B2C marketing, with experience in informational blog posts, press releases, and website content that emphasizes Search Engine Optimization. He is a graduate of Northwestern University, where he earned a Master’s degree in journalism.

Straight North provides a full range of online marketing services, including its innovative Chicago Web design group and highly experienced Chicago SEO team. Straight North develops strategy and executes marketing programs for clients with lead generation and e-commerce websites, and market regionally, nationally or internationally. Follow Straight North on Twitter and connect with Straight North on Facebook.

Awesome target photo courtesy of cliff1066™.

25 Responses to “Press Release Basics: Getting Your PR To Rank Well In Search Engines”

  1. Ken Howard

    26. Mar, 2012

    Chris, another keyword research tool that I have found useful is Uber Suggest (
    Ken Howard recently posted..Updating Your Facebook Page To Timeline Is Easy

  2. Karen

    26. Mar, 2012

    Great guest post! It’s great to see some very helpful tips on tools to help brainstorm other relevant keywords. I don’t think that the ‘research’ element of keywords is stressed enough, especially when companies are frustrated with a lack of results. Good stuff!

  3. Chris

    27. Mar, 2012

    Thanks for the feedback! Ubersuggest looks like a very thorough resource. A great way to find keywords that fit more naturally into copy.

  4. Anthony

    29. Mar, 2012

    Keywords are always important. With the extensive information being supplied online, the right keyword increases the probability our post can be seen. I have made some past mistakes of ignoring this rule when posting press releases.
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  5. Shirley Fai

    02. Apr, 2012

    Hi Chris…Great guest post shared to us! It is never easy to make keywords and I think this article can really help a lot…
    Shirley Fai recently posted..Overcoming Anxiety

  6. cmichaelsny

    03. Apr, 2012

    Make proper use of your social websites, like facebook, twitter, myspace, tumblr, stumbleupon, reddit, e.t.c post the link to your hubs on there, as this will help to create a proper backlink for your hub, because when people search for content on your hub, search engines will search for links that relate to their search, the higher the backlink you create, the higher your page on google, when user search for contents that relate to your hub.
    cmichaelsny recently posted..Natural Cures for Anxiety and Panic Disorders

  7. Sharon

    03. Apr, 2012

    Google sends out their google spider bot to grab fresh content almost every month…It depends on the traffic to your website and the web site is linked to the bookmarks or etc
    Sharon recently posted..Secret Survey by Michael Fiore Review – Is it Good?

  8. Alexarrie

    11. Apr, 2012

    Keywords are sometimes very important and actually, only some people are aware with it…Thanks for the guest post here…
    Alexarrie recently posted..Home Remedies For Gout

  9. Aifa

    12. Apr, 2012

    There is a great article I read about how to get free traffic from Google and yahoo. Basically you need to submit your URL with Google and link your website with other high ranking sites from the same niche market, which would ultimately rank your site. In addition the site suggests that don’t only submit one domain but submit different webpages at different times with high ranking keywords.
    Aifa recently posted..Kara Oh’s Men Made Easy Review – Does it Work? Any Good?

  10. tinafreysd

    13. Apr, 2012

    A press release can be a great promotion tool. Your announcement quickly reaches the desk..
    tinafreysd recently posted..Acne Medication Treatments

  11. Jessa Kate

    16. Apr, 2012

    As what I have learned, keywords is really important thing to consider first in order to form a well indeed articles… Thanks for sharing with us an additional ideas on how to make it effectively…
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  12. Shy

    18. Apr, 2012

    This article is very helpful especially to newbies like me who is just starting to blog. I’ve read tons of articles that really encourages site owners that SEO is really important to get traffic from search engines. Since I’m still learning how SEO works, is Google Adwords free to use? Thanks for sharing one. Glad I found your site.
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  13. Carmen

    19. Apr, 2012

    In addition the site suggests that don’t only submit one domain but submit different webpages at different times with high ranking keywords. Thanks for sharing.
    Carmen recently posted..Chamonix Accommodation

  14. Victor Pratts

    19. Apr, 2012

    Page Ranking is very important when it comes to gauging your effectiveness in promoting your website and its presence to the world wide web. Is keyword really that important in press releases? Other points are really well shared. Thanks for your post!

    Victor Pratts recently to pick up girls

  15. Carmen

    19. Apr, 2012

    There are several reasons for this but most often it is for copy/pasted content and spamming the search engine. Thanks for the great thoughts.
    Carmen recently posted..Finding Free Online Dating Sites

  16. Joel

    27. Apr, 2012

    I Actually was wondering if the free press release option offered is beneficial for SEO purposes? Obviously original content is key but is the link juice only for paid press releases or does the free press release have benefits as well ?


  17. Tara Geissinger

    Tara Geissinger

    28. Apr, 2012


    There are definitely benefits to publishing free press releases. On Online PR Media, they do not come with anchor text links, but they DO feature optimized titles and summaries. Your published title becomes the title tag for the page and your summary becomes the meta description. When written with SEO in mind, your press release can rank favorably in search engines. I hope that helps!

  18. Tara Geissinger

    Tara Geissinger

    08. May, 2012

    Thanks Kisha! I’m glad that we helped!

  19. Laura

    10. May, 2012

     All of this formatting and programming, however, is only as good as the keywords that you’re using.
    Laura recently posted..What is Smile Makeover?

  20. Tara Geissinger

    Tara Geissinger

    02. Jan, 2013

    Thanks for the comment, Anna. An yes, we designed this particular blog post to be a ‘basic’ understanding of getting visibility online using press releases. We love that you want to go more in depth with the topic though! Some of our other posts already focus on specific aspects of PR publishing, but we’ll go into even more depth this year. :)

  21. Lauren

    15. Mar, 2013

    This post is a great introduction resource to writing keyword optimized copy. If you’re looking for some more advertising ideas for online businesses, the website below may be useful to you!


    10. Mar, 2014

    I all the time used to study piece of writing in news papers but now as I am a user of net thus from now I am using net for articles, thanks to web. recently posted..


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