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A large percentage of journalists use search engines to locate fodder for their articles and editorials. As such, it is important that press releases be optimized for search engines, so they'll be indexed and presented when related search terms are entered. Here are a few ways to better optimize your press release...

Keyword Research
Conduct keyword research for the press release. Locate terminology that is relevant to the product or service being discussed in the press release.

Keywords In Title
Integrate the most important and relevant keyword and phrases into the title of the press release. The keyword or keyword phrase should also appear in the first paragraph, which introduces the product or service that the press release pertains to.

Submission
When submitting the press release to the various online press aggregators, try to vary the anchor text used for the links back to your website, so they are not all identical.

Format
Format the press release according to the standard and traditional style. Editors are accustomed to receiving press releases that use the "inverted pyramid" writing style, in which the most important information appears first in the release, followed by information of lesser and lesser importance. Do not make the mistake of burying important details in the closing paragraph (especially since editors will often crop or truncate the release text to fit within an available space).

RSS Feed
Put your press releases into an RSS feed. The more exposure the RSS feed receives, the more attention the press release will receive. Journalists may subscribe to RSS feeds and monitor news. Use RSS to your advantage by offering your press announcements in this communication channel. Promote the Press Release RSS feed using standard promotional channels.

RSS Promotion
Publicize Your RSS Feed

Social Media
Add social bookmarks to the URL of the press release on your website to draw additional attention to the press release. Bloggers and journalists often monitor the social bookmarking websites for new article ideas or filler content. Use social networking to draw attention to your press release.

Keyword URL And File Names
Use important keyword or phrases in the URL to the press release page on your website, or in the filename of the press release if it's posted online in PDF or similar format.

Optimize your press release and then promote it to give it the attention it deserves. Doing so may garner some additional press exposure.

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During a Press Interview