Keyword Optimization for Press Releases – B2B Marketing and Sales Tip #116

Keyword optimization on your website has become standard operating procedure for most marketers. But are you optimizing your press releases with keywords? Here are a few reasons why you should:

  • If you are posting your press releases to your website (and you should be), it is probably the freshest content. Google gives precedence to new content (that is why blogs rank so highly in search engine results).
  • Press releases and news articles rank very highly on Google. The more keyword rich your press releases are, the better they will rank in Google.
  • Press releases are not just for the press. Make it easy for prospects/bloggers/analysts/media to find you wherever they are searching.

Don’t know where to start to find the right keywords? Check out these tips from MarketingProfs: Four Steps to Writing Search-Engine-Optimized Press Releases (I highly recommend the entire article) by Kim Cornwall Malseed:

  • Find out what keywords successful competitors are using
  • Read articles written by target journalists
  • Survey your PR and Marketing department personnel
  • Survey your Web site development team
  • Survey product development personnel and executive management,
  • Many press release distribution services (PRNewswire, MarketWire, etc.) have SEO features. Use them a few times (the companies usually permit you to do a free trial) and track results to get an idea of which keywords are most popular.

Also, be sure to avoid gobbledygook, those over-used industry words like “flexible,” “scalable” and “market-leading” so aptly named gobbledygook by David Meerman Scott.

After you have written your press release and think you have optimized all necessary keywords, put it to the test. HubSpot recently announced Press Release Grader, a free online tool to rate your press release. “Press Release Grader rates a press release based on a checklist of criteria – from content and structure, to search optimization and link analysis. The free tool is designed to optimize a press release so it can be found more easily by media, bloggers, customers and prospects. Press Release Grader provides an analysis and recommendations that will help you improve the way your press release is structured.”

As it is for most marketing tactics, in the end it is all about testing and re-testing to find what works best for your audience. I am sure I am missing a lot here. Anyone have any more tips?

Showing 3 comments
  • Mike Volpe - HubSpot

    Great tips. One thing to think about is that there are TWO DIFFERENT ways to use press releases for Internet marketing.

    First, you can distribute press releases in the hope that when people search on a certain keywrd, they will find the press release page on one of the news services. This is an OK practice and can work. (But it’s not my favorite. I think you are better off trying to get your own web page to show up, not the web page of a press release service website.)

    Second, you can use press releases to drive more inbound links from the web into your website, which helps your own web pages rank higher for a number of keywords. This is my favorite use of press releases, and in my opinion the most effective use and really the major reason to do press releases at all.

    As far as more press release tips – in addition to what you can learn at, we also have an article about the Biggest Rookie Press Release Mistakes here:

  • B2B

    Actually, “B2B” is also a gobbledygook term in SEO. Great tips anyway.

  • Trade.Meritline

    Yes, there are so many ways to do site promote with inbound link from site back your link and submit to some site apart from your owners is also great and I am not sure how to do international trade service by specifying your keywords into your press,
    and there are more words on my blog about site prmotion:
    but still now results shows the visit from search engine by some certain words.