Joan Stewart: The Biggest Press-Release Mistake (and how to avoid it)

In all the hundreds of questions I’ve been asked about writing press releases, no one has ever asked the most important one:  “How do I research and use keywords in my press releases so the search engines can find them and bring targeted traffic to the release, and then, to my website?”

Most press release writers have only a vague understanding of how to use keywords. They think a tantalizing headline, scrumptious sub-head, enticing copy, kick-butt quote, and even a call to action will pull traffic and convert to sales.

Problem is, if  their press releases don’t include the keywords people are typing into Google when they want a problem solved, no one will ever find their releases.

5 tips for optimizing press releases

1. Before you write, do keyword research to learn what words or phrases relate to your news, industry or brand.  Wordtracker and Google’s Wonder Wheel help simplify and arrange search results.
2. Identify from one to three different but related keyword phrases to use, and include them within your release.
3. If your business serves a local area, use regional keywords.  For example: “Los Angeles photography studio.”
4. Don’t assume you must use your company name in the headline.  That’s one of the first places the search engines look for keywords.  People searching for the type of product or service you sell won’t type your company name into the search engines.  Use the keywords they’d use, based on your research.
5. Use keywords in the first paragraph of your press release.

Using keywords in press releases might feel strange at first.  But the more you practice using keywords, the easier it becomes. And the more skilled you become at using keywords, the easier it is for people to find your release.

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If you want to hear more from Joan Stewart, she will be presenting “Ezines, Bios & Blogs:The Top 3 Writing Problems That Stop Artists Cold…and How to Solve Them!” on January 27th at the smARTist Telesummit 2010. Click here for all the details.