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What is Press Release Optimization?

Written by: Mark Brimm

Article Overview: Prese release optimization is a special variety of search engine optimization specially developed for press releases.

What is Press Release Optimization?

You read over the above headline and the summary and ask youself: "Can that be true?"

Yes, not only can it be, but I insist that it be. Press release optimization a special case of search engine optimization because it requires some additional skill sets from your average talented copywriter. Most press release writers can eventually learn how to do it, given time, trial and error, and forgiving or uncritical clients. But the SEO aspect is somewhat formidable. It's one thing to be creative with words. I felt at one point that I had gotten so good at it that I became cocky, sloppy, just didn't care anymore. It was then I realized I was bored with one-dimensional writing. I was driven and dreamy at the same time. And something about being on a computer...made me edgy. SEO writing is a new breed of hyper-writing that fuses wordplay with SEO metaphysics and a comprehension of available (often free) web analytics tools. The person who can create a masterpiece from this canvas is a something like a kind of social media DaVinci in our age. I am just such a DaVinci. How do you do?

Who makes a good press release optimizer? Someone who's a creative copywriter, an expert Search Engine Optimizer, an SEO tool hound, and an obsessively competitive keyboard-smacking freak all wrapped into one. If you don't have one of these components, watch out, because I may be your competition. Seriously, you need these qualities because without them you're going to either falter in a critical area and end up wasting a lot of money, or peter out, stopping short of your destined web glory. Either option, as any megalomaniac will confide, is simply not acceptable.

In reality, as far as tools go, a few Firefox SEO plug-ins, Microsoft Excel, Web Position 4 Standard and a free Google Analytics/PPC management account will do just fine. But how do you use them together? Ah, there's the rub. The cycles of keyword research, optimization and what I call "hot topics" spotting is a deadly mix that can go on and get convoluted, but I still normally wait until the last minute to see what topics are getting play and make last minute headline and first paragraph changes based on these crucial factors of the ebb and flow of the internet Tao that is social media.

No release, not even the best researched, optimized, written and distribution-configured release is going to win if the winds of social media chatter aren't with you. You've got to catch a wind to get headline views, reads and general media/site editor interest. This will also increase the interest of other social media people, the bloggers and facebook self-documenting freaks out there that are waiting to flag any story like yours pass it on using their own various social media tools. Therefore, boring doesn't pay. News and controversy pays. Big-time.

One way internet press releases help a company is to supplement regular search results later on, via the RSS feeds that will be copying the release. Their higher PageRank and optimization level for your topic can catapult your release onto the top 10 of Google and Yahoo even if your site's PageRank and optimization is not yet that evolved.

In truth, high Page Rank is a luxury and in many ways a misnomer (3 months time lag and Google is ever more secretive about what affects that magic number...exactly. Few sites really achieve a high PageRank for many years. Essentially, it's simply a measure of how popular your site is, which can mean absolutely nothing, depending upon your actual business model and profit margin. It takes time to become a mass consumer hit, but good business can come all the same with just the right optimization strategies in place, so it's not crucial. Internet press releases are one way to bridge the gap by staying in the search engine results pages (SERPs). Internet press release optimizers (like me) make it happen.

After the launch, use social bookmarking tools like Digger and Yahoo's new tools to boost your news release--use every hot tool you can. Ask your clients and associates to check it out. The urge to comment or vote for it will be overwhelming. There are ways to make use of these tools when selecting a distribution mode. If at last you find the optimization and social media aspects simply too daunting, consider assigning the task to a seasoned press release optimizer (one who is a creative writer-whiz, SEO-expert, social media guru and driven to compete--someone like moi) may be the smarter way for you to go. Demand a release statistics report after each release. Most distribution networks provide these to their consultant users. You deserve to know how your release is doing and a means to do benchmarking against your previous releases.

Finally, don't go all-out with full media exposure with every release unless you've got the budget and a story that will immediately grab the attention of your audience. Ask yourself if it will arrest the attention of your target. If not, you need to reconsider the focus. I typically brainstorm with my client in a short phone session before starting any release. A good release is one with a foundation for gossip. If it doesn't have that, tinker with it until it does. Today's internet is made for grapevine gossip, both in business and in personal consumption. Realize that you will need to learn to wield this reality to your advantage if your business is to succeed using the cheap and no-cost technologies of the internet.

Related Articles
  Search Engine Optimization Techniques
  The Power and Influence of Press Release Marketing to Promote Your Brand
  5 Benefits of Publishing a Press Release
  Top 10 SEO Optimization Techniques
  Writing An Attention Getting Press Release

Article Tags: press release optimization, seo articles



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Re: How can I promote my site? - To promote website online you need to hire professional SEO expert because you have to perform the below activities for your website promotion:- Start On page optimization which includes the following task:- 1. Meta tag optimization 2. Header Tag Optimization 3. Alt tag Optimization 4. Content Optimization 5. Anchor Text Optimization 6. URL Optimization 7. Navigation Optimization After On page optimization, Start off Page Optimization which includes the following task:- 1. Link building 2. Directory submission 3. Classified Ads submission 4. Article submission 5. Press Release submission 6. Social Bookmarking 7. Business Listing 8. Local Listing 9. Blog Optimization 10. PPT Creation & Optimization
Press Release Builder Tool - Hi Shri - I would be happy to. What do you need from me? Please PM me the details. Also, if anybody has suggestions for how to make the Press Release Builder Tool more valuable please let me know!
Re: Sales with no start up fees. - Hi Mary, Maybe you have something New to offer. You can write an article of something new you have to offer. Then submit it. Following that rewrite it into a Press Release, indicating the need of support to promote it. Just an idea. Be blessed Beat
Re: Looking to outsource my sales - With a budget of $1,500 I know a guy in India who will do all these works on your website for you SEO Articles writing Article Submissions Forum Postings Website Submissions Press Release Link Exchange Video Submission If interested pm me and i send you his linl
Re: Why Some Websites Sell and Others Don’t? - There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site. PPC Article Marketing SEO Press Release Banner Ads Forum Posting Classified Advertising Media Buying Solo Ads and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space


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