There is a fine balance. To successfully rank highly in search engines and with journalists, the words in your news release should never be an afterthought, but rather, a strategic investment in your search engine optimization campaign.
Choose your words carefully. Adding keywords for the sake of SEO create awkward headlines and body copy which results in diminished news value and unnatural content. Ensure keywords are sprinkled methodically to produce a legitimate outcome. Too many keys words can and will work against you and the wrong keywords won’t add a thing to your story.
Everything in moderation. Excessive use of back links scream “spam” and have journalists reaching for the delete key faster than the first sentence can be read. One back link to a relevant page on a website, (preferably to a newsroom), integrating a good mix of information and multi-media into a single set of results is best. If a journalist or blogger wants to read more –this is where they should find it.
Quality over quantity. Have a sound news release distribution strategy in place and make an effort to get it in the hands of journalists and influencers who have a genuine interest in your story. There are several ways to reach them – but do shy away from directories, (AKA free press release sites). You can do a more efficient job at distributing your news than a release directory can.
An optimized news release can be an extremely effective marketing tool and when created with balance in mind, you will not only build traffic and interest from editors, but also your online reputation.