To get in the good graces of Google, integrated marketers must embrace the newest Google design and content guidelines when writing press releases. If not, the search engine optimization tactics communicators deployed before could do more harm than good.
Here are some surprising new search tips to think about before you start writing, courtesy of the media experts at Cision.
Use links correctly. Content writers can still pepper news releases with links back to specific product pages on company websites, but these links must bear the “nofollow” attribute or be coded so they are inaccessible to crawlers. For more information on nofollow rules, see Google Webmaster Guidelines.
Include multimedia. The more times a press release is shared on social networks, the higher the rankings are on search engine results pages — and releases with photos, graphics, slides and videos simply are more sharable. The difference is striking. PR Newswire found that multimedia releases were shared 3.53 times more often than text releases during a one-month study.
Choose smart distribution methods. Traditional integrated marketers issue every press over a newswire service. But search-savvy marketers know that other distribution methods, such as a blog posting, could boost rankings better. Aim to distribute news releases to the channels that will generate the most engagement and interaction through social sharing.
Always create quality, relevant content. Press releases aren’t just for journalists and bloggers. Your customers are likely to read them, so write for their needs, too. Tell your news in a compelling, storytelling way to reach all audiences. To learn to write like a journalist, read “Five Tips for Writing News Releases that Resonate.”
