Press Releases, either for SEO purposes or for the purpose of disseminating information have basically the same desired ultimate outcome. Therefore, to understand the right way to structure and draft a great press release for SEO, it is necessary to get the basics of a PR right.
The purpose of a press release is to communicate newsworthy information or announcements from an entity to the public through media channels. It serves as a formal and structured way to disseminate information of public interest, to generate media coverage and public awareness. A few key purposes of a press release include:
- Public Relations
- Media Coverage
- Brand Awareness
- Reputation Management
- Investor Relations
- Search Engine Visibility
- Content Marketing
Overall, the purpose of a press release distribution service is to effectively communicate news, announcements, or information to the public, to generate coverage, raise brand awareness, manage reputation, and engage stakeholders.
How To Write Search Engine Optimization Press Releases
Ideal structure
Press releases typically follow a standardized format to effectively communicate news or announcements, and the suggested structure is:
Company Logo:
The press release always carries the company’s letterhead or logo at the top to establish brand identity and professionalism.
Release Date:
Next comes the release date, typically placed below the letterhead or logo, to indicate the timeliness of the news.
Headline:
The headline needs to be compelling and concise, that grabs attention and accurately summarizes the main message or news of the press release.
Subheadline:
This is optional, to provide additional context or expand the headline in a brief sentence or two.
Dateline:
The city and state or country where the press release is issued, followed by the release date forms the dateline.
Introduction:
An engaging lead paragraph will then expand the headline and provide crucial information in a clear and concise manner. It should answer the essential questions of who, what, when, where, why, and how.
Body Content:
The news or announcement is then elaborated in the subsequent paragraphs. Provide supporting information, details, quotes from relevant individuals, statistics, and other important facts. The paragraphs are to be arranged in descending order of importance, with the most critical information at the beginning.
Quotes:
Incorporate quotes from key individuals related to the news; this could be company executives, or industry experts, or stakeholders. Quotes need to be attributed to the appropriate individuals.
Additional Information:
If needed, include additional information, background details, or relevant context in separate paragraphs following the main body content. This can include historical information, industry insights, or related statistics.
Boilerplate:
A brief description of the company at the end of the press release comprises the boilerplate, which provides essential background information about the entity issuing the release, including mission, history, achievements, and relevant website links.
Contact Information:
Accurate and up-to-date contact information for inquiries or follow-up questions is essential. Ensure that correct name, phone number, email address, and website is provided.
Multimedia Assets:
Wherever necessary, include information about availability of accompanying multimedia assets, such as images, videos, or infographics with instructions on how to access or download them.
The structure outlined above ensures that key information is presented in a logical and reader-friendly manner, helping journalists and readers quickly grasp the news or announcement.
PR from a SEO perspective
With the purpose and structure in place, it is time to now understand the nitty gritty of a PR from the above perspective.
Several key elements are essential to consider when crafting a press release. These elements help optimize the press release for search engine visibility and enhance overall SEO value:
Compelling Headline:
A compelling and attention-grabbing headline that includes target keywords is necessary, and this should accurately summarize the main message of the press release. This should be achieved while enticing readers and search engines.
Meta Title and Description:
Optimize the meta title and meta description of the press release. These are the snippets that appear in search engine results pages. Include relevant keywords and compelling descriptions that entice users to click on the press release link.
Optimize Press Release Structure:
Ensure that your press release follows a clear and organized structure. Use descriptive subheadings and bullet points to make it more scannable for readers and search engines. Include relevant keywords in subheadings where appropriate.
Write Engaging and Informative Content:
Focus on creating high-quality content that provides valuable information to the target audience. Include relevant details, quotes, statistics, and links to credible sources. Well-written content that appeals to readers can also increase the chances of it being shared, further boosting SEO value.
Link to Relevant Internal Pages:
Incorporate links within press release to direct readers to relevant internal pages on the website. These internal links can help search engines understand the context and relevance of the content while encouraging users to explore more of your website.
Provide Contact Information:
Search engines consider contact information as a trust signal.
What is the framework followed by journalists when filing reports?
Journalists adopt the “Five Ws and One H framework” when filing reports. This should essentially be the same framework when an organization crafts a PR for SEO or otherwrise. The “Five Ws and One H” outlines six essential elements to consider when reporting a story:
Who:
Refers to the people or entities involved in the story. Journalists aim to identify and provide information about the individuals or groups central to the event or topic being covered.
What:
Focuses on the main subject or event being reported. Journalists seek to convey the specific details and actions that constitute the core of the story.
When:
Relates to the time frame or timeline of the story. Journalists strive to include the relevant dates, times, or durations associated with the events or developments being covered.
Where:
Identifies the location or setting of the story. Journalists provide information about the physical or geographic context in which the events occurred or are taking place.
Why:
Explores the reasons or motivations behind the events or actions described in the story. Journalists aim to uncover and explain the underlying factors or causes that contribute to the story’s significance.
How:
Addresses the methods, processes, or mechanisms involved in the story. Journalists seek to elucidate how events unfolded, how things were done, or how circumstances led to a particular outcome.