A Press Release By Any Other Name Might Be . . . An Optimized Press Release
Keywords: Houston copywriter, Houston public relations, Houston ghost writer
A new development in the world of marketing and public relations is the advent of the optimized press release. An optimized press release can make its way to the top of Google and Yahoo! News in less than 24 hours for relevant keywords. Other optimized press releases stay perched on the first page of Google for six months or longer.
For those of us who’ve made a living distributing these informative little documents, the question is: Can there be anything new in the world about the venerable press release? Yes, thanks to Internet technology.
Exactly what is an optimized press release?
Optimized press releases are a relatively little-known development in the world of search engine exposure. Optimized press releases differ from regular press releases because they are written with selectively researched keywords embedded within the copy. The keywords target a specific audience and attract search engine spiders. The use of keywords drives traffic to a company’s website and attracts potential clients and customers.
For another perspective, think of a skillfully written resume that teases the hiring authority into calling you for an interview. Likewise, the optimized press release teases the reader into clicking through to a company’s website - a website the reader would never have located or known anything about without first being led there by the optimized press release.
Garden variety press releases are not keyword-embedded and are written for journalists’ eyes only.
A press release that can reach the target audience without the filter of an editor or reporter? Who knew?
The news search engines are now major players in the dissemination of news. According to statistics captured over the course of one month in mid-2004, over 27 million Americans searched Google and Yahoo! News for information. Two years later, chances are this number has grown tremendously. Combined, Google and Yahoo news engines outpace CNN, The New York Times and Washington Post online news sources.
Another thing about optimized press releases - they live on Google for 30 days and on Yahoo News for up to two weeks, which is news in itself. How long does a press release live in a newspaper reporter’s in-box? Not 30 days, probably not 30 minutes.
Some people say optimized press releases are a combination of art and science. The “science” is knowing how to research keywords and where to embed them. The “art” is the ability to write professionally and persuasively so the reader doesn’t detect the adroit use of keywords placed in the copy.
The ideal result for an optimized press release is an increase in traffic to a company’s website traffic that converts to sales leads and brand recognition.
Can every company benefit from optimized press releases? No. Optimized press releases do not perform miracles. If a company website is unattractive and poorly navigable; if its content is confusing and misleading; if the products and services it sells are overpriced and of low quality, and if the customer service is just plain bad - no amount of well-executed, skillfully-written and properly optimized press releases can do anything to boost revenues.
Optimized press releases are only one part of the marketing mix. However, if other elements of sound business practice are in place, an optimized press release can spread a company’s message a large body of buyers in a way few people dreamed possible before.
Sharon Dotson is a specialist in writing and editing optimized press releases. Visit www.bayoucitypr.com and companion website at www.firstpagepressrelease.com.
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