SEO, or Search Engine Optimization, is the process of writing a press release so it can rank high in search engine results pages. Studies show that most web surfers never look past the first three pages of Google results, so if your site isn’t “ranked,” you’re invisible–at least as far as the Internet is concerned.

SEO press releases typically link back to pages on your website. And these good-quality “backlinks” can help those individual pages rank higher in search results.

Most on-page SEO is based on keywords–the words or phrases you type into the search box on Bing, Google and Yahoo. There are some technical aspects as well, but for now, we’re only going to talk about how to write SEO press releases.

How To Write SEO Press Releases: Five Tips

1. Choose the right keywords using a keyword search tool, such as Google’s AdWords Tool.

2. Incorporate those keywords into your SEO press release writing at a density of 1% to 2% in the body copy.

3. Use your keywords in the first few positions of the title of your press release, without any words between the keywords. For example, if your keywords are “How to Buy a Yorkshire Puppy,” that exact phrase should be the first part of your title. The phrase “Tips For Buying Yorkie Pups” means the same to us humans, but search engines don’t see it that way.

4. Use your exact keywords in subheadings, image captions, and links, if possible.

5. When linking to other online content, be sure your anchor text contains your keywords and links to a relevant page of your website–in this case, “SEO Press Release Services.” And be sure that each link includes the “title” attribute (the text that appears when you “mouse over” the link) and that you’ve used keywords when writing the title copy.

These techniques should boost the on-page SEO of the press release itself–sometimes making it rank even higher in search engine results than your own website. But since the SEO press release points back to your own site, it should also help generate traffic from readers.


Public Relations consultant Kathleen Hanover has been attracting media coverage with high-impact press releases and public relations campaigns for nearly 27 years. Her public relations work has earned coverage in local, regional, national and international newspapers, magazines, on television, radio, and online, including placements in top-tier publications including Popular Science, The New York Times, The Wall Street Journal, Los Angeles Times, and Washington Times, Associated Press, and many, many more.

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