The days of faxing – or even emailing – press releases are long gone. Today, if you want to get the word out, you have to think digital. Here are some quick tips:
1. Google only uses the first 70 characters of your headline. This is true for all online content (blog posts, web pages, etc.). While “long-tail” headlines are great for SEO, be sure to “front-load” by using the keyword first, followed closely by the company name.
2. Don’t stress over sub-heads. Google skips over them anyway and previews the first 140 characters of your release.
3. Use keyword tools to find out which terms get the most searches. While Google has its own tool, there are other options as well, including the free Ubersuggest - which many consider a much easier-to-use tool.
4. Spell out website links. For example, denterlein.com rather than an embedded Denterlein, makes the links more credible and trusted by online readers.
5. Build in 2-3 links, max. This helps improve Google search rankings. However, too much of a good thing can result in Google penalties.
6. Don’t forget an image. Releases with images get three times as many clicks and opens.*
7. Cater to journalists’ top three social media platforms:*
- Twitter (used by 59 percent of journalists)
- Facebook (57 percent)
- LinkedIn (57 percent)
- Google+ trails at (25 percent)
- …and all others in single digits. (Meaning that you can ignore Pinterest, SnapChat, etc.)
By Charlotte Gross
* From Business Wire