An essential aspect of press distribution is a blend of social interaction and proper optimisation which helps in increasing the chances of your news appearing high in search results. Widely recognized as SEO, or Search Engine Optimisation, the principles of optimising press releases are continually changing as mobile behaviour, social media and search engine algorithms continue to evolve.In this article, we will be showing you tips to optimise your press releases in a way that will not only engage and inform the reader but also enables you to share valuable information with your target audience.
Learn about “Real Time” User Behaviour
Before going on to write a press release, it would be a very good idea to research and learn about what will interest your target audience about your news. With this, you will be able to come up with compelling press releases that will be able to drive social shares and gain influential coverage.
Make use of the Algorithms
Search engine algorithms are vital to an effective digital press release. Algorithms make use of mathematical equations to determine the relevance of your story in relation to a particular search. The goal of the algorithm is to be able to match the right content with the specific requirement of the individual performing the search.
Improve the format
Improving the format of your press releases is also a good optimisation method. Make use of text formatting such as bold, bullet points, italics, short headlines and subheadings, and so on. These will enable your audience to easily read the page. At the same time, it helps to enhance SEO.
Headlines ought to be clear, brief and approximately 70 characters long. The first important performance indicator for a press release is to encourage your target audience to click the headline, read the content, engage and share the news.
Even though this may only be one of the factors which determine the visibility of your press releases, headlines and subheadings are often the deciding factor if a reader is going to click through to your story or not. Make use of the headline and subheadings to strengthen the relevance and theme of your story. This will improve the interest of your viewers, as well as the open rates.
Including multimedia such as pictures, videos, etc. is also a great way to not only optimise but liven up your press releases. You can insert your company logo for branding. You can also include graphics, charts, and video links. Rather than describing the news you are passing on in words, demonstrating your content with graphs, pictures, sound & motion, is a wonderful idea.
By following all the tips mentioned above, you will be improving the chances of your press releases ranking higher in Google, but also the chances of it being picked up by a relevant news publication.
The next step after is to make sure you track and monitor your press coverage to be able to gain valuable insights and transform this into actionable steps to enhance your brand. Auxipress can help you with this, simply contact our customer service for more information on how to create value from your press coverage.