Internet marketing is all about getting your internet business, and, by extension, your brand in front of as many people as possible and eventually, with enough exposure, into consumers’ subconscious.

One of the best ways of getting exposure for your brand is through the use of press releases, provided they are properly optimised and distributed through appropriate channels.

Optimisation of a press release consists of three distinct phases, which we’ll discuss here.

1. Search Engine Optimisation (SEO)

In order for your press release to be found through the search engines, it needs to be optimised for your business’s keywords. And placing keywords strategically in specific sections of your press release is what will produce the best results, so let’s look at the areas we need to target:

a) Title Optimisation

The title of your press release carries the most weight as far as the search engines are concerned, so placing your primary keyword as close to the beginning of the title as possible will help your release rank and be found.

But, your title should be written not only for search engines but also for human visitors, so it needs to be not only keyword-focused but also attractive and enticing enough to get searchers to click on it in the search engine results.

b) Summary Optimisation

The second most important area to optimise is your summary, where you can introduce one or two additional, secondary keywords. This is where you should expand on your release title, while incorporating your additional keyword phrases.

You should look on your title and summary as the press release equivalent of title and meta description tags, following the same rules for SEO.

c) Keyword Anchor Text Linking

When a press release is published, some distribution sites will push your release as a full page addition to other sites which provide valuable backlinks to your site. The anchor text linking back from such sites to yours should be optimised to use the relevant keywords.

2. Click Through Optimisation

The main objective of an optimised press release is to drive traffic to your web site. Here we’ll look at strategies you can use to position your business for substantial traffic from your release.

a) Use Multimedia

The addition of photos, videos, etc., will help draw readers further into your content, so incorporate as many such multimedia elements as possible.

b) Call To Action

A press release is a vehicle to get traffic to your web site, so you need to make it clear to readers what you want them to do and why. Some compelling reasons you can offer them for clicking through are a free report, more details on your product or service, or a subscription to your newsletter for more tips and information.

3. Must Pass Editorial Standards

Sites that publish press releases are news sites, so your release needs to follow the guidelines for a correctly formatted release.

Human editors check releases for editorial correctness, so follow these 3 points:

a) A Clearly Stated Company News Item

A press release is designed to deliver a news announcement from your company, such as a new product, upcoming company event, etc.

b) Must Be Written In Third Person

Other than a direct quote, a release should be written in the third person and should not refer to the reader as “you” or the company as “I” or “we”.

c) Claims Must Be Attributable

Any claim made in a press release must be directly attributable to a particular party and not as a generic claim.

A properly optimised press release is a great internet marketing tool that can rank in the search engines and work wonders for your internet business and your brand.

A UK internet marketing service can supply the expertise to help you with your press release campaign and maximise your internet marketing efforts.

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