Promote U Guru Blog

How to Optimize Your Press Release for Major Traffic

December 15th, 2012

Hi All,

There’s one key marketing and branding tool that most client who come to me have never used in their mix: Press Releases. These are critical to get mass awareness for you, your company, your products, your events and your services. Plus, if you write them yourself, the only cost is to deploy it through a service, like And the coverage you get after that is FREE publicity for you!

But, aside from writing a well-crafted Press Release that has newsworthy information to share, you’ll want to optimize it so that the Media and potential clients, on an on-going basis, through online search, can find it.

Inc. recently posted a great article with easy tips to do this, entitled: “The Perfectly Optimized Press Release” written by Aaron Aders, Co-founder and Chief Strategy Officer of Slingshot SEO.

In the article, he provided six strategies to optimize your next Press Release. Here are three of them but click on the article link to read the final three. You don’t want to miss all of them!

1. Use direct links with natural anchor text.

Be sure that your chosen online wire service does not redirect links within your press releases to another server before sending them to your website. Wire services typically do this to track the visitor through a cookie that is tracked during the redirect. This is good for the wire service, but bad for you. Just hover over a link in your press release and make sure the URL points to the desired page on your website to confirm a direct link. Also, in anchor text, it’s a bad practice to force keywords where they may sound a bit unnatural to the content of the article. Use keywords and phrases that are relevant to the article only.

2. Don’t use too many links.

Follow these simple guidelines when using links inside your press release. Use no more than one link if your press release is less than 250 words; two links for up to 400 words; three links for up to 750 words; and five links for up to 1,000 words. It’s good practice to keep your online press releases under 1,000 words. Using too many links can make a press release appear ‘spammy.’

3. Take advantage of multimedia attachments.

Press releases with multimedia typically have higher click-through rates. So, if your wire service allows multimedia attachments such as videos or pdf files then be sure to take advantage of this extended functionality. Here’s a little known trick: don’t forget to optimize the file names and titles of your multimedia attachments to your press release. This will boost the press release’s SEO power. Again, use keywords and phrases that are relevant to the press release only.


Cheers & Happy Marketing!



2 Responses to “How to Optimize Your Press Release for Major Traffic”

  1. Patti Graham says:

    Great article. Thanks! A few examples would be most helpful.


  2. Pretty nice post. I just stumbled upon your weblog and wished to mention that I’ve really loved browsing your blog posts. After all I will be subscribing for your feed and I’m
    hoping you write once more soon!

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