The RESULTS- DrivenPress Release Formula The 5 essential elements for writing press releases that drive resultsFirst things *irst – let’s de*ine “results.” Most people are leaving opportunities on the table when writing press and submitting releases because they don’t realize just what kind of results are possible. You’re not going to be one of them. The modern day press release can produce 5 different critical results:1. Presence in Google News and/or Google organic search results for speci*ic keyword phrases2. Generate keyword rich, do-‐follow, anchor text backlinks to your website (this is a big factor in what determines where your website ranks in the search engines)3. Get on the radar of speci*ic key individuals or companies through Google Alerts4. Drive up the positive online presence and credibility of your company (reputation management and brand development)5. Evoke ACTION from your target audienceSome people think that they can publish a press release and that magically the media will *ind it, “get it,” just happen to be writing a story about what they are
announcing at the exact time, and that they will print a story about them and become popular, famous, and rich. “If you want This is NOT how a press release works. And that’s a good thing. your press release to Because if it worked like that, the odds of a press release “getting appear in the results” would be as hit and miss as winning in Vegas. Getting results with a press release is not based on “luck.” There are very speci*ic search results things that you can do to achieve results. for a specifickeyword, your But 7irst you have to know what results you’re shooting for. press release Because so many people have the impression that a press release needs to have will somehow make them popular, famous, and rich with the push of this keywords a button, I’m going to take just a minute to quickly delve into the in it, reasons why the above goals really matter in our modern, internet-‐ preferably in connected, always-‐on, information age. the title.” Result Factor #1: Presence In Google News And/Or Google Organic Search Results For Speci7ic Keyword Phrases What this means: When people type in a search term, they *ind your press release. Why this matters: I’m guessing you found this information you’re reading right now through a search engine. I’m guessing that you use search engines to *ind all kinds of things, from locating a local optometrist for your family, to *inding a trade show display for your business, to *inding information for your son’s 4th grade school report. I personally don’t know anyone who doesn’t use a search engine to *ind information and solutions. And by “anyone” I mean people young and old looking for products and services and journalists and bloggers looking for information to develop a story. The way people *ind things on the Internet is by typing in a KEYWORD or KEYWORD PHRASE that they think will bring up the solution they want. Bear-Bones Logic Breakdown: • People (potential customers, journalists, etc) type in keyword phrases to *ind what they’re looking for
• The results that appear in the search engines have these “You must, keywords in them, usually in the title tag must, must know which • If you want your press release to have a chance at ranking in one of these spots, your press release needs to have these keywords the keywords in it, preferably in the title. target audience of Step-By-Step: How To Achieve This Result your press 1. First, you must, must, must know which keywords the target release is audience of your press release is searching for. There is just searching for FAR too much information out there to think that your PR will and then be found randomly. Even if you send it through “newswire” optimize your distribution, the press releases are still delivered to a computer database that is searchable.press release for these 2. “Optimize” your press release strategically for this term by keywords” using the keyword: a. In the title of the press release – preferably at or very near the beginning of the title. The title of the press release often becomes the TITLE TAG of the page, which is an important factor to search engines when determining ranking b. In the summary of the press release. The summary of the press release often becomes the META DESCRIPTION of the page, which is an important factor to search engines when determining ranking c. In the 7irst paragraph of the press release d. Once or twice in the body of the press release e. In image captions below any images that you’ve included your press release. Result Factor #2: Generate Keyword Rich, Do-Follow, Anchor Text Backlinks To Your Website What this means: Building links TO your site FROM other sites Why this matters: I’m going to break this down in VERY simplistic terms. If search engine optimization were this easy, then everyone would be ranking in the top 10 positions for their keywords, and that’s not statistically
possible. However, understanding this fundamental principal of SEO, “Links to your if even simplistically, will help you tremendously in your efforts to site from improve your site’s search engine ranking. quality sites First, some terminology:“tell” a search • Backlink: A link existing on a site other than yours pointing to engine that your site, also called an ‘inbound link.’ your site hassome valuable • Anchor Text: This is the WORD or WORDS that your link is “anchored” in. For example this is an anchor text link and this information -- is a URL link: http://www.onlineprmedia.com. and this helps determine • Keyword: A word or phrase that, when people type it into a your search search engine, you want your website to appear. engine Search engines do not have elves behind desks that determine where visibility” to categorize each and every webpage on the Internet. Instead, they have devised a complex set of ‘algorithms’ (around 200 or so) that analyze various factors of each page – these factors help determine where the page will be positioned when people type in various keywords. One heavy hitting factor is the number of links pointing to the site from other sites. Lots of links from lots of quality sites implies that the site on the other end of that link (your site) has some valuable information. And better than just a LINK is to give the search engines some information about what type of content is on the other end of that link. When a link is EMBEDDED within a keyword, this gives the search engines a darn good clue about what is on the other end of that link. Case in point: Which link gives YOU a better idea about the type content you’ll @ind on the other end of this link: Example #1 http://www.polyvore.com/pairs_slant_black_blue_feathers/thing? id=7446018 Example #2 False feathered eyelashes
Bare-Bones Logic Breakdown: “You might be surprised at • Search engines need to provide their customers (people who how many search for things) with content that is RELEVANT to their search term and USEFUL. people want their site or • There are billions of web pages full of content on the World their press Wide Web.release to rank • Search engines don’t hire human beings to pass value for a certain judgment on every single webpage out there – and even if a keyword single person did judge every page, that wouldn’t be objective term... but that judgment. term never • They need some real and automated way to determine actually whether or not a page of content is RELEVANT and USEFUL to appears on other people. their page.” • One of the primary ways that a search engine “decides” if a page is VALUABLE is if there are links pointing TO the site FROM other sites. This is viewed kind of like a “vote” for the site because some other person (webmaster, publisher, blogger,) has made a human judgment and decided the site was worthy of linking to. • One of the primary ways that a search engine “decides” whether or not a page is RELEVANT to the search term is by assessing if that search term is a dominant term that exists in critical parts of the page (this is explained in Results Factor #1) AND if there are LINKS POINTING TO THE PAGE EMBEDDED WITHIN THAT RELEVANT TERM. Step-By-Step: How To Achieve This Result 1. Make a list of the keywords that each page of your website is optimized for with the link to that page next to it. This will be something you’ll want to keep around for ALL of your content marketing link building efforts. 2. Choose 3 of these keywords to use within the body of your press release. 3. Apply the anchor text link within the editor of the press release distribution site that you’re using (every press release distribution site has a different process for embedding links).
Below is an image showing how to do this in an “If there is a OnlinePRMedia.com press release: specific person or company inmind that youwant to notice your press release, you can have a link to your press release deliveredSTRAIGHT TOTHEIR INBOX by choosing your words Result Factor #3: correctly...” Get On The Radar Of Speci7ic Key Individuals Or Companies Through Google Alerts What this means: Have a link to your press release delivered directly into the inbox of someone who is monitoring Google Alerts. Google Alerts is like the modern day “clipping service,” or media monitoring service – only in nearly REAL TIME. You can create a Google Alert for a keyword phrase (such as your company name, your name, competitor’s names, buzz words, etc), and Google will send an email with a link to the content with the keyword mention. When setting up Google Alerts, you can choose to be emailed as soon as the content is discovered, once a day, or once a week. People and businesses rely on Google Alerts and similar services to monitor what is being said about their brand, and sometimes about their competitors, and hot topics in their niche. Not every person or every company uses Google Alerts, however many savvy professionals and businesses do. Therefore, if you know WHO you want to get in front of (a big in*luencer in your industry, a company that you want to form a
strategic relationship with, etc), you can have a link to your press “Many release delivered STRAIGHT TO THEIR INBOX if you choose your companies words correctly and if they are using Google Alerts or some other and tool to track mentions. Most are monitoring their name or brand name, so to increase your odds, choose an in*luencer’s name or a influencers company name. have given tools like When the alert is delivered, the recipient receives an email with: • The title of the page on which the mention appears (i.e., the Google Alerts title of the press release). expresspermission to • A small snippet of the text AROUND the keyword they are email them tracking with the keyword highlighted in bold.when content • A link to read the full content. with a keyword of interest is published” Bare-Bones Logic Breakdown: • Many companies and in*luencers have given tools like Google Alerts express permission to email them when content with a keyword of interest is published • You want to get you content in front of these in*luencers • If you include a keyword phrase in a press release that someone has a Google Alert set up for, then a link to your press release will be delivered right into their inbox. Step-By-Step: How To Achieve This Result • Decide which person or company you would like to catch wind of your press release. • Include this name in the body of your press release – ideally within a catchy sentence.
• Ensure that the title of your press release has relevance to the “When a person for which you are hoping to capture their attention.potential clientis considering Result Factor #4: working with Drive Up The Positive Online Presence And you, many will Credibility of Your Company do their due What this means: diligence to When people search for your company or your name, they *ind lots get a feel for of positive information about you yourreputation and Most of the time, new potential customers searching for solutions aren’t going to be searching FOR your company name – because they credibility by don’t know who you are yet. However, once they’ve found you and Googleing are considering working with you, many will do their due diligence your company to get a feel for your reputation and credibility. name... what • If they *ind nothing other than your website, this implies that will they that you’re not all that established. find?” • If they *ind negative things, this plants a seed of doubt. • If they *ind lots of neutral things (such as business listings) this implies that you’re established and that you aren’t engaged in any foul play, but that you’re not really doing anything above and beyond either. • If they *ind a lot of positive and exciting things, this implies that you’re a solid company, a thought leader, and a dominant force in your industry. You can’t control what people write about you – but that doesn’t mean that you’re online reputation is completely out of your control. You have the ability to publish content about your company that people can *ind when they search for your company name. Press releases are one of the best ways to do this, because press releases are one of the ONLY types of authority site content that allows you to speci7ically talk about yourself throughout the content. That’s the nature of the press release. Therefore, its very easy to optimize a press release for your company name because it is absolutely appropriate, if not common, to include your company name in the title of the press release (and we’ve already talked about
how the title is one the most in@luential parts of the page in terms of “You can’t search engine ranking). control what people write Imagine a potential client is doing their due diligence on your company and on one of your competitors. When they type your about you – company name into the search engine, they *ind your website and a but that few directory listings. When they type your competitor’s name in, doesn’t mean they *ind their website, a bunch of press releases announcing that you’re exciting things happening within the company, some blog posts that mention the company, a how-‐to type slideshow, and a YouTube online video. Which company do you think that potential customer will feel is reputation is the dominant leader in your niche?completely out of your Bare-Bones Logic Breakdown: control” • Many potential customers will search your company name to decide whether they want to do business with you. • If they *ind lots of positive results that prove you are a leading force in your niche, they feel more con*ident about working with you. • If they *ind little, nothing, or negative sentiment, they doubt your ability to deliver. • Publishing press releases is a fast, cost effective, powerful way to quickly build up the positive sentiment about your company and to prove that you’re a thought leader in your industry. Step-By-Step: How To Achieve This Result • Include your company name in the title of your press release, preferably at the beginning of the title • Include your company name in the summary of your press release • Include your company name in the body of your press release and then create anchor text links IN your company name that point TO other pro*ile sites, review sites, press releases or other pieces of positive content (we covered the logic of anchor text backlinks earlier – the same logic applies here).
“Creating a Result Factor #5: powerful Evoke ACTION from Your Target press release Audience that compels What this means:people to take Create a press release in such a way that when you target audience action is (customer, potential joint venture partner, reporter, in*luential MORE than blogger) *inds it, they are compelled to take action. just a great Creating a powerful press release that compels people to take action headline and is MORE than just a great headline and great content. A great great content” headline gets them there. Great content keeps them reading. But what you really want them to do is TAKE ACTION. That “action” is up to you. Of course the end goal ACTION is that you want them to “buy,” but be frank with yourself. Many people are not ready to BUY right this second – and if that’s the only action you’re trying to get people to take, then you could be severely missing out on opportunities to build relationships with customers through mailing lists or to be a quotable source for the media or bloggers. Some types of actions you might want people to take immediately after reading your press release are: • Download a free e-‐book/whitepaper/special report from your site in order to build your mailing list • Check out a new product • Watch a video • Subscribe to your Facebook page/Twitter feed/blog • Call a number for additional recorded information • Have them visit your online pressroom where you showcase your credentials as a valuable, quotable, source. • Take a survey • Enter a contest HOW you accomplish this is very much dependent on WHERE you submit your press release. If the press release is just a big blob of black and white text with no intuitive ways for people to take action, then chances are people won’t even read it let alone take action. However, if you’re submitting to a site like www.onlineprnews.com with lots of multimedia capabilities, it is in your best interest to use these for the purpose of increasing conversions.
Bare-Bones Logic Breakdown: “If you wantpeople to take • You spend time and money writing and submitting a press a specific release because it’s part of your marketing efforts. ACTION after • Every piece of marketing content MUST include a call to action reading your or encourage the target audience to take action in some way…. press release, Because that’s the point. you must Step-By-Step: How To Achieve This Result make it veryeasy for them • DECIDE what action you want people to take after they read to do so” your press release (CRITICAL) • Ensure that people are able to take this action (for example, if you want them to download an e-‐book, is the e-‐book available on some webpage with a contact form?) • USE THE EXACT page where the reader can take action in the iFrame that exists below the press release. (If you’re announcing a new product, link to the product page where they can TAKE ACTION and buy it) • Embed a video or slideshow in the press release that further drives home the bene*its of taking the desired action (for example, if you want them to download a special report, create a video or slideshow that talks about the meaty content in the special report and exactly how having this information will bene*it the reader). • Include high quality interesting photos in your press that GRAB attention. Like it or not, humans are visual creatures and gravitate toward things that are attractive. If the PR is a big uninteresting blog of text, you likely won’t get a chance to entice them to take action because they’ve already left. • Clearly state in the press release exactly what action you want readers to take who want more information or who want to participate in the offer you are announcing. You’re Ready To Rock! By making use of these 5 essential elements of a results-‐driven press release, you’ll be light years ahead of 99.7% of every company and competitor out there.
“Congrats for For one thing, many businesses don’t even think they have a reason to learning how write a press release – but that’s ridiculous! No doubt you’re doing to set yourself many interesting things in your business that are press release worthy, and if you don’t tell the world about them, did it really apart from the happen? If a tree falls in the woods, and no one hears it… did it make crowd when it a noise? Press releases allow you to make noise about all the comes in interesting things you’re doing in your business – because people press release like interesting people and businesses. And you know that or you wouldn’t be reading this right now. marketing! Now it’s time Among those that are writing a press release, the majority are not to take making use of these 5 essential elements – and that gives you a action!” major advantage. Congratulations for learning how to set yourself apart from the crowd when it comes in press release marketing! Now it’s time to take action and submit a press release! Wishing you the very best in all of your ventures! Christine, Tara, and the Online PR Media Editorial Team Additional Resources: 10 Powerful Press Release News Angles - Great if youʼre short on ideas! 3 Ways to Get Massive Coverage & Link Value From Your Press Releases Learn more about Authority Sites and how to leverage them for ranking Big list of sites to post a business or personal proﬁle to improve search visibility The Busy Personʼs Content Marketing Plan -- Get lots of visibility with little time Your competitors will be bafﬂed by why YOU seem to be mentioned everywhere they look... Download this free ebook now to learn exactly how to avoid amateur mistakes and create killer PRs