Let’s say you’ve published a press release about what should be a very interesting topic in your business or industry. Anyone who knows anything should actually be interested in reading it. Yet they aren’t! Why not? There are thousands of press releases published every day.
Yours can easily get lost in the noise. Your target audience is out there looking for information like what’s contained in your press release right now, but they can’t find you. In order to solve this problem, we’re going to talk about how content like your press release actually gets found online and how to maximize your chances that yours will be found.
It All Starts with Google
I’m sure you’ve used Google! Who hasn’t?
When you “google” something, the search engine searches its computers and finds the relevant websites and serves those back up to you ranked in some sort of meaningful order. Google’s goal with their search engine is to make sure you find what you’re looking for, and that the order in which you see websites is by relevance. Of course, that takes a lot of computing on their part, and much like the mysterious formula for Coca-Cola, Google’s never revealed their exact algorithm. And, although no one outside of Google really knows how this all works, we do have some clues.
It Continues with Your Words
Think about the mechanics of searching for something. You go to Google, and you type in words. Those are called “keywords” in the lingo. So, you put in keywords and you hit Enter, and voila! your search results appear.
It might sound simplistic, but what triggered the search results were the words you typed into the search field. Different words, different results. This means that if we want people to find our press release, Google must be able to “see” a match between the text in the press release and the words that people use for searching for information.
The whole process of aligning the text on a webpage like a press release with what people are actually searching for is called Search Engine Optimization, or SEO for short. Although it’s a complex subject, we can go a long way towards getting more views to our press release by trying to intelligently include the words and word phrases that people are already using for their searches.
There’s certainly more to know about this subject, and in this article, I’ve only brushed the surface. You can start the process of optimizing your own press releases, however, by trying to figure out how people would search for the information contained in the release and including those phrases.
If you want to know how to create search engine optimized press releases that rank well in the search engines, and your readers enjoy too, then sign up for my free report: Press Release Marketing for Local Businesses. I’ll show you how to write search engine optimized press releases that get read.