A well-written press release that is leveraged properly can improve a B2B's search engine optimization, lead to more website visits and boost the company's credibility. According to Search Engine Land, following several steps when issuing a press release may break the process down and ensure greater marketing success.
Before beginning, a marketer should first have relevant news to put into the press release. Leveraging a current trend by finding a unique way to tie it into the document may help improve SEO positioning and overall journalistic interest. Having something newsworthy to say is vital to generating leads. The higher quality the information is, the more likely it is to gain SEO ranking.
According to Inc., a business should come up with core messages and targeted keywords to put into the press release prior to starting.
In addition, Search Engine Land advises against using too much anchor text. Though a few key links are beneficial, many may get look like spam and get penalized by Google. In addition, links are sometimes lost when reader copy and paste the text.
Finally, as social media is the perfect tool for SEO and public relations efforts, a marketer may want to use social networking sites to promote the brand and to track how many people are mentioning the business.