For search engine optimization, most think first of keywords and the technical tricks to optimize a page. Hardly anyone thinks even a comparatively simple and unostentatious way to support your own search engine ranking: the press release.

A few years ago, a press release was exactly what the name says: a press release about a new company, a new product, a new service ... Today, however, a simple press release can be a powerful SEO tool. There may be a now almost overwhelming number of news archives, set in which each free press releases and so spread.

We have compiled the most important Dos and Don'ts for writing and publishing a press release (PR).

Write a snappy headline
The headline should summarize the whole story in one sentence (not longer than 100 characters) and contain the main keywords.
Keep it short
For press releases is often a length of 400 - 500 words is recommended. In our experience, the average reader is already lost after about 250 words (about four paragraphs) the interest. We recommend a length of 200 to 300 words, which is sufficient for most press releases. Instead of desperately reaching the 500 words to wish you prefer to use the time to optimize the PM.
Enter the correct structure of your PM
A press release has a typical structure: The title contains the main keywords and is at most 100 characters long. The next two or three sentences are the summary that outlines just what it is in the PM. The sets should each contain one or two keywords. The actual text of the PM should be 200-300 characters long and the questions "Who, what, when, where, why, how" and answer contain the most important keywords.

Subsequent to the actual text of the press release can and should your company present in a few sentences and put a link on your own site.

At the end of each press release is a contact person for all contact with the press. Should be your own name even one of your keywords, this is a good opportunity to use it.
Formatting, format, format,!
Deliberate use of bold, italics, headings and bulleted text is divided not only for the reader, but also supports the search engine optimization.
Use good link text
The time you save when you write a short press release, you can invest more profitably in the link text. Please make a selection from the key keywords and link from the PM on an appropriate page of your site.
Do not link to the homepage
Who is linking to a press release on its home page only serves no real mistakes, but he draws not just from all the possibilities of an SEO-compatible release. With a PM, you can finally point to deeper pages of their offer, which are otherwise considered rather sparse, with links.
Use pictures
With most news archives, where you can adjust press releases and disseminate so there is the ability to upload images to the PM. Then this is often your logo or image in the preview used in the PM, and we know that is clicked on more often deals with images, this is no different from press releases on eBay.

Do not write too crunchy Headline
Yes, we know that we object to us here at first glance. But note: The title of your press release should be descriptive and contain important keywords. This is important because the title appears often on search results pages as the title tag. It should be clear to the user at a glance that your message is relevant to them. Sacrificing the benefits of the headline is not an overly elaborate or compulsively funny headline.
Do not pull the thing in the length
Most issues can be represented in more than 300 words. Who's PM moves in an unnatural way in the length tends to bolster them with empty words, with specialist Chinese or simply unnecessary filler words. The human reader neither impressed nor search engines. So save yourself the trouble.
Avoid keyword stuffing
It's hard to say what a good keyword density for a press release. We think it definitely makes more sense to consider the long-tail keywords in the PM than ever to use only the more general keywords. Try to incorporate at least three to four keywords in the PM, and ideally to also link.
Avoid rich multimedia content
This sounds rather contradictory, but on closer consideration it becomes clear: you should not be verbal learning whole powder with the press release. Although many press portals offer the possibility for the PM not only images but also upload videos and so on. But why the reader should then come to your side at all? Why should an editor link on your site, if he is left simply to PM, which provides all available information at a glance? Put in your PM rather a link to your website, where readers look at for example a video or download a document.
Do not use promotional language
If a PM as one long advertising slogan appears, it is considered by most journalists do not press and by many portals do not accept. It then uses neither the fame nor the link building.

But what is "promotional" or promotional language and how to avoid them? Our rule of thumb: Never address the reader directly. So you never write "You will not want to hire another cleaning" and you prefer to formulate neutral: "Michael Schmidt, owner of the cleaning Schmidt, is certain: The customer will not want to hire another cleaning."
Forget about the reader not
For all the love for search engine optimization - remember that real people read your PM and maybe even want to use. Do not forget that a press release should be informative for consumers and journalists - not just for search engines.