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Capitalize on SEO Opportunities

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About this lesson

Press releases are not a typical SEO tool. However, if you optimize SEO strategically, press releases can contribute to your marketing strategy.

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Capitalize on SEO Opportunities.docx
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Quick reference

Capitalize on SEO Opportunities

Press releases are not a typical SEO tool. However, if you optimize SEO strategically, press releases can contribute to your marketing strategy.

When to use

When incorporating keywords into your press release.

Instructions

  1. Keyword selection & incorporation: use keyword research tools to identify keywords that will help you get your press release noticed. Strategically incorporate only keywords that make sense in the context of your press release in the heading and body of the press release.
  2. Linking & SEO: do not overdo linking as a press release can have maximum two anchor links before being penalized by Google. Incorporate one link in your main keyword. Disguise your links in the keywords or text of your press release instead of using expressions such as click here, read more, for more information,
  3. Tags & SEO: use tags when you post your press release on your website or elsewhere to help journalists locate your latest news.
  4. Photos & Media Footage: include keywords in the title of photos and media footage to further help your SEO strategy and get your press release noticed.
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  • 00:05 There's indeed a fine line to walk if we want to capitalize on SEO opportunities.
  • 00:09 You should never write a press release for
  • 00:11 SEO because the purpose of the release should be to meet
  • 00:15 your readers' needs to arouse their interest in your product's new company.
  • 00:19 So even though press releases are not your typical SEO tool,
  • 00:24 at least you can still optimize the SEO efforts strategically.
  • 00:28 And they can benefit your marketing ploy indirectly.
  • 00:32 So let's look at how we can do this.
  • 00:34 It starts really with keyword selection and incorporation.
  • 00:40 If you use keyword research tools to help you identify keywords that
  • 00:45 will help you get the press release noticed, and
  • 00:48 used by other bloggers in social media then it's even better.
  • 00:52 If you strategically incorporate keywords in your heading and
  • 00:56 in the body of the release, that can certainly then assist with SEO.
  • 01:01 To ensure that your keywords that you selected make sense in the context
  • 01:07 of your press release, really they must have been carefully incorporated.
  • 01:12 So there's no point in turning a press release into a SEO frenzy,
  • 01:16 stuffed full of keywords that doesn't make sense to anybody.
  • 01:20 Now, linking an SEOs pretty important.
  • 01:23 When you include some anchor text in your release be careful not to overdo it.
  • 01:29 At the most you'll preferably should have two links.
  • 01:33 People do argue that they see penalties from Google if they include
  • 01:38 more than two links and it's certainly something that might happen.
  • 01:41 You want to embed one link with your main keyword
  • 01:45 because this will give that link more importance.
  • 01:48 But be smart when you use links,
  • 01:50 don't paste them into your release that contains word such as click here or
  • 01:55 read more because this will really make the release look a little bit spammy.
  • 01:59 So rather, If you can disguise one or two of the links into the keywords,
  • 02:05 or the text, that you have in your phrases, that would be better.
  • 02:10 Now, if you look at tags and SEO you can use tags to help with SEO.
  • 02:14 For example, when you post your press release on your website,
  • 02:18 on your own website those tags can appear.
  • 02:21 And ideally, your website should have a dedicated section for
  • 02:24 press releases that will align to the text because this well help a SEO and
  • 02:30 journalists to locate your latest releases.
  • 02:33 Now there's also a way in which we can use photos and
  • 02:37 media footage to benefit us because don't forget that we should add photos and
  • 02:42 add media footage to the release.
  • 02:45 And then in the file names,
  • 02:47 we're going to include the keywords that will help us with SEO.
  • 02:52 So images, videos and podcasts, they're just a small element of the press release,
  • 02:56 but it is quite important because people could do a Google or Bing image search.
  • 03:02 You should really think of them as your friends in SEO.
  • 03:05 They will save journalists a lot of time to do followup requests.
  • 03:10 For example, people would rather listen to a podcast than to read text as well.
  • 03:15 So please note that when you email your press release straight to journalists and
  • 03:20 editors, you want to attach the media and
  • 03:23 the footage separately instead of including them in the body of the release.
  • 03:28 Of course keep them all in the same email but have it as separate attachments.

Lesson notes are only available for subscribers.

Write Like a Pro – Formatting Tips
02m:46s
Timing Press Releases Strategically
05m:17s
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