• Search Engine Watch , Wednesday, July 30, 2008 3:15 PM

Press releases and SEO go hand in hand. And as Mark Jackson notes, there are three simple steps to optimizing press releases for maximum search visibility. First, create the release with SEO in mind. That means trying to include a relevant keyword or keyphrase in the headline as well as in the body copy. Makes sense, given that the company name or product is likely the focus of the release, but also try to include said keywords in the anchor text of links within the release.

There are many release distribution sources, including Business Wire, PR Newswire, PR Web and PR Leap, each with varying costs and distribution packages. All of the companies offer some form of syndication across the big two search engines, with some offering AP and other news bureaus, as well as advanced SEO options.

Lastly, companies shouldn't forget to publish release on their own Web site. "The search engines love sites that add keyword-rich pages on a regular basis," Jackson says. "The more pages, the better. And, if you can organize your press releases by category (similar to how you might organize blog posts), all the better."

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