by Monika Maeckle, Vice President New Media
When it comes to optimizing press releases for search engines, most PR Peeps do it to drive traffic to their websites, the October PR Peeps Poll found. Of 240 polled, 103–that is, 43%–cited driving traffic as their primary goal in applying search engine optimization (SEO) techniques to their press releases.
Standard SEO techniques for press releases include working keywords into the headline and lead, providing deep links to your web site, adding multimedia such as logos, photos, or video, and keeping the headline under 70 characters so it is most likely to be indexed by Google news.
The poll results are not surprising given that the objective of most press releases is to tell the story of the issuer. One of the best ways to do that is to lure people to your website so they can hear your organization’s story in your organization’s words–full text, unedited, unfiltered by journalists, bloggers or others.
The second most common reason cited for optimizing press release for search engines was to “influence Google search engine results” with 69 votes, or 29%. Shortly behind was “manage reputation” with 36 votes, or 15%, followed by 25 respondents who don’t optimize their press releases for search engines (10%) and 7 respondents pegging “generate link clicks” as their main objective in applying SEO tactics to press releases.
The poll was conducted throughout the month of October through Twitter, Facebook, email and Business Wire’s webinars. Details below:
What is your primary objective in optimizing your press release for search engines?
103, or 43%–Drive traffic to our website
69, or 29%–Influence Google search engine results
36, or 15%–Manage our brand and reputation
25, or 10%–I don’t optimize my press releases for search engines
7, or 3% — Generate link clicks
To those who participated, thanks for taking the PR Peeps Poll. How about helping us with the next one? The November poll launches today. What is your company’s preferred form of social media outreach?
Thanks for the help.
240 respondents via Twitter, email and Business Wire webinar polls. Poll conducted October 1 – 31, 2010.