The 50-40-10 Rule of Optimizing Press Releases
Have you ever wondered how much energy you should put towards optimizing your press releases? If so, please consider adopting my 50-40-10 optimization technique for your next press release (it’s great for blog posts too, by the way!).
So what does 50-40-10 mean? 50-40-10 is a technique for allocating your time and energies efficiently when optimizing releases. Take a look at the graphic below for a visual breakdown.
Here’s how it works:
Spend about 50% of your time optimizing your headline. These days, we are inundated with information and being compelling from the outset is often crucial to getting your message heard by an audience of journalists, bloggers and newsreaders that have no shortage of articles to read at any time. Your headline is also the most important element in your release from an SEO perspective as it serves double duty as your Title tag and headline in search results.
Dig deep to craft a headline that incorporates important keywords while also conveying your key points and hopefully even grabs the reader’s attention from the start. Here are a few recent release headlines I love that also performed quite well:
LinkedIn Says Most Overused Buzzwords Are “Extensive Experience, Innovative and Motivated”
NBA Bans Basketball Shoes by Athletic Propulsion Labs Based on League Rule against “Undue Competitive Advantage” That Increases a Player’s Vertical Leap
With your headline written, now spend the next 40% of your time optimizing the body of your release. While ensuring that your release continues to deliver on the promise of the headline, repeat your most important keywords or related words multiple times. Also be sure to link to key webpages using relevant anchor text closely matched to the content of the destination page. Use your body optimization time to find the balance of readability and optimization.
Finally, use your last 10% to optimize your multimedia elements. I recommend allocating a significantly smaller amount of time for this because there are no headlines, links or body copy to deal with here. Simply write unique and compelling descriptions of each attached photo or video multimedia element. Incorporate relevant keywords into each description, give each element a unique file name and you are done.
Give this technique a try next time you optimize your press release and let us know how it goes.