80% of Press Release Headlines Too Long for Google, According to New Study

February 14, 2012

by Amy Yen, Marketing Specialist, Business Wire Dallas

Are you optimizing your press release headlines? For the second straight year, our friends at Schwartz MSL Research Group have put together a study on the SEO of press release headlines using data from Business Wire releases. As we’ve previously noted, Google only displays roughly 65 characters in their search results and therefore releases with headlines 70 characters or under are best optimized for SEO.

For this year’s study, Schwartz looked at the headlines of more than 16,000 Business Wire press releases from 2011. Of those, only 19.5% of all releases had headlines with 65 characters or fewer and just 23.7% were at 70 characters or fewer. This suggests that the great majority of press releases do not have headlines fully optimized for search.

The average headline length is 123 characters, which is the same as last year’s results. The study also looked at buzzword usage and completed a geographic headline face-off to determine which cities hosted the SEO-savviest press release headline writers. You can download the full report here.

Check out more press release optimization tips here. You can also read up on why your press releases might not make it into Google News.


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