The 50-40-10 Rule of Optimizing Press Releases

January 28, 2011

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.


Don’t Ask the Barber if You Need A Haircut and other Press Release Wisdom from Warren Buffett

May 26, 2009

Last week, HubSpot’s provocatively titled webinar “How to Be Smarter than your PR Agency” took a stab at analyzing the effectiveness of press releases.   We applaud their efforts and will chime in here with some footnotes based on 48 years in the press release biz.photo from Times Picayune

But first, thanks to HubSpot for tackling this topic.  We’re delighted to see an inbound marketing software firm like HubSpot acknowledge how well press releases can perform in linkbuilding and organic search. 

Among HubSpot’s findings:

  • “Traditional” press releases are “syndicated” 20% more frequently than “social media press releases”  — meaning they are republished in full on major portals like Google and Yahoo! and authority websites.
  • “Traditional” press releases drive 14% more traffic to your website than “social media releases.” 

We’ve known this for years–but as every PR pro is aware, third-party endorsements breed credibility.  Thanks again, HubSpot!

Wire services “push” content

Presenters Rebecca Corliss and Michael Volpe explained that services like Business Wire have media relations teams that work directly with portals, to whom we “push” content based on need.  At Business Wire, we have 30 full-time media relations professionals worldwide.

HubSpot gives full credit to “the wires” for being able to “push” content better than anyone but bemoan we can be “pricey.”

Here’s where we disagree.   Starting at $210, we believe the press release is a multi-tasking bargain with its ability to work NOT ONLY as an SEO/linkbuilding tool but as  direct marketing.  

Treat your press release like its own interactive web page and it works as a tipsheet for reporters, a mini website, a brand ambassador.  Awareness raised by the well-done press release is hard to beat, because NOT ONLY does it contribute to SEO, it markets your message directly, ESPECIALLY when  pushed out to other authority sites, or “syndicated” as Hubspot calls it.

HubSpot discouraged the use of multimedia and XHTML formatting–bullets, boldface, italics, white space–in press releases.  Again, we disagree.

Attractively presented content gets read

Sure you want traffic to your site, but you also want people to READ what you WRITE.  That’s much more likely when content is attractively presented.   Our metrics show press releases with graphics get two to three times more clicks.

When HubSpot introduced the “the inbound marketing press release” to join the H-release, the social media release, the SMNR, SMPR, it was hard not to wonder:  Do we really need another template?    

Thanks to investments in NewsML by Business Wire like our patented NX technology, real world applications exist NOW for virtually any template or format you choose.  Every press release can include multimedia or not, can be shared or searched, include anchortext and/or lengthy URLs–it just depends on how you build it, having something to say, and your goals. 

Good content, well written, appropriately distributed

Our press release mantra:  Good content, well written, appropriately distributed.  No need for your press release to serve as SEO link builder OR a direct marketing tool–it can do both.  

And here’s where we quote our boss, Warren Buffett:  Don’t ask the barber if you need a haircut. 

HubSpot is a software company, so naturally they will encourage the use of  software and website solutions for online marketing success.   More power to ‘em.

Those beating the drum for the social media news release are often in the business of profiting from its acceptance–frequently by carving a consulting biz out of a very crowded social media echo chamber.  It makes sense these folks would promote various templates’ alleged strengths.   Are they ”tech agency execs push(ing) faux ‘innovation’ for the sake of making names for themselves”? as one HubSpot blog commenter posted?  That’s for the reader to decide.

We, meanwhile, remain in the press release business and believe that well-done press releases address myriad online marketing challenges and at a reasonable price. 

The movie business began with silent movies, which became ”talkies,”  and later, color motion pictures.  Today we call them movies.  So it is with press releases.  They’ll continue to evolve and at Business Wire we embrace the evolution because in the end, they’re all press releases.

photo: Chuck Cook / The Times-Picayune


Upcoming Business Wire Webinars – March 20 Edition

March 20, 2009

bwwebinarseriesheader1
Here at Business Wire, we pride ourselves for being experts in all things press releases. We invite you to join us for our free award-winning webinar series throughout the year. Our industry professionals take you through interactive discussions, digging deep into the latest trends in the business as well as long-asked questions about press release strategy. Here are some of our upcoming free webinars:

Press Release Optimization: Build Your Press Release
Like a Pro

In this webinar we’ll dig deeper into the relationship between your company’s overall Search Engine Optimization (SEO) strategy and its Press Release Optimization strategy. We’ll examine the concept of Press Release Optimization (PRO)–an effective combination of coding and craft–and provide tips on selecting keywords using Business Wire’s Press Release Builder. The goal? Increased online traction. Join Business Wire SEO experts Maria Van Wambeke and Michael Toner for this free hour-long webinar.

April 2, 2009 at 1pm EST
Register: https://www1.gotomeeting.com/register/537557577

For more upcoming Business Wire webinars and events, visit http://www.businesswire.com/portal/site/home/business-wire-events.


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