He bases this finding on data collected from over 11,000 press releases. Here are the top three tips from Halligan on how to optimize press releases. No new information here, but if his data is accurate, there is a shortage of practical application in the PR world:

1.      Link your releases back to your site.

2.      The links should include relevant keywords.

3.      Include the links near the top of your press releases, and focus on the first page as well.

 

 

Q2 Marketing also recommends your keyword optimization strategy carry over to your press releases. Once you’ve determined what your top keywords are, particularly in light of the specific news of the release, use them appropriately. This includes headlines and sub-heads. But make sure your keywords or phrases comprise no more than 2% of your release.

 

One more note: don’t invent your own insular corporate labels for solutions and services. Use accepted industry terminology. A good keyword software will yield these results for you. If you are in a murky industry without clear definitions, look through industry analyst reports (and abstracts), industry articles, competitors’ web sites, conference brochures, etc., to understand what the most appropriate and popular terms are for your industry.