Firms have long used the press release as an inexpensive marketing tool. Online press releases can also serve as effective marketing tools, especially if they are designed with search engine optimization (SEO) in mind. The Society for New Communications Research (SNCR) recently released the following findings on this topic:

• Using a specific format may increase the chances of being picked up by specific types of readers. For example, bulleted lists work well as blog entries while embedding a video clip ensures that video sites may pick up the release.
• Placing key words in headlines can improve the way search engines pick up the release.
• Using both inbound and outbound hyperlinks will increase the SEO.

Remind your clients to improve their online presence with the kind of well-designed press releases your agency can provide.

[Source: Hosford, Christopher. "Direct marketers increasingly use news releases for SEO purposes," BtoBOnline, 11.24.08]