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About Collin Cornwell

With more than 10 years of design and marketing experience, I'm a respected industry leader and a true partner to the clients that I represent.

I have worked with and helped to develop successful online strategies for some of the largest brands in the world, including Citibank, General Motors, Coca-Cola and Federal Express.

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I have been spending a lot of time lately traveling, meeting with clients to discuss many of the topics listed below. The holidays were wonderful, sad to see them come and go so quickly.

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10 Tips for Press Release Optimization Saturday, August 25, 2007 |

As the ever-evolving industry of search continues its genesis, few would disagree that optimizing press releases is now key in getting relevant, newsworthy information about a company, organization or product to a target audience. Increasingly, end readers, journalists and bloggers alike, are turning to news wire services like PR Newswire, not to mention search engine sites like Yahoo! News and Google News, as important sources of content and information.

That said, the not-so-secret secret to getting your product or company “out there” and in the living rooms of millions of potential customers is via a well-crafted press release. Granted, there are thousands and thousands of documents published to the Internet everyday, but there are some simple steps you can take to increase your visibility.

10 Tips When Writing Press Releases:
  1. In the headline, always include popular keywords and keyword phrases that correspond with the major theme of the release.
  2. Include popular keyword and keywords phrases in the release summary, or the secondary release heading.
  3. Reinforce the major keyword theme noted in the headline in the body of the release, particularly in the first or second sentence of the first paragraph.
  4. Include the company URL after the company name in the first paragraph.
  5. Always include the full path of the URL (including http://) so that all news based content management systems will activate the link.
  6. Use keywords to describe the company at the end of the press release. Search engines evaluate clustered text, and this text will further help search engines evaluate major company themes over time.
  7. Keep in mind that keywords and keyword phrases placed anywhere in the document can trigger a release alert via Google, BusinessWire, Yahoo! Alerts, or any other keyword based notification system, so it is important to use relevant keywords throughout the release.
  8. If you are using an online interface to submit your own press releases, enter the most important keyword phrase first, and backfill with supporting keyword phrases from the release
  9. Passive syndication: Publish press releases on your website. Provide linking infrastructure, RSS feeds, and subscribe chicklets to allow readers and search engines to easily find and index past, current & future releases.
  10. If possible, incorporate an image into your release. With Google’s Universal platform, your release may include an image with the natural search results.

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