Most press release writers fail to use the right keywords, or any keywords, in their online releases, which renders the releases impotent.
People who know a little about keywords go overboard and stuff too many into their releases, making it all too obvious that they’re trying to trick the search engines.
Keywords are like magnets. Let’s say somebody wants to buy boots online. The buyer types “patent leather boots” into the Google search box.
Google goes looking for that phrase. It sifts through billions of pieces of content. Within a second or two, it delivers a long list of articles, videos, blog posts and press releases that have the same keywords. If you sell patent leather boots and have written a press release about them, but you haven’t used the correct keywords within your release, it won’t be on Google’s list.
But if you HAVE used keywords correctly, your release could end up on the first page of Google, bringing a rush of traffic to the release, and eventually to your sales page.
Too many people spend too much time sweating the right headline, a clever news hook, or a killer quote. But all those are useless without keywords. What good is a press release if nobody can find it?
