The seo checklist for a product press release is designed for product manufacturers who want to write press releases for both on and offline purposes and ensure the press release seo is correct.
This product press release writing checklist will be split into two parts, first I will go through the general product press release checklist, and then I will add a second checklist to ensure that the press release is written with SEO in mind
1. Choose a single subject to write the press release about
It is vital that you write the press release about a single subject. Do not confuse your audience with multiple subjects; in general the following categories will apply to most press releases you will write as a manufacturer.
- Special events such as CPD’s, exhibitions, road shows etc.
- New products
- New services
- Informative pieces – Helping your clients and prospects understand technical or legislative issues
- Case studies of the product in action
- Research you have conducted
- New business or appointments
2. Make sure you have permission from all parties involved
This is important to get before you invest time and money in creating a press release as you need all of the relevant parties involved in the story to be happy with you writing about them.
Some companies such as major supermarkets or sensitive government installations will not usually allow stories to be written about them, or they may insist on overall copy approval.
3. Decide what you want the product press release to achieve
Again before writing the piece or the campaign decide what you want to achieve. This will also start the writing process for you. Some of the desired outcomes you may want to achieve are:
- Build sales
- Build brand
- Build the personal reputation of a member of the company as an expert or thought leader in you field
- Build a product brand or create awareness
4. Write the press release
Keep the press release simple and well-defined, focus on the objective. Ensure your hook is in the first paragraph of the release.
I would also recommend that you write a brief synopsis of the press release, this should be no more than 300 characters in length, and the title should be no more than 100 characters in length and ideally 60-80 characters.
The press release should start with the news you want to convey do not have a preamble or try to build up the tension.
Try to avoid the use of ‘you’ or ‘we’ in the press release when referring to the reader and your company this is informal and not really appropriate in a press release.
5. Add an image
Add an illustrative image or two to the release, this will depend on the type of release you are doing but ensure that the image is relevant to the copy.
6. Send the press release to your media list
You have created a media list haven’t you?
You know the magazines and websites that are appropriate to your audience, send the press release to the editors of the publications and sites and ensure that at the bottom of the piece you give out the contact details of your own PR department or agency as the editor may want to make more of a good story.
Also ensure that the leading industry blogs receive a copy of the release, they may blog about the topic and this could create a boost to your campaign that is both free and unexpected. Do not underestimate the value of this as a lot of the leading blogs are well read and the opinions on them can hold a lot of weight.
Ensuring the product press release is seo friendly
7. Define your primary keyword
You need to choose a primary keyword or phrase, this may be the name of the new product, the technical issue you are addressing … you get the idea I am sure. Once this is defined you must ensure the following:
- It’s in the title of the press release
- It’s in the Synopsis and the first paragraph of the press release
- It appears regularly in the press release. Keyword density about 5%
8. Define two more Keywords or phrases
Again keep these related to the primary keyword, for example if you focusing on “part L 2013″ as a primary keyword (this is a new UK building regulation related to green building and thermal efficiency) then you may want the secondary keywords as “building regulations” and “green building”.
Once you have decided on these make sure your two additional keywords are in the synopsis, the first paragraph and the body text of the piece.
9. Use Full Url’s in body text
Make sure that at least one full URL is included in the text of the piece for example http://advertisinginconstruction.com/google-analytics-find-which-online-advertising-to-choose/ don’t just www. use the full URL as the press release may not have links embedded into it by websites.
10. Dont use spam word in Title, synopsis and first paragraph
Try to avoid spam words in the synopsis and title as you may want to include the release in a publisher email newsletter. A good list to see is from Wilson Web (click their name to view it)
If you stick to these rules you should write a relevant and interesting product press release that will be well optimized for website inclusion.
P.S. Did I forget anything if so please let me know.