Optimise articles and press releases

Articles and press releases are published on the web with the sole purpose of directing traffic flow towards a particular site. However, every user will not be able access and read all articles due to lower rankings during the search. Hence, these must be optimised keeping in mind the maximum number of users who would be interested in reading it. Some useful ways to create an interesting article or press release are discussed here.

Do not generate a run-of-the-mill sort of report. A reader will always delve further if the content seems to be interesting. Creativity is the key to holding the user’s attention. Develop content that is different from other press releases or articles. Beyond getting the facts and figures right, the press release should be helpful in forming a view after reading. Such reports do not necessarily have to sound politically correct or neutral. It all depends on how convincing the content appears to be. Audiences like to read authoritative content that displays a clear analysis of the data presented, without leaving much for the user to guess.

Choose an eye-catching title that is not too long, but, incorporates the keyword for optimisation with the engines. Identify your audience types before choosing the words for the article. Do not use flashy words if it is inappropriate for the subject. The keywords that would be used by different sections of the audience would vary. Consider an article about the trends and forecasts for the vehicle manufacturing industry. A technically oriented user would be more interested in “number of units sold”, “spare parts”, “engine quality”, “and predicted rise in automobile sales”, etc. While, an economist or an investment banker would be more interested in “quarterly profits”, “yearly turnover”, “share price”, “market capitalisation”, etc. All the above terminologies if incorporated correctly can make the report interesting to a widespread of people. Optimising through the use of meta-tags is a useful way for getting noticed quickly on the web. Usually they help the website owner to decide how the site is described by the search engines. Meta tags can help in ranking press releases at higher levels for a small period, which results in sudden spurts in web traffic.

Incorporating an image or graphic makes the release very interesting. For news articles select words that describe the newness of the content. For example the news about a company performance will contain words like “third quarter 2009” or “November 2009” or “top line results”. A user searching for the latest news will employ some of the above.

Posting or distributing the articles or press release should be done through the right websites. It is better to go in for a site, which is subject specific. For example, a release about medical discoveries would be thoroughly read and valued if posted on a site dedicated to the subject, compared to a news website where it would be forgotten soon. Such websites themselves should be in the “good-books” of the search engine and have a reputation of their own.

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