Accessibility Statement Skip Navigation
  • Resources
  • Blog
  • Journalists
  • Webcasts
  • Data Privacy
  • Français
  • my CNW 
    • Login
    • Register
  • Client Login 
    • Online Member Centre
    • Next Gen Communications Cloud
    • Cision Communications Cloud®
  • Sign Up
  • Send a Release
Return to PR Newswire homepage
  • News
  • Products
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
Advanced Search
  • News in Focus
      • Browse News Releases

      • All News Releases
      • All Public Company
      • News Releases Overview

      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
      • Multimedia Gallery Overview

      • Trending Topics

      • All Trending Topics
  • Business
      • Auto & Transportation

      • All Automotive & Transportation
      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • Auto & Transportation Overview

      • View All Auto & Transportation

      • Business Technology

      • All Business Technology
      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • Business Technology Overview

      • View All Business Technology

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Financial Services & Investing

      • All Financial Services & Investing
      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • Financial Services & Investing Overview

      • View All Financial Services & Investing

      • General Business

      • All General Business
      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • General Business Overview

      • View All General Business

  • Science & Tech
      • Consumer Technology

      • All Consumer Technology
      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • Consumer Technology Overview

      • View All Consumer Technology

      • Energy & Natural Resources

      • All Energy
      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • Energy & Natural Resources Overview

      • View All Energy & Natural Resources

      • Environ­ment

      • All Environ­ment
      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • Environ­ment Overview

      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • All Heavy Industry & Manufacturing
      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • Heavy Industry & Manufacturing Overview

      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • All Telecomm­unications
      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • Telecomm­unications Overview

      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • All Consumer Products & Retail
      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • Consumer Products & Retail Overview

      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Health

      • All Health
      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • Health Overview

      • View All Health

      • Sports

      • All Sports
      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • Sports Overview

      • View All Sports

      • Travel

      • All Travel
      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • Travel Overview

      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • All Policy & Public Interest
      • Advocacy Group Opinion
      • Animal Welfare
      • Canadian Federal Government
      • Canadian Municipal Government
      • Canadian Provincial Government
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • Policy & Public Interest Overview

      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • All People & Culture
      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • People & Culture Overview

      • View All People & Culture

  • Advanced Search
  • Overview
  • Multichannel Amplification
  • Monitoring
  • Distribution
  • Multimedia
  • Guaranteed Paid Placement
  • AI Tools
  • IR
  • Become a Client
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • General Enquiries
  • Media
  • Worldwide Offices
  • Hamburger menu
  • Cision Canada
  • Send a Release
  • FR
    • Phone

    • 877-269-7890 from 8 AM - 10 PM ET

    • ALL CONTACT INFO
    • Contact Cision

      877-269-7890
      from 8 AM - 10 PM ET

  • Send a Release
  • Sign Up
  • Resources
  • Blog
  • Journalists
  • Webcasts
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
    • Trending Topics
  • Business
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
    • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign Up
  • Resources
  • Blog
  • Journalists
  • Webcasts
  • GDPR
  • Overview
  • Multichannel Amplification
  • Monitoring
  • Distribution
  • Multimedia
  • Guaranteed Paid Placement
  • AI Tools
  • IR
  • Send a Release
  • Sign Up
  • Resources
  • Blog
  • Journalists
  • Webcasts
  • GDPR
  • Become a Client
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • General Enquiries
  • Media
  • Worldwide Offices
  • Send a Release
  • Sign Up
  • Resources
  • Blog
  • Journalists
  • Webcasts
  • GDPR
 Press Releases for SEO

How to Optimize Your Press Releases for SEO

The press release is one of public relations’ most valuable tools. It is a cost-effective and credible way to promote a brand, service, or product.

With more visibility comes a larger audience - and in the digital age, where customers look up brands and products online, it’s more important than ever to optimize press releases for SEO.

Of course, this is easier said than done.

How do press releases work for SEO? Or, more specifically, how does SEO fit within a press release strategy?

Understanding SEO for Press Releases

An SEO press release is written and distributed in order to achieve SEO goals such as enhancing discoverability, or appealing to a specific target audience. It involves paying extra attention to keywords, formatting, and structuring to ensure your content ranks well on search engine results.

However, an effective press release must first be newsworthy, and an SEO press release differs from traditional content in this regard. 

While the primary aim of the latter is to drive more traffic to a site and improve visibility, an optimized press release is meanwhile designed to attract the attention of media outlets by announcing brand-new information, or providing updates worthy of being published.

Key Components of SEO-Friendly Press Releases

Do press releases help SEO? Only when they’re done right.

The ideal SEO press release strikes a balance between engaging content and various SEO components. This may seem like an intimidating challenge, but with the right press release best practices, it’s possible.

Catchy Headline and Subheadings

A press release headline is the first thing that grabs a reader’s attention and entices them to learn more. It is also critical for search engine visibility.

The ideal SEO-optimized headline includes the following best practices: 

  • Excludes industry jargon
  • Explains in clear terms what to expect
  • Contains target keywords
  • Elicits emotion
  • Offers solutions
  • Avoids clichés and clickbait that don’t deliver.

Similarly, subheadings must also include keywords and follow a clear structure. 

Subheadings that accurately describe their content are easier for search engines to crawl. Proper formatting—H2 for major sections, H3 for subtopics, etc—enhances readability.

Strong Opening

SEO press releases must follow the core principles of journalistic writing where critical information is laid out in the opening: also called the inverted pyramid formula.

The introductory paragraph should ideally answer the 5Ws and 1H — “who, what, when, where, why, and how?” 

A strong opening enhances SEO for journalists and helps search engine algorithms understand where your content fits.

Engaging Body Content

The body of the press release should continue to hold the reader’s attention. Make sure it tells a story, and does not just dump information randomly.

This could involve:

  • Including quotes from authority figures or stakeholders.
  • Visualizing data and statistics.
  • Providing relevant anecdotes or examples.
  • Adding crucial context. 

Effective Boilerplates

The last paragraph of an SEO news release, known as the boilerplate, is where you can give the reader more information about your organization. Describe the “who” of the article in more detail to ensure your brand makes a lasting impression.

A standard boilerplate includes contact information, including addresses, emails, and phone numbers. This way, readers can find you more easily, and search engine algorithms are assured of your authority.

Integrating Keywords

  • Search engine optimization press releases would be nothing without keywords.
  • When crafting a release, look up key phrases most relevant to your organization and include them in the headline, subheadings, and within the body. This increases discoverability for relevant audiences and publications. 
  • Studying your competitors’ content may also help you zero in on the best press release keywords.
  • With that being said, it’s crucial to steer clear of keyword stuffing. When press releases turn into vessels for delivering keywords and lack true substance, they put off the reader and the algorithm. Integrate these phrases naturally and authentically.

Writing for Your Audience and Search Engines

A common mistake SEO press release writers make is focusing too much on optimization. All content should be written for humans first, and optimized for search engines second. The text should flow naturally, storytelling should assume importance, and readers should benefit from the information offered.

Step into your audience’s shoes. What are their pain points and aspirations? How does your press release help address their needs? When you prioritize your audience, it will be easier to create content that resonates. 

Visuals, quotes, and anecdotes help weave a compelling narrative that stands out. You should focus on seamlessly integrating keywords and links only when this has been achieved.

Technical SEO Tips for Press Releases

Once a narrative is in place, you can focus on the technical aspects of search engine optimized press releases:

URL Optimization

A URL is more than just a web address; it’s a critical SEO media element. Search engine algorithms use it to understand a page’s content and target audience.

SEO-optimized URLs should: 

  • Be to the point
  • Contain keywords 
  • Be reader-friendly
  • Be unique

Meta Descriptions

Compelling meta descriptions help your press release appear in more organic searches, thus increasing click-through rates.

These brief snippets let readers know what to expect from your press release. They should be short, easy to understand, and include your main keywords.

Incorporating Multimedia Elements

Ask any PR SEO service and they will tell you that releases with images and videos have a significantly higher success rate.

Link Building

Press release link building helps SEO-optimized press releases secure high-quality backlinks. 

Embedded links that bring readers back to a targeted URL were once the biggest benefit of an optimized press release. However, this resulted in sites publishing low-quality press releases stuffed with backlinks. Google has since come down on this practice.

When used correctly, link building can considerably impact SEO, boosting brand authority and increasing the organic outreach of a press release.

Measuring the Impact of SEO on Press Releases

To make the most of your content distribution and SEO practices, you must measure the impact of every release. This involves outlining key metrics to judge SEO performance: keyword rankings, organic traffic, click-through rates, and conversion rates that deliver concrete data on the efficacy of your efforts. 

Several online tools can help you measure this impact. Google’s Keyword Planner provides insights into the search volume of certain keywords, while Google Analytics enables you to measure website traffic and conversions. With this information, you can optimize future Google press releases for better results.

PR services also offer valuable insights. For example, every release distributed through Canada Newswire comes with a Visibility Report that shows how your release is received by media outlets and target audiences.

Conclusion

In summary, search engine optimization for PR can seem daunting, but can be highly effective when done right. Releases that strike a balance between engagement and optimization benefit from more enhanced visibility and an effective SEO PR strategy.

Hopefully, this guide has helped you understand how to make a press release for SEO and encouraged you to get started today.

To make the most of your SEO-optimized press release distribution, don’t hesitate to contact our Canada Newswire team. As one of the leaders in optimized press release services, we can help you make the most of your press releases.

Contact Cision

  • 866-245-2317
    from 8 AM - 10 PM ET
  • Become a Client
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • General Enquiries
  • Media

Products

  • Cision Communications Cloud®
  • Media Monitoring
  • Content Distribution
  • Multimedia Distribution
  • Measurement & Analytics
  • Investor Relations

About

  • About Cision Canada
  • About Cision
  • Media Partners
  • Careers
  • Accessibility Statement
  • APAC
  • APAC - Simplified Chinese
  • APAC - Traditional Chinese
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Indonesia
  • Israel
  • Japan
  • Korea
  • Mexico
  • Middle East
  • Middle East - Arabic
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United States
  • Vietnam

My Services

  • All News Releases
  • Online Member Centre
  • Next Gen Communications Cloud
  • Cision Communications Cloud®
  • my CNW

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Centre
  • Next Gen Communications Cloud
  • Cision Communications Cloud
  • my CNW
877-269-7890
from 8 AM - 10 PM ET
  • Terms of Use
  • Information Security Policy
  • Site Map
  • Cookie Settings
  • Accessibility Statement
Copyright © 2025 CNW Group Ltd. All Rights Reserved. A Cision company.