Join Lorrie Thomas Ross for an in-depth discussion in this video Focus on a phrase, part of Top 5 Tips for Search-Friendly Press Releases.
The first step you want to take when you're optimizing a press release to get better found in the search engines, is to have a focus. Focus on a phrase that you want to be searched and found on. So many organizations approach things with kind of a spray and pray perspective and that's not effective. It's not effective in reaching journalists. It's not effective in reaching certain customers. It's certainly not effective in working to work with the search engine algorithms, who are looking for mathematical equations that really are centered around matching content and code, and things around a certain phrase.
So when you have this phrase focus, like case in point you're a hotel in San Francisco looking to. Get more information out about a new conference room, you would focus on a phrase like conference room San Francisco, in a press release, so that that phrase would be in the title, maybe in the URL, throughout the content, maybe in a link. So the search engines would have more. Kind of mathematical matchups of this phrase being used throughout the release.
And little steps like that can make a big difference in being searched and found.