It’s true, if you’re using press releases simply for search engine optimization, you’re “in them” for all the wrong reasons. However, that doesn’t mean you don’t want to use best SEO standard practices when composing them. And in this day and age, that means using long-tail keywords. Why? Here’s a quick discussion to answer exactly that.
Long-tail Keywords Are Easier to Rank For
Long-tail keywords are way more specific than the usual keywords. For example, rather than using the keyword “bike store” in a release for a new mom and pop that opened in town, a long-tail version might be something like “affordable bike shop in (location)” or “bike shop that sells (type of bike).”
As you can imagine, the keyword “bike store” probably has huge competition. Why? A lot of people search for such a general term, and such an all-encompassing term has a lot of businesses fighting over it.
However, longer, more specific keywords are not as highly sought after because there is less search traffic for them. Less competition means you’ll rank for those terms much quicker and with less effort. But is it really beneficial to rank high for search terms with less traffic? Well…
Long-tail Traffic is More Targeted Traffic
Sure, fewer people are searching for these long-tail terms, but you’ve got to look at the flipside of the coin. The long-tail searches usually generate better matches. In other words, if you rank high for “bike shop,” but most of your business is done locally, that’s not going to help you out very much.
However, if someone is searching for a specific long-tail phrase and are brought to you, well, they’re more likely to use whatever it is you’re offering. So basically, you’re cutting out all the useless traffic and concentrating on traffic that can generate you real business. Isn’t that what we want, anyway?
If You Use Long-tail Keywords in Your Press Releases, Those Who Cover Your News Will Too
Now, I realize that you aren’t necessarily trying to get your press releases to rank high. However, that doesn’t mean you shouldn’t be inserting these long-tail terms into your releases. One great reason for this is to guide the people who will be using your press release. The bloggers, reporters, etc.
See, it’s only natural that they will look to your press release for the proper terminology to use when writing about your news. That means that many of your long-tail keywords will end up in their articles. This in turn will help people find those articles written about you, which will inevitably lead to traffic coming your way. So the means justify the end, so to speak.
Remember, It’s Not the Same As Keyword Stuffing
Nothing reads crappier than a keyword stuffed release. Talk about spam. But luckily, long-tail keywords flow nicely. In fact, half the time you don’t even have to think about them when writing. If you’re writing naturally about your product or event, the long-tail keywords typically write themselves. Just make sure you don’t overdo them!
Do you include long-tail keywords in your press releases? Tell us about it in the replies!
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/offer/prchecklist.html