A press release should do more than announce news. It should help people understand who you are when they search for your brand.
Brand search is often where trust is formed. Someone sees your name in a story, pitch, or product mention. Then they search your name. What shows up next can support the story or weaken it.
A strong release gives search engines, journalists, answer engines, and customers clear signals about your company.
Start with the brand name
Use your company name in the headline when it makes sense. Do not force it, but do not hide it.
Weak headline:
“New Platform Helps Small Businesses Manage Customer Reviews”
Stronger headline:
“Acme Review Launches Platform to Help Small Businesses Manage Customer Reviews”
The second version connects the news to the brand. It gives journalists and search engines a cleaner reference point.
Make the first paragraph plain
Your opening paragraph should answer the basic questions quickly.
Who are you? What happened? Why does it matter? Who is it for?
Avoid clever openings that delay the point. A press release is not a mystery novel. The reader should understand the news and your role right away.
Use consistent company language
Many businesses describe themselves five different ways across their website, LinkedIn page, sales deck, and press releases. That creates confusion.
This is also where basic SEO strategies for press releases can help, especially when your release uses the same brand terms, product descriptions, and audience language your customers already recognize.
Pick one clear company description and use it consistently.
For example:
“Acme Review is a customer feedback platform for local service businesses.”
That tells the reader what the company does and who it serves.
Include what people actually search
Brand search does not only mean your company name. People may search your name with words like pricing, reviews, founder, location, industry, product, funding, or competitors.
Do not stuff these terms into the release. Include natural details that help people connect the dots.
Mention the product category. Mention the audience. Mention the city if it matters. Mention the founder or executive when relevant.
Search works best when the facts are plain.
Strengthen the boilerplate
The boilerplate is often treated like an afterthought. It should not be.
This short “About” section can reinforce brand search signals. Include your full company name, what you do, who you serve, and where readers can learn more.
Keep it short. Keep it factual. Skip the puffery.
Example:
“Acme Review helps local service businesses collect, manage, and respond to customer feedback. Learn more at acmereview.com.”
Link with purpose
Include one or two helpful links. Link to your homepage, product page, newsroom, study, or landing page tied to the announcement.
Do not turn every keyword into a link. That looks dated and desperate.
Ask: where should a reader go next if they care about this news?
Make the quote human
Quotes can support brand search when they include a clear point of view.
Weak quote:
“We are thrilled to announce this exciting milestone.”
Stronger quote:
“Small businesses lose customers when review management is scattered across too many tools,” said Jane Smith, founder of Acme Review. “We built this platform to help owners see feedback in one place and respond faster.”
That quote tells the reader what the company believes and why the news matters.
The real goal
Optimizing a press release for brand search is not about tricking search engines. It is about reducing confusion.
When someone searches your company, your release should answer three questions:
What does this company do? Why does this news matter? Can I trust them?
Google’s own SEO Starter Guide makes the same basic point: clear, useful content helps search engines understand your pages.
Get those right, and the release becomes more than a one-day announcement. It becomes part of your public record.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn