With the second edition of the digital kit launched by the government, many companies are, surprisingly, still in the first steps of their positioning strategies.

But how can a press release be considered as part of an SEO strategy?

A press release is a document that a company sends to the editorial offices of the main media outlets, both general and specialized, and in which certain information of interest about a company is shared. Although many people think of advertising and sponsored articles as strategies that also help position the brand on the Internet, the truth is that the organic publication of press releases by the press achieves a very positive natural and organic positioning.

Whenever we have shared press releases with interesting and important corporate information, we have had very good results thanks to the indexing of the content published organically by the media. We always recommend the same thing: take advantage of the press release for its function. It is useless to try to send a sponsored post as if it were a note. 

How to make the most of the press release?

Define the message well

Although this may seem obvious, one of the main problems that companies that are not used to writing press releases often encounter is how to define what information to include and what to discard. It is about finding a focus of attention that is truly informative and that serves to interest journalists and, by extension, their readers. There is no point in filling a note with spotlights. One or at most two main ideas that talk about something innovative, something that as a reader you would like to know when selecting a company. A milestone, a launch, some results, an agreement... it is about scratching and finding what is truly relevant.

Write it in a pleasant way

It is not about repeating yourself over and over again, but rather that a professional who also knows the tricks to optimize a text is able to find the tone and the key words to help position it at the moment that the media publishes it if they are interested in it. That is why it is key to have an informative language far from the most advertising part, and that serves as an attraction for those who read it. One of the objectives of SEO services is to be found on the Internet by search, hence the need to define well the key words that should appear in the text. Irrelevant words are not valid.

Original title

Apart from being much more striking and having the ability to draw attention, moving away from what is already published is also important to give relevance to the content within the search engine.

Original content

It is essential that the content written in the article is original, without spelling mistakes – they would be discarded directly – and that it has a well-developed story. Nowadays, these are also the milestones that work best when it comes to putting results at the top.

Inclusion of links that really contribute

This can serve as part of an ethical and intelligent link building strategy complemented by sponsored articles or other formats of branded content or digital communication. It should be noted that if the media publishes a link organically, it is because it is justified. Maximum 2. The article should not be filled with references because it would be discarded just by opening it in an editorial office. If achieved, this will attract traffic to the website.

Images optimized for the web and renamed

This is something that few people pay attention to, but it is also key to positioning content. You have to look for an image that is of quality but does not slow down the loading of the page on which it has been published. If you include a keyword, it can also serve as a complement to the SEO strategy.