How to Write an Optimized Press Release

Press Release Layout

- “PRESS RELEASE” should be written at the top of the page.
- Text should be double-spaced
- Generous margins for easier reading.
- Make sure all company information visible within the press release.
(ie: name, logo, contact info, address, etc…)
- Press release should be only one page if possible.
- At end of press release, type “-30-” or “# # #”. This is common press release notation that this is the end and no more text is included.

Press Release Content

Your press release should be written in the inverted pyramid method, giving the most important points first and supporting details second.

A good press release gets to the point immediately and specifies the problem for which a solution is offered.

Use the first two paragraphs for the main message.

Parts of a Press Release

The Headline. This will grab the attention of the press or the attention of potential customers. “Bob Builds A New Building” is not going to attract much. “Building Structure Is The Basis Of A Good Building States Bob Of Bob The Builder” might be a better choice.

Short Summary. Here is where you’ll either write 2-3 sentences on the topic behind the press release or you’ll just quote a small section from the press release. This is a teaser to the topic that surrounds the promotion of the business or product being talked about.

The Release Body. In the body you’ll have about 5 paragraphs (around 400 words) talking about the basic topic that relates to your business or product as well as quotes and other information that leads to what you’re looking to promote.

Optimizing the Press Release for Search
- Include an H1 Title with keyword phrases for which you are optimizing.
- Include H2 Titles with keyword phrases for which you are optimizing.
- Bold keywords and keyword phrases.
- Include Metatags with accurate keywords