How to Write a Press Release To Build Your Business

How to Write a Press Release – Brand Marketing Secrets

When you are looking for ways to get the word out about your brand, one of the most effective marketing strategies is to write a press release for the media. This is a good way to go about brand marketing, and increase the chances of further distribution while gaining press. However, newsrooms are flooded on a daily basis with press releases, so if you want to ensure that yours stands out from the crowd, you will need to make it sparkle. This includes paying attention to format and content.

It’s important to remember that your press release is your way of making a first impression, so you will want to make it count. Another factor to keep in mind is that today’s press releases are distributed online through wire services and over websites, so your potential customers will be reading it as well as members of the press. The following are a few tips to make sure your first impression is a good one.

1. Look at Samples
If you’ve never written a press release before, it’s a good idea to start the process by reading samples and looking at templates to get a feel for what your finished product should look like.

2. Stay on Topic
Before you write down a word of your press release, sit down and have a good brainstorming session. Think about what your message is, and what you want everyone to know about your business. This will help you with brand marketing. The news in your press release should be obvious, rather than just a generic bio of your brand. You will need a good headline that captures the reader’s attention immediately. Examples could include how your new product will improve the reader’s life, or how it might relate to current events.

3. Pay Attention to Structure
The structure of a good press release for brand marketing purposes will follow a certain format. To begin with, you will want to keep it under one page.
• Put “for immediate release” at the very top of the page. This can be followed by the headline in the center, and a subhead that further clarifies the headline. These are good places to work in keywords to optimize your content.
• The first paragraph is the most important part of your press release, because many readers will not go any further. Be sure that your message is summarized in this paragraph.
• Use at least one quote if you can from someone knowledgeable about the news you are releasing. This will add credibility to your press release and help you with brand marketing.
• In the last paragraph, include information about your company, including when it was founded, the mission statement, and any achievements you would like to share.
• Don’t forget contact information at the top or bottom of the page.

4. Tips for PRWEB

PRWEB is the Press Release service by VOCUS . It has the reputation of being the best, and it is the most expensive. With PRWEB you can and should distribute the release and embed a Video, a Report (PDF), a picture and a Quote. You can also target specific media and journalist. If you are a VOCUS member you can also get alerts on journalist who are looking for articles you might want to write. There is an online search facility that allows members to find journalist and story request by topic of interest.

PRWEB requires a summary and suggests that you put a link to your landing page right in the summary. They also have a SEO analysis tool that will let you know how your release ranks for keywords, links, and content etc.

Here are some examples of press releases that have worked well – 72,000 impressions
40,000 impressions
59,000 impressions

Party Holidays 63,000 impressions

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Page Rank & link Building Post Panda

These two charts take a moment to understand. They are really cool in displaying concepts that few understand. I borrowed these from Ryan Diess’ Digital Marketing Membership which is great resource for marketers.

what makes page rank

The first chart tells us what goes into making page rank and what each component is worth. rust and authority of the site is the key. Nest is link popularity, then anchor text followed by on page SEO and keyword analysis. After that hosting, traffic and social indexing follow. Now G is always tweaking these and the Penguin update shifted anchor text a good bit. Lately the bounce rate of the site and how long people stay on it is given more relative importance and we expect this to continue to be a defining feature of ranking a site.

link building tactics post panda

link building tactics - effectiveness post panda

In the second graph the pre-panda and post-panda effectiveness are evaluated. Here we clearly see that authority is a top priority and that has not changed with the updates. Content sharing and guest blogging have increased in effectiveness after the update.  Social bookmarking remains the same and article distribution took a dive. Press release distribution too has been less effective in terms search ranking. Link farms and directory listing are basically ineffective for  search ranking.




We know that directory links are still valid for page rank, so long as they are quality links with natural anchor text. Original Press release do drive traffic but use a authority site like PRWEB and don’t re-distribute the same PR on multiple platforms. If you are going to outsource any of this be sure that the contractor knows what they are doing. Contrived links, wheel and such will hurt you. Build out your foundation with good original content that is natural.

also see

Update on Tutorials: Penguin

We have  a number of queries on how Search Engine Optimization (SEO) has changed with Penguin and Panda.

Panda was about content. It looked for the quality of content and especially penalized sites with duplicate content (SEE more in our Blog on Panda). Panda hurt site like hubpages that ended up having their content duplicated across the internet and often had duplicate content HubPages itself- see Panda.

 See latest test on penguin 4 (2.0) for SEO in tourism >>>



In 2012 the big update was Penguin, which is about links and relevancy. Below is a summary of what this means to SEO on-page optimization. When looking at our tutorial on keywords and on page SEO, keep this in mind.

Anchor Text

With Penguin, Google took a hard look at links and found that spammers tended to over-optimize links; their activity was seen as unnatural. It was particularly the tendency of SEO experts to never use natural links (naked links like and instead make the anchor text (what you call the link – what users see) something to do with the keywords you are trying to rank for. (like the “best family holidays in Timbuktu”)

Sites that used keywords as anchor text suddenly found their ranking drop. Now you need to have as many “Click Here” and “” as anchor text. The recommendation is to keep keyword anchors  like  “keyword-anchor text” to under 40% of the links.

Keywords Stuffing

Keywords must never be more that 2% density.  Make sure you don’t have too many keywords in anchor text, headers etc, that don’t seem natural and are aimed at search engines rather than readers.

Sites and pages can be hurt by being too focused on a particular keyword or phrase. Pages that are too focused can rank lower than pages that are focused on a wider net of related keywords. They tend to have more stable rankings for the core keyword and rank for a wider net of keywords.

When building your content, use latent Semantic and Semantic words to cover the subject. When writing about your hotel or tourism offer, intersperse related words like:  travel, holidays, trips, tourism, vacations, tours, travel agents, hotels, tourism activities, festivals, events, sightseeing, adventure, romance, getaways, hideaways, escape, families, local guides, lifestyles, fun, safari, restaurants,entertainment, nightlife, clubs, where they can add to the relevance of your content.

Links from Similar Niche Sites

Penguin also hit sites with few incoming links from websites in the same niche. Link quality and relevance are key indicators, and not being able to get quality links from authoritative domains in your niche can be a  sign that your page is not relevant.

Google is looking for other factors that can’t be as easily manipulated as anchor text. Getting a link from an authoritative or relevant site in the same niche is much harder to manipulate and therefore it has a lot of merit to search ranking.

Link Pruning

If you find that some of your inbound links are spammy, contact the site owners and ask to have them removed. It’s not easy, so in the meantime work on getting more natural links so that the unnatural balance will decrease.

Some Things got Better

The latest Penguin Update actually revives some links  including; links from directories, press releases networks, social networks, web 2.0 sites, images, profiles, comments and others, that were not effective for some time. This counters some of the previous site that were depreciated by Panda   see Our Panda page.



Unnatural links. Make sure you have links from related websites, not link farms, and not using viral linking techniques.

Internal links. Links to your own pages should be randomly assigned to “naked links”, “click here links” and “keyword links”.

External links.
Link to relevant pages like Wiki pages. This  can help make the site more relevant and helpful to users. This will gain credit from search engine ranking.

Keywords Stuffing.
Keywords must never be more that 2% density.  Make sure you don’t have too many keywords in anchor text, headers etc, that don’t seem natural and are aimed at search engines rather than readers.


Backlinks | Build Natural Links

Open Site Explorer and ahrefs are a couple of tools you can use to get a view of your link profile and anchor text diversity.

see Panda

Update  on Penguin 4 (2.0) for Tourism on-page SEO >>>