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Press releases have some unique characteristics that can contribute to an increase in search engine positioning for your site. They are similar in many ways to pages that use search engine copywriting techniques. They have a narrow focus, include copy that deals with one specific topic, incorporate the use of key phrases and use keyword-rich headlines. Usually, people either do not like or do not have the time to read poorly written content. Therefore, when you are writing an optimised press release, it is essential that you write with concise language, correct grammar and credibility. Besides increasing readership, you will make the search engines very happy, which is exactly what you are looking for!

Press releases incorporate each of the elements used with good search engine copywriting, which make them the perfect addition to your site. Because search engine spiders follow links, you will have to open a door from your home page to the section of your site that houses the press releases so your web pages displaying the releases will be picked by the Search Engines.

As well as adding Press releases to your site, you should consider posting them to specific press releases websites.

Newsworthy press releases that are optimised with keyword-rich content are invaluable to your business. If properly optimised, press releases add the potential for increased traffic to your site from clients searching for your product and business, provide improved rankings overall and in News search engines, and increase your chances of additional press. They may even enhance backlinks (also called inbound links) to you website. Press releases also increase your brand awareness.

Another use of press releases is linked with inbound links and link building. When you submit your press releases to those websites, think of leaving your URL somewhere and even better, add some anchor text links in your press release on target keywords that would link back to your site, thus helping your site to achieve better positions and get more traffic.

Romain works for White Hat Media, a good SEO company providing link building, keyword research and more Search Engine Marketing services.

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