The “juice” is at the top...
Search engine spiders start at the top of web pages and work down. So it is important to place your target keywords and phrases at the top of your web pages. It is no different when setting up a press release.
You want to place your keyword or keyword phrase in your heading (1 main keyword phrase), in your subheading (2-3 variations of the main keyword phrase), and the body of your press release within the first paragraphs (as many variations without overkill and sounding un- natural).
You also want to use variations of your keyword phrases so you can cover more possible searches and develop a keyword rich press release without over saturation.
For example, let’s say I am writing a press release about a new product on making green screen videos. I may choose to reference “green screen tips” in my main heading. In my subheading, I will want to vary that phrase throughout my press release with variations such as “chroma key video insight” or “learn about green screen”.
Keep in mind
Search engines like “quick and to the punch.” It needs to be apparent quickly (without crawling through 10,000 words of content) what the content is about. For this reason, while ALL content matters, there is a specific range of characters and words that outweigh the rest. These specs for your headlines will keep you safe:
- More than 4 words, less than 20, and around total 70 characters.
- The actual range is 2-22 words, and only 65 characters are actually indexed by the search engines.
- I touched on this because the number of characters and words you use for a heading can influence your target keywords and more likely your keyword phrases.
Let’s jump to the research. There are two tools, SEMRush and Google’s Keyword Tool. SEMRush offers a free service that is a better alternative to Google’s Keyword Tool for research, but it only allows up to 10 queries within 24 hours. SEMRush will do the job while doing research for one press release. If you hit your daily limit in SEMRush, then head over to Google’s Keyword Tool.
1) Register for SEMRush:
2) You should watch this video before we move forward to familiarize yourself with SEMRush:
Let’s look at an example. My hypothetical press release is going to be for a website that offers free backgrounds for green screen videos. I am about to add 20 additional free backgrounds and I want to shoot out a press release the very instant I do it. I’ve chosen “free green screen backgrounds” as my keyword phrase.
Okay, now let’s break down what you want to look for. When you search for your keyword, SEMRush will shoot data back about that keyword. There are three main categories you want to focus on: Volume, Results, and Trend.
I am looking at a total of 1,304 search results in a month all together for the first four. Let’s say you can grab 20% of that traffic... That is 260 additional visitors each month. The lower number of search results for these keywords also make it more attractive because it is a sign that the competition isn’t overbearing.
The trend for the main keyword phrase “free green screen backgrounds” is steady. So it is a fairly safe bet I can make some noise by releasing a press release on this topic and at the very least, I’ve created back links for my site.
There are two additional resources within SEMRush, aside from the Main Keyword Report you can look at to help you formulate your keywords and ideas. They are Phrase Match and Related Keyword.
If you reach the limit for your SEMRush free account, you can always use Google’s Keyword Tool. I am not going to go into great detail about Google’s Keyword Tool because the data it returns is catered more towards finding strong keywords for Adwords as opposed to good keywords for press releases (plus there is a guide or video around every corner on how to use this tool).
End Keyword Guide