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Your Plan For Press Release Placement

Your Plan For Press Release Placement

Can press release increase SEO rankings in 2020? Yes, they can but first you need to get them published.


As with any other form of digital marketing, your headline will be the most important part of your press release. We all know that if the headline doesn’t catch your eye you probably won’t read what is written under it. Let’s face it… You’re announcing some important event, promotion, new product or service, but you are also advertising your business and brand. And remember that your headline will be shown among many, many others. To get people to click on and read your press release, it has to grab their attention.

digital marketing press release

Beyond the Press Release Headline

The next part of your press release is important, as well–your secondary headline or a short description of your event.  Decide what your press release is about and describe it in just a couple of sentences.

The real story will be told in the next section–the main body of the press release. You’re going to want to make the announcement and give the who, what, when, where, and why of the event, but it begins with a dateline, like this: July 4, 1776 Lexington, MA. Then immediately begin your story. If you’re writing about an new store opening in Huntington Beach, be sure to include the important information–who’s opening it, what will the site be about, where is it located (URL), when is it going to open, and what’s the purpose of the business? Sprinkle some quotes throughout the release, too so that it doesn’t appear too much like a sales pitch. Even if you’re a one-man show, be sure to quote yourself. Just be sure to keep the release in the third person (he, she, it, his, hers, its, they, their, theirs) and don’t write in first person (I, me, mine).

press release huntington beach ca

Press release-Digital Marketing

Press release keyword density

Another important consideration is your keyword density. Be sure to use the keyword that you want your website to rank for to around a 1% density. It means that if you write a 500-word article, 5 of those words should be your keyword. If you use more than a 2% density, Google may penalize you for keyword stuffing, which brings more harm than good.

In your “About the Company” section, be sure to provide particulars about your business including the NAP content, Name-Address-Phone Number. When was it opened, who owns it, what’s its purpose? Just provide a short description in about three to five sentences. The NAP listing will provide your website with all important domain authority when it is published in high domain news websites.

The next section is your contact information. Be sure to give the name of your Internet marketing business again, a person’s name to contact, their email address, telephone number, FAX, or any other information that will make it easier for people to contact you. Remember, media people and consumers will be reading this release and you want them to know how to find you for more information.

If you follow this structure, you should have no trouble getting your release approved by the directory editors.

Getting your press release published.

There’s a clear way around press release failure and it’s called the pitch. A lot lof stories get thrown at editors and you need to convince them to publish your story. A pitch is a short description to get them interested. If they want to find out more, then you send the press release.

1. Focus on a handful of your “dream publications.” For me, I’d like to get into Forbes or Time Magazine. When picking your publications, think of your target audience but also the domain authority of the site publishing your story. What does your target market read and where they read it though trumps everything.

2. Pick the section you’d like to appear in. You never know, but chances are you won’t appear on the cover of the publication in your first attempt at placement, instead, focus on sidebars, resource listings and short news sections. Almost all print pubs have them. Look at it as the waiting room for bigger and better stories on the unique products and/or services you offer. Online it also makes a difference.

3. Learn what the editor or publication needs. The number one thing you’ll need to know about the publication or editors you’re targeting is the kind of information they want to publish in their sections. There are two ways to do that: You could ask, but then that could open up a can of worms if the editor doesn’t want to get calls – and most don’t. Or, you could look at what they have previously published in the past.

5. Create the perfect pitch. You’ll want to start your pitch by stating your understanding of the publication or editor’s needs. Then list – in bullet points – how your news fits their requirements. Note: Always leave your e-mail and phone number in the text of the pitch e-mail to give the editor easy access to you – and your story.

6. Repeat steps 1 through 5 until you get a response. Sound tedious? Maybe. But at least the time you spend on this will reap much better results than sending one release out to thousands of editors – right along with other business people hungry for coverage.

Digital Papercuts
Orange County Marketing Agency
Press Release Creation and Distribution
5904 Warner Ave
Ste A-2011
Huntington Beach, CA 92649
Phone (800) 451-7085


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