Press releases used to be written exclusively for editors at your target publications. Not any more.
Now, press releases should be just as compelling for your end users and - by extension - the search engines, as for the editor.
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Given the online newswire distribution of press releases, a properly optimized press release can achieve significant results:
- Rank highly for specific keywords in search engines and newsfeeds
- Use press releases for lead generation with targeted landing pages
- Have your content distributed to hundreds of other sites such as industry blogs
Having said that, optimizing press releases for search engines (also called SEO-PR or Search Engine Promotion) is not a widely used tactic. This also means that those who use it now stand to gain the most.