So if you are doing any kind of  law firm SEO, you should be regularly writing and issuing press releases, correct?  Well if you aren’t writing your press releases with both the press and Google in mind, you are doing it wrong.  Here are some tips to help you leverage your press releases so that they double internet marketing vehicles.

Tips for Optimizing a Legal Press Release:

1. You should do your keyword research using Google’s keyword tool.  Choose keywords that have over 100,000 monthly searches and a competition index of .4 or below.

2. Don’t overuse these keywords.  Try to only use 3-5 of these keywords within the press release – and only use 2-3 instances of each keyword – max.

3. Make sure the keywords occur naturally within the body of the text.  Your release probably isn’t that long anyway, so keep the ‘over-thesaurisizing’ to a minimum.  If the keyword can’t be worked in, wait for the next one.

4. Use the most important keywords in the title of the release.

5. Make sure that you are doing all this and maintaining the release’s readability.  You shouldn’t write the document and then go back and pepper in as many keywords as you can.  Write the release with the words and phrases you are trying to use in the back of your head.  Again – let them occur naturally.  Further, if it’s not readable, what news outlet or website is going to want to pick up the story?  That’s still the main goal of issuing the release.

6. Include keyword titled and optimized images with your release.  Some websites are lazy and will simply upload the image as-is to use in their article.  This means that you can have some leeway on how the image is named and what keywords are attached to the document on another site.  Use this fact wisely – it can help that image show up on a Google image search and direct more visitors to the article.

7. Make sure your backlinks are correctly contained and coded.  Include one backlink for your name and one for your practice area.  Include one for your firm name too if you have other outbound links within the document.  Keep the links back to your site low – 3 at max – and that’s only if you have other links outbound.  Containing two backlinks in a document of at least 600 words is good practice.

8. Push the release off-site.  There are a ton of free and paid press release publishing websites.  Have your marketing professional or SEO consultant research the page ranks of these sites and select the sites that have the highest page rank to push your release to.  Paying for distribution is fine if you can be assured that it will both get in front of  relevant news outlets and end up on websites with a high page rank.  PRnewswire is one of the best, but it can be costly.  Better yet, your marketing professional or SEO consultant should already have a list of their own tried-and-tested distribution websites.  Google has recently caught on to the free, low-end distribution sites and can penalize you if you show up on too many (as in thousands) of them, so it is again crucial to leave this one to your trusted marketing professional.

9. Make sure that the landing pages that the document links back to are ready to capture visitors.  Keep in mind that the main goal is to get news outlets to pick up your story, and if successful, for visitors to visit your site after reading the article on another site.  Not having your backlinked page ready to convert those visitors to a call-to-action or where you want them to go is just as bad as having never issued a press release in the first place.

Happy Hunting.

Majux is a Philadelphia marketing agency that specializes in expanding our client’s online presence in such a way that more directly results in sales, rather than just website visits.  Some marketing companies can be blinded by a focus on only increasing your traffic or your search engine ranking.  We are interested in making your phone ring – and we will show you how to use search engine ranking to do it.  To see what’s missing from your online marketing campaign, give us a call today.

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