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Contrary to belief you do not need to have a major life changing news story

to write a press release. Many seem to believe that only major corporations

are allowed to write a press release, since they always have something big to

announce. There is plenty of room for small businesses, sole proprietors, and

even the average everyday web surfer to submit a press release and get

noticed.

A press release is defined as a public relations announcement issued to the

news media and targeted publications for the purpose of informing the public

of company developments. It's also described as a publicity tool. BINGO, the

latter is exactly what you'll be using your press release for, a PUBLICITY

TOOL! In years past, press releases were announced primarily in print,

television news stations and radio stations. Ever since the emergence of the

internet, it's now become much easier for users like you and me to submit a

press release and get TRAFFIC to our site within hours! Using the outlined

methods that will now follow, you can take the concept of writing a 300 word

press release and turn it into a money making machine for your business!

Before we dive into developing and submitting your press release, there is

some information you should know in regards to the search engines and their

traffic patterns. Currently there are three major outlets that you are

guaranteed to see a SWARM of traffic if your news story ever appeared on

their website. Below I've listed to you the top three outlets, along with their

traffic patterns. This data is courtesy of Alexa statistics before they made the

change to how their data is outputted. The following are ranked according to

traffic. Again, this information was taken in 2004, so the order of ranking

may have changed.

1. Yahoo. If your press release is seen on the news section of Yahoo, you are

guaranteed to see a swarm of traffic. The yahoo news section is located at

news.yahoo.com. Below you'll see statistics for Yahoo:

2. MSN. In many cases if your press release is showing on Yahoo, then there

is a good chance that it will filter down and appear on MSN as well as in their

news section. Below you'll see the statistics for MSN:

3. Google. This is the most popular search engine on the net currently. It's

not even a contest, when you compare Google's popularity to others such as

Lycos, Altavista or Teoma. Getting news listing on Google's news site is a

sure way to get an instant boost of traffic. Google news is located at

news.google.com. Below you'll see the statistics for Google.

Before you can even begin the writing of your press release, I would

recommend you start writing down the keywords that apply to the product or

service that you will be announcing. It's easy for you to sit down, and write

out a bunch of keywords that you "think" people would use to search for a

product/service related to the one you are announcing, but I rather go with

proven statistics.

1) Review the keyword selection process.

As a guideline, let's use the example that your press release is going to be

announcing that you are now launching your own recipe website with a

database full of thousands of recipes. Obviously your target market here is to

find the most popular but *targeted* keywords that deal with recipes.

You'll notice that the most popular keyword is the word "recipe" with a total

of over 200,000 searches each month. Obviously if your site shows within the

top ten with that keyword then you're one happy camper. Nevertheless, let's

not get ahead of ourselves. The words you want to focus on should be more

targeted. For instance, I mentioned earlier in the example that part of your

website would be dealing with "secret recipes". Since the majority of sites

that are ranking high on the search engine for the word "recipe" are more

established than your "new" site, it would be best to target a keyword with

less competition, *but* still responsive and targeted.

For this example I would recommend using the keyword "Top Secret Recipe".

This keyword receives well over 10,000 searches a month. In your press

release you would now focus on the keyword "Top Secret Recipe". This will

allow you to get highly targeted traffic, as well as still give you the possibility

of a future ranking for the keyword "recipe" as it's still a part of your

keyword.

Follow the example above for carefully selecting your keywords. It is

important that you use the tools I mentioned to get an idea of how many

searches are being done per month for a particular keyword. It's also crucial

that you do not focus on "One word keywords". Even though they would

bring in more traffic, the fact is that in many cases the traffic is less

targeted. The possibility of ranking high is very slim when using one word

keywords. It is better to rank high under multiple targeted keywords that

when combined can make your visitor counter go sky high!!

This is one of the most important aspects of your press release. A good title

is useful for the following two reasons:

1) Ensuring the search engine indexes the title of the press release with your

keyword included.

2) Catch the attention of the user immediately.

Let's go over point number one in more detail. When you are writing the title

of your press release, it is very important that the title contains the main

keyword you selected earlier. As in the example about the recipe site, your

headline title could be as follows:

This title ensures that your keyword is the first thing the search engine

spider reads concerning the content of the release. By ensuring that the

keyword is in your title, you've now increased your chances of being found in

the top ten results in the news section of the search engines. Obviously

that's not all it takes as you'll soon see as we go further in the process.

Point number two which discussed the aspect of grabbing the user's attention

has already been taken care of as well, based on how the title above is

written. If you read the title closely, it gives the user the idea that they are

about to learn a "secret" or receive information that very few have. This is

usually exciting for anyone, as we all like to know "secret" information. The

idea of throwing in the word "Famous Chefs" is a technique of bringing

credibility to the announcement as well. Unless you are a famous chef,

people would want to know where these "secret recipes" are being derived.

We will take this concept a step further when we go over the "body" aspect

of writing your press release.

On a side note, when writing your press release there is a small section

directly below the title that I like to call the "Press Release Summary". This is

about 2-4 lines of text describing what your press release is all about. This

section gives you the opportunity to key in on what I call your "Secondary

Keywords". Your title contained your "Primary Keyword". In the space for the

summary, you should include your "Secondary Keywords". Take note, you do

not list your keywords one after the next. That is called spamming and is

grounds for immediate rejection. Following along the example we've used

throughout this report, here's a summary that can be written for the recipe

site.

recipes, and drink recipes of famous chefs unveiled in an easy to follow book

that was just released!

Let's analyze this summary in a bit more detail. In this summary I've

included three more keywords to aid in your search engine ranking when

indexed. Can you pin-point those three keywords? The keywords are

restaurant recipes, food recipes, and drink recipes. These three new keyword

sets have now been added to the list of keywords we are focusing on, and

are called our "Secondary Keywords" as I mentioned prior. Hopefully you've

seen how I seamlessly integrated those keywords into the summary without

making it look like keyword spamming. Simply follow this guideline for

writing your title and summary and you'll do great!

It's been said before, when writing a press release you must identify the W

questions, which are (who, where, what, when and why). Each of these

questions should be answered in your press release for it to be fully effective.

Note: Do not ever use the words (I, we, our) in your press release. A press

release should always be written in the third person or from a neutral point

of view, clearly listing the facts. Remember that you are writing a "news"

story, therefore you cannot write it as if *you* are trying to sell the user

something. A press release is not an advertisement, and it should not be

written as one.

Your article should be approximately 300-500 words in length. I've written

press releases that have been 250 words in length and they have been

accepted, but as a general rule your release should be at least 300 words.

The body of your template, you need to consider as your "selling point". Yes,

I know before I stated it's not an advertisement, but if you are crafty at

creating a press release, you can create a "selling point" without being

blatant about it. In your body you should focus on the following:

1) What makes this service or product special?

2) What separates this service or product from the rest?

3) Website Link (this is to ensure that those looking for immediate info can

divert to your main site)

4) Conclusion that calls the user to action (to visit your site)

Here is the body text example for the recipe site we've been mentioning:

The fascination with restaurant quality recipes has taken a surge in

popularity recently with the emergence of "information leakage". Many

famous chefs who have worked at five star quality restaurants have now

unveiled many of the top secret restaurant recipes to the general public. The

mouth watering dishes that many treasure are now at their finger tips,

thanks to the chefs who have been so kind to release such information. This

information is now available at: http://www.recipelibrary.info

Within the past few months quite a few closely guarded recipes have now

become available to the average consumer. The incredible part of all this, is

that each recipe is usually formatted in great detail, with an easy to follow

step by step chart that allows anyone to whip up famous delicacies right from

their kitchen.

The top secret restaurant recipes of famous restaurants such as Hard Rock

Cafe, The Cheesecake Factory, Red Lobster, and even fast food outlets such

as McDonald's and KFC are now widely available. Are the owners of these

restaurants happy about this leakage of information? Probably not, but at

this time the recipes are sweeping the internet at a feverish pace.

The website www.recipelibrary.info offers many free recipes in a variety of

categories. It also highlights "America's Most Wanted Recipes" which deals

primarily with the secret recipes of famous chefs. A strategic partnership with

"America's Most Wanted Recipes" allows anyone to get access to hundreds of

the most sought after recipes in the world. You can visit the website below

for complete information.

Contact website for more information: http://www.recipelibrary.info

The above press release gives the user enough information about what they

can find on the site. It also gives them the opportunity to visit your site

multiple times within the press release, by having the link prominently

displayed. Finally, it also expands upon the point of the "Secret Recipe"

announcement which is our main selling point for this press release.

It is important that links are placed to your website within the actual body of

the press release. When the search engine spiders the news release, it will

index the links on the page as well. Therefore your website can get spidered

and indexed quickly due to the link being included in the release.

I would recommend ensuring that your link appears at least 3 times on the

press release. Please do *not* over do it by placing too many links. I would

say three cleverly placed links within the release would be satisfactory. Some

users have taken this a step further and actually included a link within the

summary. I do think this is a good idea as it gives the person the opportunity

to click off to your site immediately, which is the goal.

It can also speed up the process if your site has side links that you want

attention drawn to. For instance all three links do not have to be pointing to

the home page. You can have one or two of the links as actual sub-pages

from within the site as well. This way you can get those pages spidered

quickly.

that you proof-read your article several times prior to submission. A badly

written press release can receive lots of views, but very few taking the time

to visit your site because of the grammar errors.

that when you write your release that you excite the user and deliver exactly

as promised in regards to the content. Do not have a title that misrepresents

what you are offering in the body of the press release.

commercial. A press release is a news related item. Do not try to pitch sales

within the press release; always present the information as news related.

comments that seem far from the truth. Your press release must sound

believable or it will be ignored. Do not fill your press release with hype and

exaggerated statements that cannot be backed up.

personal. Every press release is made public; therefore if you post your email

address within the press release you are subjecting yourself to the ever

unfortunate spam offers.

their press release. Always include your website link, as more than likely it's

what you are trying to promote :)

Here is the *full* layout of the press release, headline, summary & body.

Within the past few months quite a few closely guarded recipes have now

become available to the average consumer. The incredible part of all this, is

that each recipe is usually formatted in great detail, with an easy to follow

step by step chart that allows anyone to whip up famous delicacies right from

their kitchen.

The top secret restaurant recipes of famous restaurants such as Hard Rock

Cafe, The Cheesecake Factory, Red Lobster, and even fast food outlets such

as McDonald's and KFC are now widely available. Are the owners of these

restaurants happy about this leakage of information? Probably not, but at

this time the recipes are sweeping the internet at a feverish pace.

categories. It also highlights "America's Most Wanted Recipes" which deals

primarily with the secret recipes of famous chefs. A strategic partnership with

"America's Most Wanted Recipes" allows anyone to get access to hundreds of

the most sought after recipes in the world. You can visit the website below

for complete information.

This method is *not* for everyone, but only for those who can afford to

spend a bit of money for extra exposure. Prweb.com ranks releases based on

donations. If you are confident in your release, and have a product or service

that you *know* can be a success, it maybe worth the investment to boost

your press release into the top ten of releases submitted for that particular

day.

This can be done by making a donation to Prweb. I've seen days where the

highest contribution is approximately $150-$250. That's a lot of money to

invest for some people, for others it is not. On most occasions a donation of

that size will guarantee you a top 3 position on their site and many other

sites in regards to the Press Releases that are released for that day. This will

give you an insurgent of traffic. If your press release donation is listed as

being one of the top 3 for that particular day, your released is then listed as

a FEATURED PRESS RELEASE! These releases are given high exposure, and

the page views are in the hundreds of thousands. You will soon notice from

my example that I will provide on the upcoming pages, that my release was

seen by over 100,000 people and it also allowed my website to be indexed by

the search engines quickly since PRweb.com is spidered regularly.

Your press release is also injected directly into the Inktomi database which

powers the Yahoo Search Engine, so in a matter of 24-48 hours your press

release is not only showing in the news section, but also the main search

index. If you have crafted your release as outlined earlier, you should see a

surge of traffic for the next few months.

NOTE: Please do not consider this as a recommendation for making a

donation. I am simply informing you of all the options you have available. It

is recommended that you submit free releases first to test the system, and

then upgrade if you see fit.

When submitting your press release, you can decide the day you want it

released for publishing. Usually it is set two days from the day you submit.

The actual time of day your Press Release is released depends on what time

of day you submitted it to PrWeb.com. The average time for releases is

approximately 12 am and it will be made available on Prweb.com and

possibly Emediawire.com if your release received a score of 4. Once it is

released on these two sites, it is then fed to media outlet websites all over

the country.

These outlets then decide if they are going to publish your article on their

website. If you have paid the $10 donation, you'll be able to see how many

outlets have picked up your release for publishing, along with how many

people have read it. If your article makes it on the Emediawire.com website,

then you are assured of placement on Yahoo News, MSN News, & Google

news. Each of these sites indexes your press release and makes it available

within their news search index the very same day it was submitted. Once

your article has made it to their news index, you can be assured that the

main search index will follow shortly afterwards. Within a few days of

publishing, you'll notice your press release being accessible within the main

search index of Google, Yahoo & MSN.

This is the key to your success, as it is important that your article is posted

within the main search results, so that you can receive highly qualified

search engine traffic. By association, the links posted within the press release

can expect a boost in PR ranking, and will be spidered by the search engines.

Research has also shown that they do appear in the index quicker than any

other method currently available on the internet.

As I mentioned the service I used is located at PrWeb.com. This site allows

you to submit your press release FREE! There is no charge to make the

announcement.

Registration is FREE:

https://console.prweb.com/prweb/register.php?languagecde=en

to get more exposure. An upgraded release starts at $30 for Google & Yahoo

Inclusion. In actuality the first donation price is $10, but that is to have the

ability to track the number of reads and the number of media outlets that

have indexed your release. I have always paid the $10 to at least have the

monitoring capabilities. It's a small price to pay to get real time stats of how

many people are reading your press release. This is always OPTIONAL; you

do not have to make a donation to get your release live or indexed.

Once you have filled out the simple forms, it will ask you at the very bottom

if you want to Save the Press Release. As soon as you do this, it will give you

a tracking number. This means that your press release has been submitted

successfully. Immediately below that it will then give you the option to

continue to make a donation. Always keep in mind, that once you have been

issued a tracking number that you do *not* have to continue to make a

payment.

donation, so you'll need to keep that in mind. If you want your release to

appear higher on their page and be easier seen and picked up by Google,

Yahoo & MSN, then you should make a donation. The reason I say this is

based on my statistical analysis. Prweb.com rates each press released

submitted. To be *GUARANTEED* inclusion in Google News and Yahoo News,

your press release *must* have a score of 4. I have been noticing that many

of my *FREE* submissions have been getting a score of 3 and not 4. For this

reason it may take more time for Google/Yahoo to spider your site or include

it in their news resource. It should be noted that even though your Press

Release receives a score of 3, and it doesn't appear in Google News, it still

has a strong possibility of appearing on Google's main search index within a

few days. Obviously for the extra security of guaranteed inclusion, it would

be best to make the donation.

I've included some screenshots below to show you the difference between an

upgraded release and a release that was not upgraded. This should give you

a basic idea of the traffic patterns for an upgraded release.

(Over period of two days, the $10 I submitted was to be able to view stats)

The above screen shot shows that I have had 7,138 people read my Press

Release, along with 32 websites picking up the article and adding it to their

news resource section.

submitted, paid $290)

The above screen shots shows that I have received 108,921 people who read

my Press Release, along with 1,376 websites who picked up the article and

added it to their news resource section. The major difference between this

listing and the one above is the contribution made. The $10 contribution,

entitled me to view stats only. While the donation of $290 guaranteed me a

spot on Google & Yahoo news distribution, along with being in the top ten of

all Press Releases for that day.

submit your article. There are others out there, but they do charge upwards

of $250 for submitting one release. That is *very* expensive, and for that

reason I choose not to list them here, as we are looking for affordable

advertising mediums. It is highly recommended that you use Prweb.com

because of the affordability, and the excellent relationship that they have

with Yahoo, MSN, and Google.

I have listed below another reputable press release site:

PR News Wire

http://www.prnewswire.com/

1) Ensure you write your press released based on the guidelines outlined.

2) Ensure you have proper linkage within the article.

3) Proof-read your article many times before submitting.

4) Submit your article to Prweb.com using the free account you registered. If

you have not yet registered please do so using the link below.

https://console.prweb.com/prweb/register.php?languagecde=en

5) Monitor the reads and pickups for your article with news resources.

6) Monitor for search engine pickup of your article (main search index).

7) Once indexed in main search engine, monitor for keyword sets.

8) Repeat this process for every press release written (submit new press

releases weekly).

9) In regards to submitting releases weekly, you'll need to ensure the article

is unique and touches on a different topic for each press release.