The difference between a well written article or press release and a poorly written one can have a huge outcome on readership and ultimately the level of success for the purpose in which they were written. How it is structured in terms of being SEO friendly is equally as important as the content it contains, as when you are writing promotional materials for your website, you are not only writing for people, but writing for “robots” too!
When I say robots, I refer to search engines and the algorithms that they use to determine relevance. You see, having a grammatically perfect article is all well and good, but what is the use of it if nobody can find it to read it.
Here are the ultimate tips to making your press release or article friendly to people AND robots.
Make sure your spelling, grammar and punctuation are PERFECT, if it’s unreadable then the audience will not get further than your first sentence and your chance to get links clicked and your point across has gone.
Keep it brief, but not too short. 300-500 words should be the optimum amount to say all you need and get in all the links you need seamlessly. If you can’t fit it into 500 then your subject is too broad, if you can’t stretch it to 300 then it’s probably not worth writing about.
Try and highlight 2 or 3 keywords/key phrases and try and group them together. This can be tough but for example using “watches”, “Casio watches” and “Casio G-Shock” shouldn’t be too difficult to fit in a paragraph.
Try to keep the density for each keyword/key phrase in each piece to somewhere between 1.5% and 2%. This is the optimum level for the “robots” to find your article according to the words you select as keywords.
Highlight your keywords with bold and try to start with a summary sentence that you can write in italics. Along with using bullet points (like these ones) this will allow people AND the “robots” to identify the sections that are most important allowing readers to skip to them and telling the search engines to use these terms in their algorithms.
Using pictures is good, as long as you have permission to use them. When you upload them, make sure you change the meta details for them to something relevant, it may be beneficial to use one of your key phrases/keywords in the meta tag or meta description.
Don’t pack your article full of links, one or two is plenty and make sure that if you can embed them into the text that you place them in relevant places. (E.g. in the sentence “...wearing designer watches means that...” the word “watches” which would be a keyword, has become the clickable link directing traffic back to http://www.thewatchhut.co.uk which has been embedded as the desired link by the author)
It should be pointed out too, that following these points and using them on pages of your website will also help them be recognised by Google and co when they are trawling for the most relevant pages. If you follow all of the above points then without fail, your article or press release will have a far greater chance of not only being prioritised by search engines, but being read by potential link clickers that will then land on your desired page. Ignoring these SIMPLE points will not only make it harder for your articles to be found, but it will also make them less likely to be read in full by potential link followers.
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ABOUT THE AUTHOR
Chris Derrer is the Blogger for The Watch Hut, which is the UK's largest watches website that sells over 8,000 different watches from more than 80 brands