Every day, thousands of press releases are published online, but most of them get little attention. Why?
Because they aren’t optimized for the people who are actually searching for that news. A press release that doesn’t reach the right audience is like sending a message in a bottle, you hope someone finds it, but most never will.
By using relevant keywords for press releases effectively, you can reach the right audience, improve visibility on search engines, and drive meaningful traffic to your website.
In this guide, you’ll learn step-by-step how to choose the right keywords for press release, place them naturally in your content, and optimize your press release for SEO without losing clarity or readability.
Key Highlights
-
Keyword research ensures your press release matches what your audience is searching for.
-
Including your main keyword in the headline, first paragraph, and subheadings improves visibility and readability.
-
Optimizing links, images, and meta descriptions helps your release perform better in search results.
-
Avoiding keyword stuffing keeps your release readable and journalist-friendly.
-
Tracking performance after distribution helps refine your strategy for future releases.
How to Find the Right Keywords for Your Press Release?
Start by researching the words and phrases your audience is actually searching for. Using keywords in press releases helps your news reach the right readers and improves SEO visibility.
Start with keyword research
Begin by listing words or phrases related to your news. Use free or paid tools like Google Keyword Planner, Ubersuggest, Ahrefs, or SEMrush to discover keywords your audience searches for.
Focus on what your audience wants
Think like your reader: what would they type into Google to find this news? For example, if you are announcing a new eco-friendly water bottle, people might search for “sustainable water bottle launch” rather than just “water bottle.”
Look for long-tail keywords
Long-tail keywords are longer, more specific phrases, like “affordable reusable water bottle for office use.” They are less competitive, easier to rank for, and attract people who are more likely to engage.
Group keywords logically
Organize your keywords into:
-
Primary keyword: the main phrase you want to rank for
-
Secondary keywords: related terms that support your topic
-
Supporting phrases: variations or synonyms to naturally include throughout your content
You Might Like: LinkedIn Press Release SEO
How to Place Keywords Naturally in Your Press Release?
Include your primary keyword in the headline and use secondary keywords in subheadings. This makes your press release clear for both readers and search engines while keeping it engaging.
Include keywords in the headline and subheadings
Your headline should feature your main keyword near the beginning. Subheadings can use secondary keywords. This makes it clear to both readers and search engines what your release is about.
Use the inverted pyramid style
Place the most important information first: who, what, where, when, why, and how. Include your primary keyword in the first 100 words. This helps search engines and readers immediately understand the topic.
Write for readers first
Your press release should be clear and engaging. Don’t force keywords where they don’t belong. Use synonyms and natural language to keep it readable.
Sprinkle supporting keywords throughout the body
Include secondary keywords in context, but keep the writing smooth. Use bullet points or short paragraphs for easy scanning.
Also Read: Press Release Distribution: Everything You Need To Know
How to Optimize Technical Elements for SEO?
Sprinkle your primary and secondary keywords naturally in the body, links, and image alt text. Proper use of keywords in press releases ensures the content is reader-friendly and SEO-optimized.
Use descriptive links carefully
Include 1–2 links to relevant pages, like your product page or event registration. Anchor text should describe the page naturally—avoid keyword stuffing.
Optimize images
Name image files with relevant keywords (e.g., “eco-water-bottle-launch.jpg”) and include alt text describing the image. This improves visibility on Google Images.
Meta title and description
Ensure your web page’s meta title is under 60 characters and includes your main keyword. Keep the meta description under 160 characters and make it compelling for clicks.
Keep keyword density natural
Instead of targeting an exact percentage, focus on using keywords smoothly throughout your content. Prioritize clarity and readability.
How to Review, Publish, and Distribute Your Press Release?
Before publishing, check that your keywords flow naturally and your press release is easy to read. Tracking which keywords in press releases perform best helps improve future SEO and audience reach.
-
Proofread your press release to check grammar, flow, and keyword placement.
-
Choose the right distribution channels, such as reputable newswire services, to reach journalists and audiences.
-
Track results using tools like Google Search Console to see which keywords are performing and where traffic is coming from.
Common Mistakes to Avoid When Using Keywords in Press Releases
Using keywords incorrectly can hurt both SEO and readability. Avoid these common keywords mistakes in press releases:
-
Keyword stuffing: Using a keyword too many times makes your content hard to read and can hurt SEO.
-
Using overly broad keywords: Words like “technology” or “product” are too general and hard to rank for.
-
Ignoring long-tail keywords: Missing specific search phrases means losing opportunities for targeted traffic.
-
Writing clickbait headlines: Headlines should be clear and descriptive, not misleading or over-promotional.
-
Over-linking or spammy links: Too many links or irrelevant anchor text reduces credibility.
-
Ignoring images and metadata: Missing alt text or meta description leaves potential SEO benefits on the table.
Example of Keyword Placement in a Press Release
Now that you've learned the steps for keyword research, placement, and technical optimization, seeing a real-world example helps bring the process together.
Below, we illustrate how to apply your primary and secondary keywords naturally and effectively across the critical parts of your press release.
Headline: “Company X Launches Sustainable Eco-Friendly Water Bottle for Health-Conscious Consumers”
Opening Paragraph: Include the primary keyword naturally while summarizing the news:
Company X today announced the launch of its new sustainable eco-friendly water bottle, designed to reduce plastic waste while providing a convenient hydration solution for everyday use.
Body: Use secondary keywords in subheadings and bullet points:
- Eco-friendly water bottle launch highlights
- Benefits of reusable bottles in 2025
- How Company X promotes sustainability
Boilerplate: End with a sentence mentioning the primary keyword again naturally:
Company X is committed to innovation and sustainability, and the launch of its eco-friendly water bottle reflects its mission to create environmentally conscious products.
Conclusion: Make Keywords Work for Both SEO and Readers
Optimizing a press release for SEO is not only sprinkling keywords, it is about making your announcement clear, relevant, and discoverable. By carefully selecting your target keywords, placing them naturally in your headline, intro, and body, and structuring your content in a reader-friendly way, you ensure your news reaches both journalists and your audience.
Remember, every press release is an opportunity to strengthen your brand, generate media coverage, and drive meaningful traffic to your website. By following these SEO best practices consistently, each announcement can perform better than the last, helping your business stay visible, credible, and ahead in search results.
Frequently Asked Questions
What is press release SEO?
It is the process of optimizing your press release to be discoverable by search engines and reach the right audience.
How many keywords should I use in a press release?
Focus on one primary keyword and a few secondary or supporting phrases. Quality matters more than quantity.
Can a press release help my website ranking?
Yes, if it is picked up by authoritative sites, includes relevant keywords, and is shared effectively, it can improve traffic and credibility.
Should I use long-tail keywords?
Yes, long-tail keywords are specific, easier to rank for, and attract more interested readers.
Does press release help in SEO?
Yes, a well-optimized press release helps in SEO by generating brand mentions, acquiring relevant backlinks from high-authority news sites, driving targeted referral traffic, and improving visibility for specific search queries.
What are the ranking factors in Press release SEO?
The main ranking factors are generally indirect but critical:
- Quality Backlinks: When journalists or reputable news outlets cover your story and link to your website.
- Brand Mentions: Google looks for high-quality, non-linked mentions of your brand name across the web.
- Keyword Optimization: Including your primary keyword naturally in the headline, first paragraph, and metadata.
- Content Quality/Newsworthiness: The content must be clear, compelling, and actually newsworthy for it to be picked up and shared.
- Distribution Authority: Distributing the release through highly authoritative, well-indexed platforms.
What is the best press release service for SEO?
There is no single "best" provider, as the ideal service depends on your budget, target audience, and goals. There are many reputable press release service providers in the industry, such as PR Newswire, PRWeb, EIN Presswire, and eReleases, but EasyPr is also one of the reliable options available for distribution and SEO enhancement.
