This document should convince readers to do something, whether it is to go to your website, buy a ticket or read more. Pick your audience and brainstorm ways to make the story convincing to your target demographic.;
, You can look at the current keywords that are bringing the most traffic to your business, or what phrases are working best for your competitors. Go to WordTracker's or Google AdWords' free keyword tool sites, if you are unsure of what keywords to use.
 The digital distribution of press releases creates an opportunity to expand what you can tell your audience. By creating a professional-quality video, you create the opportunity to tell your audience more about your news for 30 seconds to a few minutes in a more compelling medium.
 A good quality picture can increase the likelihood of press release use by 15 to 25 percent. Choosing up to 3 images may also increase your ranking and encourage bloggers and news agencies to pick up the story.


Use the alt-tag when you post your image on the press release URL. This is the alternative image attribute that appears for non-visual users. Write a concise description with keywords, and your image will be more likely to be picked up by image search engines. Ask your web programmer if you do not how to do this.
 Google News and other engines do not list stories when the URL changes every week. Choose a simple URL with a keyword in it that is easy to navigate to from your home page, and post the press release there.
Decide the overall goal of the press release.
Research and choose 3 keyword phrases.
Consider creating a video to include in your release.
Choose a high-quality image to help your release rank highly on image searches.
Secure a URL that will not change.
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