Web press releases are created for Web distribution rather than for any print media. They often are written to publicize websites or online services. Online press releases are written in the same general format as a print press release, but they usually contain links back to the site that is being promoted.
Press Release Format
The overall format of an online press release is a one-page document of about 400 words. Anything written for online consumption is best kept short and to the point to keep the interest of the online audience. Remember that people are searching for condensed information. Every word of an online press release must count.
Start with a paragraph about how the site/service/product is relevant. This is the newsworthy aspect that will bring in readers and interest news outlets. If the item being promoted can be tied in any way to a major, ongoing news story there is a better chance of the release getting noticed. If not, try to tie it into any major problem or concern that has been in the news over the past year. A product that is good for the environment can be tied into global warming. A service for rich people can be tied into the latest stories about economic trends.
After leading with the newsworthy element, go into more detail about the actual thing being promoted. Create at least two links to the site. These serve as both backlinks to boost the site's pagerank and as a way for potential customers to find the site quickly.
End with a few sentences about the company in question. This usually includes what year the company or website started and how someone at the company can be reached.
Optimized Press Releases
Using SEO techniques is just as important with online press releases as it is with web content articles. To find the best keywords to use, check with one of the many keyword tools available online. One of the most popular keyword tools is WordTracker. Simply type in the word that best describes what the press release is promoting. The keyword tool will come up with numerous words and phrases that are being actively searched for in search engines. Use those phrases liberally in the press release to optimize it for searches.
A well-written press release can get high-quality publicity from thousands of websites. If the information in the release is newsworthy and optimized, it will be of great interest to media outlets and will be easy to find for anyone who is seeking that information.
Related article: How to Submit a Web Press Release
