'Optimise the first 250 words of a press release'

05/11/2008

Experts in the search marketing industry have advised companies sending out press releases to ensure that search engine optimisation techniques are employed in the first 250 words.

According to Sarah Evans, director of communications at Elgin Community College, Illinois, this is the time the readers interest will be lost if the content is not interesting, reports Mashable.com.

She said that press releases should be "clickable", a term she explains means that people should want to click on the release to read more.

Ms Evans said that using anchor links, hotlinking important words and phrases, and using keywords can help make the opening sections more appealing.

She also advises that firms avoid using "jargon" as this may turn customers off the product or services or frustrate them enough to stop reading.

In related news, Jennifer Schiff of ecommerce-guide.com said that with a likely decline in Christmas spending this year, now may be the ideal time to optimise websites to make the most of what custom is available.