1) Ensuring the search engine indexes the title of the press release with your keywords included.

2) Catch the attention of the user immediately.

Let’s go over point number one in more detail. When you are writing the title of your press release, it is very important that the title contains the main keyword you selected earlier. As in the example about the recipe site, your headline title could be as follows:

Top Secret Recipes of Famous Chefs Revealed. ( when targeting keyword “Top Secret Recipes)

This title ensures that your keyword is the first thing the search engine spider reads concerning the content of the release. By ensuring that the keyword is in your title, you’ve now increased your chances of being found in the top ten results in the news section of the search engines. Obviously that’s not all it takes as you’ll soon see as we go further in the process.

Point number two which discussed the aspect of grabbing the user’s attention has already been taken care of as well, based on how the title above is written. If you read the title closely, it gives the user the idea that they are about to learn a “secret” or receive information that very few have. This is usually exciting for anyone, as we all like to know “secret” information. The idea of throwing in the word “Famous Chefs” is a technique of bringing credibility to the announcement as well. Unless you are a famous chef, people would want to know where these “secret recipes” are being derived. We will take this concept a step further when we go over the “body” aspect of writing your press release.

On a side note, when writing your press release there is a small section directly below the title that I like to call the “Press Release Summary“. This is about 2-4 lines of text describing what your press release is all about. This section gives you the opportunity to key in on what I call your “Secondary Keywords“. Your title contained your “Primary Keyword“. In the space for the summary, you should include your “Secondary Keywords”. Take note, you do not list your keywords one after the next. That is called spamming and is grounds for immediate rejection. Following along the example we’ve used throughout this report, here’s a summary that can be written for the recipe site.

Summary: Closely guarded restaurant recipes are now available. The food recipes, and drink recipes of famous chefs unveiled in an easy to follow book that was just released!

Let’s analyze this summary in a bit more detail. In this summary I’ve included three more keywords to aid in your search engine ranking when indexed. Can you pin-point those three keywords? The keywords are restaurant recipes, food recipes, and drink recipes. These three new keyword sets have now been added to the list of keywords we are focusing on, and are called our “Secondary Keywords” as I mentioned prior. Hopefully you’ve seen how I seamlessly integrated those keywords into the summary without making it look like keyword spamming. Simply follow this guideline for writing your title and summary and you’ll do great!