Write a keyword rich, contextually thematic headline.

• Your release headline is the most important line within your release and it must be keyword rich and express the
general theme of the release. Try to keep it to 80 characters or less, and put your most important keywords towards
the beginning of the headline.
• Your company name and headline will become your page title for the release. The Page Title is the name that the
search engine uses to identify your release as a Web page within its database and should therefore be extremely
relevant to the release message.
• If you need another line to further detail the theme of the release, use a sub-headline to do so, as this will also be
optimized. Utilize keywords in the first sentence of the initial paragraph and throughout the body content of the
release.
• The first sentence of the first paragraph of your release becomes the release description and therefore should describe
what the rest of the body content of the release is about.
• Search engines spider the first 300-500 words on a page. This is where your important terms should be located. If
your news release is long, make sure not to isolate important terms at the bottom of the document.
• Search engines will identify certain keywords that are used too often throughout any Web page as “SPAM;” do not
repeat your keyword phrases more than three times each for a release of approximately 250 words in length.
• Keywords should appear naturally, within the context of your news release. Trying to overload your document with
keywords—especially those that bear little relation to your topic—can actually make your news release less effective.