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Writing press releases for the Internet is a slightly different process than writing in the ‘traditional’ fashion. This type of copy has a focus on SEO, or search engine optimization, and you’ll need to be cognizant of this fact throughout the submission process of your ‘for-web’ press release.
The basic ‘rules’ of press releases remain true in this kind of copy. You’ll want to be sure to keep your writing brief and to the point, and to include reasons why the reader should care about what you’re trying to promote.
SEO press releases do include some important content that ‘traditional’ releases don’t, however, including weblinks, keywords, tags and more.
Many writers enjoy the fact that most press releases written for an online audience can generate free publicity, through search engines, special search engine features like those on Google News or Yahoo! News, backlinks and websites such as BusinessWire, PR Newswire, Marketwire, PR Web, and others.
Today’s online press releases are increasingly using multimedia content like videos, interactive features and so on, along with text-based information.
Online press releases should not be dated, and every effort should be made when writing them to include information which is ‘evergreen,’ or can at least remain relevant for longer than a few weeks’ time. This is done for readers who may ‘stumble upon’ your content, and to ensure a webpage which has been ‘cached’ will not be promoting out of date content.