Search engines read from the top down just like people do, and information at the top of a press
release has the most importance. If you don’t use keywords in your headlines, then you can lose
really important real estate.
Clear writing, writing from the top down, including important information at the top of the press
release, and writing in a natural style are all important to search engines, too. These are the same
strategies that work to make content both people-friendly and search engine friendly.
One more mistake that some people make is to try to write a press release to appeal to everyone,
and that just doesn’t work. It’s not search engine friendly and so is not meaningful to SEO. Focusing
your message is the better practice, from both the SEO and news writing standpoints.
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