The Keyword Balancing Act
Using keywords in your press releases will help target your prospective clients. However, just as Google’s search engine has penalized websites that overuse keywords, Google News has undergone some changes of its own. Over usage of keyphrases in press releases will not help your ranking in Google News and may actually hurt it.
Just like when optimizing a website, the general rule of thumb is 1 keyword per 100 words. A press release with 400 words can support the use of 4 keywords. Also, don’t always link the full keyphrase to your website. It helps to diversify your link portfolio by sometimes linking a keyword, sometimes your law firm’s name, and sometimes just your URL.
Always focus on making your news interesting first, and have keyword usage second. If you write a great news release and then have to insert a couple keywords, the end result is always better than writing a news piece around your keyphrases.
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