Press Release Tip 66

Best tools for keyword research

Determining exactly which keywords people use to find you, and which keywords to use in your press release, can be tricky. When I first created this course, I suggested a variety of keyword research tools which proved too complicated for beginners.

In this updated version, I’m suggesting only two: Google Analytics and the Google Keyword Planner (formerly Google Keyword Tool).

Google Analytics

This is a piece of tracking code your webmaster can place at your website. It collects data on how many people visit your site, which websites they’re coming from, pages they arrive on, how long they stay, and how they interact with you. It also shows which keywords they’re typing into Google to find you. Sign up for Google Analytics here.

Shortly after I created my website, I had assumed that most people who needed information on how to write press releases were typing “how to write news releases” into the search engines. My data showed me, however, that at least four times as many people were using the phrase “how to write press releases.” A press release and a news release are the same thing.  That data convinced me to stop writing about news releases and instead write about press releases.

Google Analytics can be intimidating. That’s why the Monster Insights Blog has created an excellent tutorial on “How Does Google Analytics Work?” (Beginner’s Guide).

Google Keyword Planner

Most webmasters and SEO experts rank this tool at the top of their list. The Keyword Planner is used by people who want to buy Google pay-per-click ads. But you can use it even if you don’t want to buy an ad. 

Brian Dean of Backlinko has created a helpful guide on “How to Use Keyword Planner in 2019.”

If you’re still intimidated by all this data, Mickie Kennedy of eReleases.com suggests a four-part process for Choosing the Right Keywords for Your Press Release, starting with brainstorming keywords and phrases related to your news.  

He has written four excellent ebooks and a helpful checklist that go into more depth on how to write press releases and hone your PR skills. You can access them all using this affiliate link.  

Opportunity #66 to write a press release: Recruitment and retention tactics

In today’s tough labor market, companies are using a variety of creative ways to attract and keep valuable employees. Write a press release about some of your most unusual or successful ideas and why they worked. Quote a few employees.  Share on social media. This can get you far more attention than a paid “Help Wanted” ad.

Next:  No media attention but great results for this release.