It is quite easy to get advice on how to write a decent press release, from what to do with the first 100 words to best practices for your boilerplate.

It is harder however, to find the secrets to optimising your press releases for online distribution.

So we decided to share 10 suggestions from our experience in advising clients on how to get greater mileage from their PR efforts here:

1. Ensure your keywords are also found in the ‘less visible’ areas of your online press release. These include the title tag, the domain, image names etc. Remember to include tags for your press release.
2. Include HTML links in the body of your press release to relevant pages of your website. This helps drive traffic deeper into your site.
3. Blog or tweet about the contents within your press release. Include a link to the press release.
4. Reach out to niche twitter or LinkedIn communities with press releases that are highly relevant to them.
5. Consider paid Google ads for press releases that are of significant importance.
6. Contact bloggers who’d be interested in your story and request a link to your press release.
7. Create a video that ties in with the contents of your press release. This could include your CEO or business partner announcing the news in the release. Put it up on your website or youtube with a link back to the press release.
8. Encourage people to subscribe to RSS feeds of your press releases.
9. Ask your business partners to help announce your press release, with a link to the contents.
10. Last but not least, there are also dozens of free sites out there where you can distribute your press release and generate more incoming links. Here are just some examples below.

Some of these tips may not be applicable for every type of press release but they do serve as a good starting point.

Good luck!