Recommended: Click here to run a Free driver update scan »
By John Bowie / News Release Service Owner & Publisher
Writing for machines may seem a strange way to proceed with the preparation of apress release - but it is one component to writing a successful press release thatcan result in a massive PR-payoff.
There are certain basics that anyone wanting to achieve high search engine rankingsneed to fulfil. But there is also one secret component that many search engineoptimizers forget when preparing their releases - of which, more later.
First, let's consider what you must do to optimize your news release? The answer istwo words: Key Words.
Key words are the essential words that your clients or customers will use to findyou - or your competitor. They are the search terms, the words that describe theproduct or service you offer. They are also something else: Gold in the righthands.
Let's say the media are looking for your business. What is the word or search termthey would use?Ask yourself (and your staff, friends and customers) what they use to find a productor service like yours. Do they search under your brand, or your service/producttype, or generically in some manner? Do they search using geographical factors?
Are these issues that you have seriously considered? Have you tried to 'break down'your business into a few, critical key words?
There are a number of useful tools available that can help your search - Googlesearch terms, Overture's search tool, Wordtracker and others - but you can simplysearch the major search engines to find what words surfers are using to find yourbusiness.
Then work out what others, like the media, would use to find your business. It maybe a different set of words or word. For instance, your business in auto repairsmight use that term by customers, but media interest may be more focused on a searchterm like 'auto repair service provider' or 'auto services'. You need to check andfind out the key words that your target audience is using to find you.
Once you've located the 'gold', you need to mine it. You need to use those words inyour company reports, company statements, announcements and - of course - pressreleases. Focus just on a few key words so as to not lose the momentum and impactthat they create. But use them in your content and, where possible, hotlink them toyour content.
When search engine  spiders hunt for text items and key words they particularlylike links to the words you have used, rather than to something that could meananything - such as a generalized link to an information service.
There's lots more to this, but the first step for anyone writing for search enginesis to hunt down those key words. And mine them.
And the secret? Well, it's like this. Writing using key words is writing for thesearch engine spiders who place your item into the engines - which in turn permitsyour business to increase its exposure. But then what? You need to convert surfersinto clients or customers.
How do you best do that? Obviously if your business is providing the requiredproduct or service you're ahead of the game, but in a competitive marketplace youhave to be noticed as well. You need to  engage the Web surfer with your content. Infusing your copy with key words is fundamental. But so too is writing in a mannerthat will engage with the reader in a way that they want to use your product orservice. Get emotional (without being sappy) about your product, service orbusiness. Build in humor and humanity, whenever appropriate. If you seem to be areal person, rather than a robotic, PR type writing for machines then you may getthe rankings, but you won't get the business Go to it. Get emotional. And use the right words.
 2006 John Bowie founded www.LawFuel.com the legal news network and one of the largestlaw news release websites on the Net. He is a partner of PRWeb the optimized webpress release service, available discounted through the www.lawfuel.com website. Healso writes and publishes for the Web and elsewhere.
Read http://pressreleaseinsider.blo gspot.com
