As many of us know, link building is probably one of the most, if not THE most, important steps for building natural search rankings. Getting links from quality sites is often harder then it seems. Even when the link is obtained it often does not include the right keywords appropriate for quality rankings. Not only is it necessary to convince someone to link to you, but they need to use the appropriate search friendly terms and link.

“Hey, instead of my company name, can you just put these keywords in the link instead”, does not always go over well with reputable and quality sites. However, creating your own links on quality sites is possible through online press releases. These online press releases are distributed to news sites through RSS feeds, and various other formats.

Today’s press releases are much different than the older style of press releases. The current system has changed the way press releases are processed, read and distributed. Unlike the older press release system, press releases are not just going to a handful of journalists. Today’s online press releases are going to RSS feeds, search engines, social tagging sites, news feeds, as well as traditional journalism outlets.

Although these press releases do get picked up and read by various new sources, the long term affect of a press release is much more important. Because there is complete control of the link and the keywords associated with the link, press releases are the best form of link building available.

Below are a few tips and suggestions for creating great online press releases.

• Do not promote your company

Although not always an easy task, the purpose of online press release is clearly not a promotion. The main goal of a press release: To increase search engine rankings. To increase rankings, we need to get as many media outlets and websites to pick up these press releases as possible. This is done through good stories and information. Editors do not want commercials; they want valuable information that will interest their readers

The financial benefit of the press release will come later, when users begin their search within Google and your site comes up high.

• Write from a third person point of view.

Press Releases are published on various news websites and in some cases off-line media. It is best to view the press releases from the reader’s point of view. Do not use the following words: us, we, and you.

• Timing of Press Releases

To maintain at the top of the list of search engines and awareness with news websites, I recommend at least two press releases per month. Ideally, press releases need to be sent four to eight weeks before the event.

• Add targeted keywords to press release

Whenever possible, fill the press release with targeted search keywords. I have found it easier to add keywords after the press release is written. Ideally, the closer to the keyword is to the top of the press release, the better. Keep the reader in mind first, not the search engines. If it does not read well with a specific keyword, then do not include it. Use words that your customers use. More importantly, use words that they use in search engines.