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Considering how focused PR people are with having a ’social media strategy,’ I’m still a little surprised when I see press releases online that aren’t optimized for the web. Come on people — it’s not that hard! The first and easiest thing to do is to embed links in the body of your press release. Pick out the key phrases in your press release — your company’s name, what you do, the name of the CEO or whoever is quoted — and turn them into links. Here’s an example of a release I did this week using this strategy for a company called CrossLoop, which offers a free desktop sharing software tool. by Jon Greer
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If you search Google for the phrase, "press release optimization" you'll find good articles on this topic as well.