Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

Nowhere are the conflicting goals of general vs. SEO press releases more apparent than in headlines. If you have an easy-to-incorporate key phrase, great! Make sure you use it in your headline.

If you have an awkward key phrase, you'll have to use common sense and compromise. Whether or not you incorporate the key phrase in your headline will depend on several things, including:

  • Just how awkward is the key phrase?
  • Do you have a great headline without the key phrase?
  • What's the primary purpose of the press release? To reach readers or the search engines?
  • Apart from the headline, how well is the press release optimized for your key phrase?

Don't give up too easily though. There is an alternate method that usually works: “Splitting” your headline.

Simply break up your headline into two parts. Start with your punchy opening, then expand with text that includes your key phrase. In effect, you're creating a headline and subhead in one line and separating them with punctuation.

For example, if your key phrase is the clumsy and dull “search for new condos in Las Vegas” you could incorporate something very similar in your headline while still getting attention with something like:

Strip Search: The Bare Facts about Finding New Condos in Las Vegas

Next week: The most common reasons press releases are rejected by editors… and how to ensure yours are accepted.

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Analytics Rising Logo

FREE VIRTUAL EVENT

October 14

Practical Strategies Delivered By Top Minds in Digital Marketing

Register for #AnalyticsRising and get a Starbucks Gift Card when you share the news.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Success! Thank you
for reaching out.