By Ben Austin, MD of Digital Marketing Agency SEO Positive

Press release distribution sites are constantly being adopted by online marketers up and down the country as part of their SEO strategies and it’s not hard to see why.

As well as being one of the more affordable approaches, web masters are likely to see their work ranking highly within Google’s search pages.

However, this is only half the battle won, you still need to persuade people to read it and in order to do that you need an interesting well written press release:

•Keep your title concise. Probably the most important advice to remember is that short headings work best. When briefly scanning a page a web user is not likely to spend time reading through long waffling titles. Think about how your title will appear to your audience on a webpage before you submit it.

•Consider mobile users. Mobile search accounts for an increasingly large percentage of the market so it is important to make sure your work translates well to this platform. Again this is where short, succinct headings work well, with limited screen space available.

•Be creative…. When listed alongside a multitude of other press releases you need to do something to make yours stand out. Catchy phrases, a play on words or a snappy title are more likely to draw people towards you.

•Keep capitals and exclamation marks to a minimum. Nothing screams desperation louder than SHOUTING, and nothing looks more spammy than a line of exclamation marks!!!! If your release has to resort to these tactics to be appealing than you may be best off re-writing it.

•Make it visually appealing. As we know, internet users are notoriously impatient, so breaking up your text with images not only makes it easier to read, but keeps your audience captivated for longer. Including your company’s logo is also a good way of spreading awareness of your brand. If you want to really modernise your approach you could also include infographics, an increasingly popular trend amongst online businesses and a more interesting way to explain your point.

•With some press release distribution services, it is also possible to include videos. These videos could vary from demonstrating how your products work, to displaying a member of staff hosting a presentation. As long as you believe your video could enhance your readers’ experience it is worth including.

•Adjust your language. Traditionally press releases were written very formally, with language often stilted by keywords and industry jargon. Now Google’s algorithms have evolved to such an extent to understand context, it is time to take advantage of this. Write for your audience rather than the search engines, and aim to entertain as well as educate and there’s a good chance you’ll be rewarded in the rankings.

•Share your content socially. Another way to make your press releases relevant to 2012 is to post, share and tweet about them within your social media networks. If you’ve followed the steps so far to produce the perfect modernised press release, make sure you promote this throughout your platforms.

This article originally appeared on Techbubbles, for more great articles about all things business technology click here.