–Use a sub-head. It’s one more place near the top of the release where you can stuff keywords.

–Include a call to action. Tell people exactly what you want them to do. Visit your website? Call for tickets? Come to your rally?

–Include links. So many people miss this opportunity to drive traffic back to their website.

I have a free tutorial called “89 ways to write powerful press releases.” It explains how to write them not only for humans, but for the search engine spiders. You can opt into the course at http://www.PublicityHound.com/pressreleasetips/art.htm