To widen your access and reach on the Web, it's important to optimize press releases and online content for media. Here are a few surefire tips:
• Think upward and to the left
• Optimize for people first, search engines next
• Use keywords in title, subhead and body
• Don’t obsess over keyword density
• For a 500-word release, use target keywords between two and four times
• Use keywords in links to company Web site (landing pages)
• Add media, including images, podcast, videos, PDFs and word documents
Source: Lee Odden, CEO, TopRanking Online Marketing