Include Magnetic Keywords in Your Headline

An engaging, keyword-rich headline will do more for a press release's online visibility than most anything else. When it appears in the search results, the headline needs to demonstrate unequivocally to the reader whether the information in the press release is relevant to his interests or not. The keywords placed in the headline are also a big part of why the search engines will include your headline in their search results in the first place. Use the same keywords that your audience will use when searching to present yourself to this prospective audience.