Optimizing a press release for the search engines includes professional keyword research, placing these keyword phrases strategically throughout the content of the release, and in the meta tags of the press release web page in order to show the search engines what the release is about.

If you are going to distribute a press release online via RSS feed, the press release contents will be displayed on many websites that get visited by search engines frequently.

If the search engine spiders are going to be crawling that site, it is a good idea to take advantage of this opportunity by placing well-researched keyword phrases into the press release for maximum search engine visibility.