Beyond PR

Jan 04, 2013

Content We Love: Anna’s Linens Dreamy Headline

ContentWeLove“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

Dreamy Headlines and SEO

Dreams are powerful. They take us on great adventures, push us to great heights, and sometimes visit while we are sleeping. And if you’re anything like me, you’re also completely smitten with a little shut-eye. I love sleep!

Yet when I read the headline, “National Sleep Survey Pulls Back The Covers On How We Doze And Dream,” instantly I was wide awake.

Headline Nerd-Time:

  • Did you know that search engines only index the first 65 characters of a headline?
  • Did you know the headline is sometimes the only thing visible on a release?

This headline opens the information in a way that sparks your interest.

Remember the phrase growing up, “it’s not what you say, but how you say it“? Headlines 100% follow this rule. How so? By uncovering the story in a headline in a way that is pithy and interesting, you are inviting your audience to read the entire release! Which is the point of a press release— to tell your story!

Surveys are common. Chances are, you’ve completed a survey once or twice in your lifetime. So what happens to the results? If you’re Anna’s Linens, the choice is to publish the results in a fresh and SEO-friendly way.

“If you’re counting sheep at night, chances are you’re doing it on your side, in your pajamas, and between 10:00-11:00 on a Sunday night, according to a new national sleep survey conducted by the home furnishings retailer Anna’s Linens.”

Jargon. Modern language.
It’s not what you say, but how you say it.

Modern SEO (Search Engine Optimization) actually works against if your release is laden with complicated jargon meant for computers. Confused?

You get better results when you write for people.

People read your release (not computers), so how imperative is it to write in an easy-to-understand way. When a release is clearly not written for people, search engines actually respond the same way a person would: Zzzzzzzz.

Take a read of the survey. It is pithy, dynamic, insightful, and definitely not a snore. When you’re writing, keep SEO and headlines in mind. That will take a great press release from a pipe-dream to a reality.

*Writing your release and want more information on SEO? Keep these tips in mind: SEO Best Practices

Big thanks to Anna’s Linens for providing a great release for us all to read!

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on or on twitter

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