[header] How to optimize a press release [title] Decide the overall goal of the press release. [step] This document should convince readers to do something, whether it is to go to your website, buy a ticket or read more. Pick your audience and brainstorm ways to make the story convincing to your target demographic. 
[title] Research and choose 3 keyword phrases. [step] You can look at the current keywords that are bringing the most traffic to your business, or what phrases are working best for your competitors.