Keep ’em short
Want your release to get posted on Google News?
Make the headline 65 to 70 characters. That’s the best length if you want your news release to show up on the portal, according to a study by Schwartz Communications.
Despite Google’s preferences, 77 percent of the 16,000 Business Wired releases Schwartz reviewed for the study exceeded that recommendation. The study also found that:
- The average headline was 123 characters long.
- About 18 percent of releases had headlines of 65 characters or fewer.
- Some 2 percent of releases had headlines longer than 300 characters.
- One headline was longer than 1,000 characters.
One more reason to watch your character count: Most search engines display only the first 65 words of a web headline. Make yours longer, and it could be truncated in search results.
Sources: “Short rules: Most Press Release Headlines too Long for Google News,” BusinessWired, Oct. 26, 2010
“Why Your Release Might Not Make It In to Google News,” BusinessWired, March 24, 2010