If Matt happens to read this post, he most probably will be interested to hear about the press release optimization that SubmitAWebsite.com offers. (He is the guru who taught me everything I know about sites, Search Engine Optimization and making money online). Writing an effective press release is not as simple back in the days before the world wide web became so prevalent. Originally, all you needed to do was write something with an attention grabbing headline, and not too wordy, and often good results would arise.
NOW, you really do need to spend a lot of time researching keywords, efficient submittal methods and SEO tips. As this sector of theory on the internet is constantly evolving, this task in itself can become a full time occupation. However, rather than either neglecting your own duties, or paying for a new member of staff, you can out source this work to the experts in this field - SubmitAWebsite.com.
They will ensure that your release garners attention, both from real world journalists, always on the look out for an interesting story, as well as the search engines - your #1 source for both new and repeat visitors to your site. There is a balance that needs to be achieved with keywords within your article - if you submit your own work, then you may find the sweet spot difficult to hit - too many keywords stuffed into a PR will look spammy, to search engines, news aggregators, and real life human beings. Having a keyword density not high enough is just as bad however, as your work will slip to the bottom of the pile (or lower in the search ranking, if we are talking about digital analysis of your press release, rather than just human eyes).
Anyway, if you would like a FREE consultation, give the site a visit, and see what they can do for you.