Avoiding repetitive copy in online press releases can boost search engine optimisation (SEO), new research reveals.

According to a report by Enhanced Online News (EON), content that is "overly repetitive, spammy or unreadable" could cause companies to fall in search result rankings, reports DM News.

EON also claimed that advertisers should: "Provide tips, advice, or analysis in your press release that is relevant to your industry or your customers' interests".

"Search engines are more likely to include releases that are honestly useful in their results", the report added.

The report added that the use of hyperlinks and emphasised text, such as headlines and subheadings, can help press releases stand out and have a positive impact on search engine rankings.

However, by "overdoing" it, marketers could find their release branded as spam, which could damage search engine scores.

Writing on Promotion World earlier this week, Todd Miechiels claimed that "disciplined and consistent" use of internet press releases can "fuel" companies' SEO campaigns.