Companies are increasingly incorporating search engine optimisation (SEO) methods into their press releases for online distribution, an internet news provider has claimed.

Daryl Willcox, chair of the Response Source news service, noted a trend towards online dissemination of press notices as firms recognise the potential to drive traffic to their own websites.

Meanwhile, SEO standards such as the number of external links leading to a website may be boosted by the regular publication of linked product announcements.

Mr Willcox said: "The ability to speak direct to your customers and drive them to your website is strategically important."

"It's a fantastic way of not only communicating with the media, but communicating direct with consumers too," he added.

Response Source includes support for embedded links with guidance on how its customers may add them to press releases.

The company adds that linking key phrases is of greater strategic significance than providing hypertext in the form of website addresses, which is carried out automatically.