Combining search engine optimisation (SEO) techniques with online press releases is a "proven commodity" for companies looking to increase traffic to their websites, according to one expert.

Writing on Marketing Pilgrim, John Ellis claims that by utilising keywords and generating links, advertisers can boost the search results of their releases.

Mr Ellis suggested that link building is the most "important feature of press releases" and keeping keyword links short and search-friendly is an ideal way to improve SEO.

However, he warned against using more than one link for every 100 words as "any more than that and the press release looks like spam or a link farm".

Mr Ellis also recommended that companies write their press releases from a third-person perspective and suggested that readers should be able to access useful information on company websites which relates to the press release.

He added: "By containing interesting stories, your press release will make web editors happy which will ultimately affect that your position in the market."

Last month, a study by Enhanced Online News indicated that avoiding overly-repetitive copy in press releases can help companies increase their search rankings.