A release whose title and content are written
with web searchers in mind has a big advantage and can help steer readers / potential supporters interested in your subject to your site, where you can capture them.
Not exact matches
When a
searcher types in one of these phrases, a «search engine results page» (aka SERP) is returned
with a list of
Web sites that the search engine has decided best fits that phrase.
That's different from Google's pay - per - click ads, where businesses pay when a
web searcher engages
with an ad by visiting the website or calling the business.