What is an "SEO Press Release?"
An SEO press release or 'search engine optimized' press release is first and foremost a way to deliver news of new events taking place within your company. However, it is written in such a way that it will rank well in the search engines for your keywords and provide your website with important backlinks that will also help boost it's position in the search engine rankings.

Why Optimizing Throughout the Press Release is so Important ?
Search engines will pick out parts of the press release that include the searched keywords to use as the summary in the search engine results