Press releases have always
been a great tool to announce achievements, favorable industry or revenue
reports, new product launches or expansion into new market segments, to
concerned stakeholders. But a little-known fact is that a well-written,
effectively-distributed press release can also compound your web presence and
search engine rankings tremendously.
Google refreshes its search
algorithms almost on a daily basis but three of its most impactful changes have
been Panda updates (that cracked down on dubious backlink farming), Freshness
updates (preference for fresh, relevant content) and Social Signals (links with
relevant social channels).
An optimized press release
has bright chances of ranking high up on SERPs as it meets all the three
updates- it has authority backlinking, if distributed through paid channels
such as PR wire or Marketwire; it’s fresh as companies make releases when they
have latest, newsworthy information; and it has social proof by simultaneous
social sharing.
Tips to
improve search engine rankings through effective PRs
- Optimize for specific
keywords
Decide the keywords you
wish for your public release to rank for. Just like any of your promotional
tools such as blogs and website, press releases have potential to enhance your
visibility before search engines.
- Publish the PR on your
website
Have a dedicated page for publishing
the PR on your
website and optimize the page for the same keywords. Do remember to include the
keywords in the anchor text of the page. Don’t forget to backlink the PR to the
website and vice versa to direct traffic to your site.
- Share on social channels
As you publish the PR on
your website and through distribution channels, share it through your social
media accounts to create a buzz in those communities. Again, backlink to your
website. Conversely, have direct social handles in the PR so that readers can
tweet, share or pin it in their accounts.
- Create a follow-up blog or video
Publish a blog or video
post as a follow up to the press release. Make an announcement about it in
advance on your website or social accounts to keep interested readers engaged.
- Don’t be overtly promotional
Although press releases are
promotional in nature, you must avoid blatant self-promotion and keep the
content interesting, informative and insightful. Draft the content with
audience interest in mind. Include quotations from authority figures or
concerned third parties, in your press
release. If these
referrals have a substantial social following, backlink to them too. A point to
note is to not over-link; limit links to not more than three per PR. Proofread
the content thoroughly and keep it crisp, authentic, and error-free.
- Distribute through paid news
channels
PR Wire, Business Wire, and
Marketwire are trusted news channels that can garner your press release maximum
exposure and again strengthen your backlink gameplay. Google, Yahoo, Bing and
other search engines view PRs published through these websites as more
click-worthy.
- Don’t over publish
Publish press releases only
when you have something truly worth communicating. Companies that cry wolf at
the drop of a hat attract dismal public attention and also look suspicious to
search engines.
- Manage publication strategically
Since you have more control
over the release timing of your PR, time smartly to coincide with other related
developments to attract even more eyeballs. Press releases are extremely
effective in getting new eyes on your business.
- Follow prescribed format
Press release formats
remain largely unchanged. Keep the heading under 22 characters and word length
to 600 words (about two pages in standard font size). Include two or three
keywords in the heading, sub-heading and introductory paragraph. Rich media
such as video clippings can also soar your press release search ranking and
share-worthiness.
- Ditch the hard copy
The days of writing paper
press releases are definitely gone. Mailing to editors, journalists, and
publishers or distributing using PR channels is the way forward. When sending a
PR as a mail attachment, keep in mind that editors and news reporters are
looking for engaging news and hard-hitting stories. Make things easy for them
by writing crisp copy that talks about your story and news and include some
high-definition images and verifiable quotes that make for a good read.
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