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How SEO Marketing Is Leveraged and Used Through Press Releases

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.


All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:

1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…