Updated on January 26th, 2019
Press releases can be a bit confusing, right? With the advent of internet era, their popularity skyrocketed, only to plummet when big search engines started penalizing news vendors and sites that used hundreds, if not thousands of links pointing to press releases.
Still, the situation with press releases and SEO is not that grim, and when it’s done properly it can benefit your SEO ranking and thus your business. It doesn’t matter if you’ve done the press release yourself or you’ve used a pro copywriting service – as long as it’s good! So, before we delve deeper into the depths of SEO magic slash press releases, we need to get some facts straight.
What’s A Press Release?
Press releases were invented as a tool for companies to reach out to journalists and media companies – back in the days of old. Of course, the internet brought us many good things, but information overload we’re all facing isn’t exactly one of the prime benefits of World Wide Web.
Many companies and businesses use so-called “empty” press releases to try to get more links and better SEO ranking, only to be left in the dust, scratching their heads and wondering what happened.
Why It’s Ineffectual For SEO?
So, what happened? To make the long story short, Google realized that a high number of press release links amounts to nothing and that those links are actually worthless in terms of actual ranking, so they started penalizing them.
That resulted in news companies using the so-called “no follow” links – links which aren’t counted towards your SEO score. What a conundrum: you still need to publish a press release every now and then, but it won’t help your SEO!
Moderation Is The Key
One should always keep that old expression close to heart – quality over quantity. Instead of publishing a dozen press releases every month (of which maybe 10% will get read and published), focus on giving the news companies something relevant and important, something that’s really news about your company or product.
Perhaps you’re launching a new product line, or you’re offering new services? That should be in your press release. Self-praises about your great working environment or excellent employee benefits aren’t newsworthy material.
Think of it as a chocolate cake: one or two slices (links, in this care) are great, but having the whole cake would be bad. In this case, you can’t have your cake and eat it.
Good Story, Hard Facts, Actual Information
If you want to write about something that you’re working on, make sure that you have something to write about! Research your facts and don’t try to make it just about SEO.
Remember, the huge search engines have thousands of clever people working for them and they’re always one step ahead of everyone else when it comes to SEO game. If you have a good story and interesting release, it will stick, someone will share it, make a story out of it and notice your business or products.
After all, the whole idea of press releases is to get the attention of journalists, not do their job instead of them.