For a while google was targeting press releases. But these days doing a proper press release is the single best way to start you inbound link building campaign. Just be sure that the anchor is for the naked url and that does something very important. In the SEO world it is known as pillowing. This helps avoid penguin penalities for over optimizing your anchor text.
Press releases previously served as a communication tool that bridged company PR staff or PR firms and the media. However, at present and with the advent of various online news websites, including Google News and Yahoo News, disseminating press releases and RSS can now be easily accomplished in order to deliver different kinds of news to the people. In this aspect, press releases are also now being utilized as a tool for communicating with the consumers.
Aside from distributing various news contents to the media and the consumers, press releases can also be effectively used in syndicating potentially useful links. In some cases, some SEO firms optimize their press releases which after distribution, may result in a gain of a considerable number of domain name links.
Meanwhile, popular news search engines, such as Business Wire, PR Newswire, PRWeb, and Market wire can be used by companies in obtaining news content in a much easier manner.
Based on a report given by comScore, half of the people who use the internet has been found to be visiting online new sites each month. The online news sites that are commonly visited by internet users include MSNBC, The New York Times, CNN, and many more. In addition, it seemed that Yahoo! News tends to be the most visited news site that is visited by internet users.
Because news search potentially brings in a lot of opportunities, company marketers are using such situation to their advantage and they ensure that their PR are exposed to people as much as possible. Thus, for those who are contemplating about using press releases as a marketing tool, they should learn about some important things first.
START WITH ANNOUNCING SOMETHING THAT IS WORTH THE ATTENION OF THE PEOPLE
No matter how optimized it is, no people would pay much attention to some boring news. Thus, it is important that a specific and interesting topic should be focused on during a press release. However, when there is too much information and a lot of keywords are used, there is the danger of diluting the message which can affect its delivery to search engines and to the readers.
FOCUS ON GOING UPWARD AND TO THE LEFT
When optimizing a press release, people should consider the necessary optimization principles, and they must ensure that all the pertinent keywords are situated in the upper portion of the document.
DISTRIBUTION OF THE PRESS RELEASE
Press releases can be distributed through wire services, including PRWeb, PRNewswire, and Business Wire. When using various wire services, people should remember that news search engines tend to filter duplicated press releases. In cases like this, people can try mixing up their press releases to maximize the positive results for their press release.
GIVE THE READERS SOMETHING THAT WILL MAKE THEM WANT TO CLICK THROUGH
It is not enough that a news is announced to the consumers. The people must be given an opportunity to take some action and participate in some activities. Some effective ways of doing this include providing readers with free trials, special offers, paper downloads, webinars, podcasts, reports, newsletters, and consultations.
CONSTRUCT A LANDING PAGE
A landing page can be used in converting press release visitors into prospective clients or customers. Moreover, landing pages can also be used in PPC campaigns along with press releases. In the release, links leading to relevant resources can be embedded, which in turn, may also lead the reader to the sales cycle.
CREATE A MEDIA CONTACT LIST
Such list can be used when emailing the press release which should include a concise summary of the contents. It is also better if the email includes exclusive offers that are only accessible to the receivers and the email should also be indicative of the familiarity of the sender with some of the work done by media person being contacted.
MAKE THE JOB EASY FOR JOURNALIST AND BLOGGERS
When sharing the press release with media personnel and bloggers alike, it is important that these people are able to write about the piece of news with as much ease as possible. This can be done by providing such people with a summary of the press release and making sure that the contacted person is familiar with the topic of the news.
POST THE RELEASE IN THE COMPANY’S BLOG
In most cases, company websites may have a blog section in which posts, as well as press releases, are arranged chronologically or based on various categories. A search bar should also be provided to allow people to search for additional information, such as photos and videos, and related links.
CREATE ANOTHER VERSION OF THE NEWS THAT CAN BE USED IN BLOGS
The blog version of the news should be sent to the relevant social media websites. Though the blog version of a news may not suit all content types, it will still surely reflect some aspects of the culture and portion of the society that the news is aiming at.
SOCIAL BOOKMARK SITES CAN BE USED FOR CLIPPING SERVICES
Social bookmark services, including Furl.net, blogmarks.net, and del.icio.us can be used in connecting online media rooms and releases and in turn, create crawlable links that can be used in the search engines.