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Are Press Releases Nonetheless Good For website positioning?

Are Press Releases Still Good For SEO?

Each PR skilled is aware of the facility of the press launch.

Whether or not you’re launching a brand new product, asserting a merger, or have every other notable info you need to share, the press launch is an effective way to distribute that info. 

However does it have any influence in your website positioning efforts?

For those who’ve been round lengthy sufficient, chances are you’ll keep in mind when search engine optimizers used them as a method to pack key phrases into their websites. Does that also work? 

And what’s extra – if there’s a hyperlink between search rankings and high quality press releases, how do you stroll that line between optimizing them for search engines like google and yahoo whereas nonetheless adhering to journalistic tips?

Clearly, these aren’t easy inquiries to reply, however don’t have any worry; we’re right here to information you.

Learn on for extra details about press releases and find out how to make use of them as a part of your on-line technique. 

What Is A Press Launch?

You most likely already know {that a} press launch is an official assertion giving info to journalists a couple of noteworthy occasion.

It lets you rapidly distribute information (and assist form the narrative round it) to a community of journalists, with the final word aim of getting it featured on a good information platform. 

Right here’s an instance of a press launch from Google Cloud:

Here’s an example of a press release from Google Cloud.Screenshot from googlecloudpresscorner.com, August 2022

As you may see, this press launch offers readers a fast overview of the information in a headline, fleshes out that info within the subhead, after which dives deeper into the main points because the piece continues. 

College students and fledgling journalists are sometimes instructed to put in writing these in what is called an “inverted pyramid,” the place crucial info is given upfront. 

In case you hadn’t figured it out by now (and we’re positive you probably did), organizations ship press releases for a number of causes, together with:

  • To construct a popularity.
  • To realize media protection.
  • To manage a disaster – publishing your facet of the story first is useful when issues go mistaken.

As media expertise improved and we moved to a shorter information cycle, firms gained a brand new purpose to ship press releases: to realize hyperlinks from respected information websites.

And, subsequently, increase website positioning.

A (Temporary) Historical past Of Press Releases For website positioning

Whereas press releases have been round since 1906, when Ivy Lee launched the primary one to cowl a railroad accident, they took on new significance within the digital age. 

And like the whole lot that boosted website positioning success, press launch hyperlinks began out properly.

After which got here the abuse. (Stunning, proper?)

As soon as folks found out hyperlinks from top-notch new websites might assist with rankings, they started writing every kind of press releases for all kinds of issues – even on non-relevant occasions like hiring new employees (sadly, nonetheless frequent) or altering the colour of their carpet. (True story. I severely noticed this one!)

All of the spam led Google to note and penalize websites that carried these hyperlinks.

The consequence?

“Newswire” websites have added the nofollow attribute to hyperlinks.

So sure, you may nonetheless get hyperlinks from press releases.

However since they’ll be nofollow hyperlinks, they may not help your website positioning.

Right here’s what Google’s John Mueller said about it in 2018:

“(W)e attempt to ignore hyperlinks from issues like press releases as a result of we all know, generally, firms put the press releases out themselves. So any hyperlinks in there are basically positioned by themselves.

But when these hyperlinks occur they usually’re on the market, it’s not one thing you’ll want to fear about, as a result of you may’t actually take all of them again.

I simply wouldn’t depend on type of press releases as a technique for build up hyperlinks for a web site, as a result of, like I stated, we do ignore most of these.”

Are Press Releases Nonetheless Related Right this moment?

So, when you’re not getting the website positioning credit score for hyperlinks from information websites, is it nonetheless value together with press releases in your digital technique?

Brief reply: Sure. 

Nonetheless, there’s one necessary factor you completely have to bear in mind. That’s why you’re sending a press launch.

Is it to:

  • Inform folks of a giant occasion your organization is internet hosting?
  • Announce the discharge of a brand new services or products?
  • Achieve consideration in your model?
  • Stop a disaster from exploding?

For those who can reply “sure” to any of those, then go forward and write that press launch.

However when you’re doing it to realize hyperlinks in your new website, cease instantly.

Even when the “newswire” does hyperlink to you, the hyperlink could not do something that can assist you on Google’s SERPs.

However right here’s the factor: That final sentence isn’t strictly true. There’s a means press releases can be utilized to spice up website positioning; it’s simply not in the way in which you suppose. 

How To Optimize A Press Launch To Profit website positioning

Whereas press releases don’t immediately influence search rankings, they will increase them not directly.

For instance, you would get featured on a information website and attract people’s interest.

Intrigued by your launch, they flock to your website, thus boosting your visitors.

In the event that they love your website, they’ll keep and click on by way of to totally different pages.

And in case your content is amazing, they’ll share it on social media or hyperlink to it on their very own websites, gaining you (you guessed it!) high quality hyperlinks.

And these will increase your website positioning.

So, spammy backlinks gained by way of low-quality information?

No.

A ton of traffic and backlinks from new followers?

Sure.

That’s the way you “optimize” a press launch for website positioning.

How To Create & Share A Press Launch

Now that you just’ve been offered on the significance of utilizing press releases in your digital advertising efforts, it’s time to get all the way down to the nitty-gritty of making and sharing them. 

Writing them is rather a lot simpler than chances are you’ll suppose. To create your first one,  comply with these three simple steps:

1. Do One thing Newsworthy

No, altering the colour of your carpet doesn’t rely. Except you’re employed within the Oval Workplace – then it is perhaps of some minor curiosity.

However “newsworthy” doesn’t essentially need to imply “large.”

You’ll be able to merely host an occasion.

Or you are able to do a examine on one thing your viewers cares about.

You may also tweak a services or products to make it higher.

When you’ve determined in your newsworthy occasion, make certain to over-deliver.

Give it your all.

2. Write A Catchy Press Launch

Begin off with an attention-grabbing title your viewers will care about.

Like this one from Starbucks.

Are Press Releases Still Good For SEO?Screenshot from tales.starbucks.com, August 2022

Ensure that your press launch is brief and reads like a newspaper article.

Journalists love once they can copy and paste immediately from it when writing their story.

Make sure your press release is short and reads like a newspaper article.Screenshot from media.wholefoodsmarket.com, August 2022

Necessary ideas to bear in mind when writing your press launch:

  • Write within the third particular person.
  • Preserve it temporary (400-500 phrases is a good rule of thumb).
  • Add screenshots and different attention-grabbing media.
  • Get straight to the purpose (kill the fluff).
  • Communicate straight to readers (minimize the jargon).

3. Share Your Press Launch With The Proper Journalists

No matter you do, don’t spam 100 journalists, hoping that one among them will write about you.

Do your analysis first.

As an example, you simply did a examine that exposed that 56% of moms are sad with their college’s lunch program.

As an alternative of distributing your press launch to anybody whose e-mail handle you may dig up, discover somebody who writes in a associated subject.

Utilizing a device like BuzzSumo is an effective way to get this info.

Using a tool like BuzzSumo is a great way to get this information.Screenshot from BuzzSumo, August 2022

3 Profitable Press Launch Examples To Emulate

Prepared to put in writing your individual press releases?

Take a look at these three examples for inspiration.

Mars’ Pledge Press Launch

Mars’ Pledge Press ReleaseScreenshot from mars.com, August 2022

This press launch was so profitable that a number of websites picked it up and wrote stories on it.

A number of sites picked it up and wrote stories on it.Screenshot from seek for [Mars Zero Emissions], Google, August 2022

Boston Beer Company’s New Product Announcement

Boston Beer Company’s New Product AnnouncementScreenshot from bostonbeer.com, August 2022

This press launch from the Sam Adams brewer was so profitable that a number of massive websites, together with CNBC, picked it up.

This press release from the Sam Adams brewer was picked up CNBC.Screenshot from cnbc.com, August 2022

Vans’ “Stranger Issues” Line

Vans' “Stranger Things” LineScreenshot from sneakernews.com, August 2022

Capitalizing on the Netflix hit present, Vans’ “Stranger Issues” assortment acquired loads of protection in sneaker commerce publications, together with Sneaker News. 

How To Use A Press Launch For website positioning

Hopefully, by this level, it’s been made clear: Press releases could be a great tool for website positioning, however provided that they’re used appropriately. 

Spamming media websites, journalists, and bloggers with releases for the whole lot within the hope that you just’ll obtain some publicity aren’t going to assist. 

Alternatively, when you’re contacting related (usually area of interest) publications or different people who find themselves more likely to be concerned about your newsworthy (always remember this level) occasion to draw visitors, followers, and following hyperlinks, then they’re very helpful.

Simply keep in mind what you’ve discovered on this piece: Preserve your releases related (once more, no carpet shade adjustments) and distribute them to the proper folks; they will play an necessary consider driving your website larger up the rankings. 

Extra Sources:


Featured Picture: Pressmaster/Shutterstock

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