The press release remains a valuable tool but in the PR toolbox. Photo credit: sarchi
Failing newspapers, plummeting newspaper circulations and recent search engine algorithm changes have prompted some observers to predict the end of the press release as an effective and cost-efficient public relations tool.
At least some SEO experts believe Google’s Panda 4.0 update last year specifically targeted press release distribution sites. Following the update, the major press release websites suffered substantial drops in search rankings, as much as 60 or 70 percent, according to Search Engine Land.
To paraphrase Mark Twain, the news of the press release’s demise is premature and highly exaggerated. In fact, the press release is alive, kicking and delivering superb value.
The press release remains the best and sometimes the only way for small and midsized businesses to obtain media coverage, Reputation Rhino CEO Todd William asserts in The Death of the Press Release Has Been Greatly Exaggerated.
Companies can use press releases to gain page one placement in Google search results on specific topics. Press releases add search engine “juice” when independent publishers publish the story in their online editions. Obviously, press releases also, add readership/reach when published in print editions.
Through re-publication agreements, news releases from major services such as Business Wire are often published automatically by 100 to 200 independent online news sources. (Sometimes readers and search engines can’t find those placements, but that’s another story.)
Whether press release distribution services are worth the cost is another question, William says. The major services charge about $300 to $500 for premium distribution which includes video, images, and distribution to news outlets and social media networks. Free news release distribution services rarely achieve the placements of the major distribution services. Free and low-cost services are best used to supplement press release distribution by one of the major services.
Google now considers optimized links in press releases to be link schemes that try to game the search engine’s algorithms, agrees Rebecca Joyner, director of content services at Metis Communications, in MarkeingProfs. Anchor text – that is, links containing key words — no long boosts the release’s SEO value., An excessive number of links can hurt search rankings.
Google’s algorithm changes were designed to punish content mills that churn out releases to create “unnatural” links. However, Google certainly did not kill the press release. They remain a viable PR tool, Joyner says.
Steps for Press Releases
Follow these steps to gain media coverage and increased website traffic with press releases.
- Write a newsworthy, succinct press release that’s free of clichés and buzzwords.
- Conduct a targeted media outreach and follow-up campaign. That means phone calls and customized emails to reporters, with the press release as an introduction to a news story. Offer a customized angle to the top publications or blogs.
- Distribute the release via established social media networks and include relevant hashtags.
- Include keywords in the headline and any subheads.
- Include pictures or video to make releases more shareable and more valuable to reporters and bloggers.
- Create a tailored pitch that explains the news and why the reporters and his readers should care.
- Include links to additional information with Google-sanctioned hyperlinks.
- Follow Google’s new rules about anchor text. Buying and selling or exchanging links for “gifts” may violate Google’s guidelines. Links with optimized anchor text in articles or press releases distributed on other sites may also violate Google’s guidelines.
- Contain expectations of clients or executive leaders about what the release can accomplish. Press releases from smaller companies seldom appear in the Wall Street Journal or other major publications.
- Include unique tracking URLs in press releases to measure their effectiveness.
Bottom Line: The press release remains a useful public relations tool, although its SEO value has decreased. PR pros who customize their media pitches, distribute releases through social media channels, and follow Google’s optimization guidelines benefit most from press releases.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
