Are Press Releases Still Good For SEO?

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

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

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

If you happen to’ve been round lengthy sufficient, chances are you’ll keep in mind when search engine optimizers used them as a strategy 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 engines like google whereas nonetheless adhering to journalistic tips?

Clearly, these usually are not easy inquiries to reply, however don’t have any concern; we’re right here to information you.

Learn on for extra details about press releases and learn 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 data to journalists a few noteworthy occasion.

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

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

As you possibly can see, this press launch offers readers a fast overview of the information in a headline, fleshes out that data within the subhead, after which dives deeper into the small print because the piece continues. 

College students and fledgling journalists are sometimes instructed to write down these in what is named an “inverted pyramid,” the place crucial data is given upfront. 

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

• To construct a repute.
• To realize media protection.
• To regulate a disaster – publishing your facet of the story first is helpful when issues go flawed.

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

And, due to this fact, 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. (Surprising, proper?)

As soon as individuals found out hyperlinks from top-notch new websites might assist with rankings, they started writing all types of press releases for all kinds of issues – even on non-relevant occasions like hiring new workers (sadly, nonetheless frequent) or altering the colour of their carpet. (True story. I significantly 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 possibly can nonetheless get hyperlinks from press releases.

However since they’ll be nofollow hyperlinks, they could not assist your website positioning.

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

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

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

I simply wouldn’t depend on sort of press releases as a technique for increase hyperlinks for an internet site, as a result of, like I stated, we do ignore most of these.”

Are Press Releases Nonetheless Related At the moment?

So, in the event 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?

Quick reply: Sure. 

Nevertheless, there’s one vital factor you completely have to remember. That’s why you’re sending a press launch.

Is it to:

• Inform individuals of an enormous occasion your organization is internet hosting?
• Announce the discharge of a brand new services or products?
• Achieve consideration on your model?
• Forestall a disaster from exploding?

If you happen to can reply “sure” to any of those, then go forward and write that press launch.

However in the event you’re doing it to realize hyperlinks on your new web site, 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 method press releases can be utilized to spice up website positioning; it’s simply not in the way in which you assume. 

How To Optimize A Press Launch To Profit website positioning

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

For instance, you can get featured on a information web site and appeal to individuals’s curiosity.

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

In the event that they love your web site, they’ll keep and click on by to completely different pages.

And in case your content material is wonderful, 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 low-quality information?

No.

A ton of visitors 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 right down to the nitty-gritty of making and sharing them. 

Writing them is quite a bit simpler than chances are you’ll assume. 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 likely to be of some minor curiosity.

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

You’ll be able to merely host an occasion.

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

You too can tweak a services or products to make it higher.

When you’ve determined in your newsworthy occasion, ensure 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.

Be certain your press launch is brief and reads like a newspaper article.

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

Vital suggestions to remember when writing your press launch:

• Write within the third particular person.
• Hold it temporary (400-500 phrases is a superb rule of thumb).
• Add screenshots and different fascinating 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 considered one of them will write about you.

Do your analysis first.

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

As a substitute of distributing your press launch to anybody whose e-mail deal with you possibly can dig up, discover somebody who writes in a associated subject.

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

3 Profitable Press Launch Examples To Emulate

Prepared to write down your individual press releases?

Try these three examples for inspiration.

Mars’ Pledge Press Launch

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

Boston Beer Firm’s New Product Announcement

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

Vans’ “Stranger Issues” Line

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

How To Use A Press Launch For website positioning

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

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. 

Then again, in the event you’re contacting related (typically area of interest) publications or different people who find themselves more likely to be fascinated 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: Hold your releases related (once more, no carpet shade adjustments) and distribute them to the fitting individuals; they will play an vital consider driving your web site larger up the rankings. 

Extra Sources:

---

Featured Picture: Pressmaster/Shutterstock