Back in 2007, it was very easy to rank on Google, seriously it was. All you need to do was, get a master list of all these free press release on websites come up with this dinky press release that doesn’t really say anything, but as your backlinks on it using your main anchor keywords. You then use a piece of software to blast these free press release sites with your low quality press release. Hoala, almost overnight you can rank quite high on Google searches depending on how competitive your keywords are and depending also on which press release sites published your press release.
Well sadly, we’re no longer living in 2007. In 2014, all SEO specialist and professionals have to live with this reality. Press release has: Press releases have no SEO value. Let me repeat that again, press releases have no SEO value. That’s right, according to the head of Google’s web spam team, Matt Cutts, using press releases to get cheap backlinks is a thing of the past. If you want to gain something of value through press releases, stop using press releases in the following way. Press releases by definition should be all about releasing information that would get the recipients excited about your news item. Ideally, press releases produce a positive SEO benefit when enough bloggers, website owners and journalist get the right information from your press release to be motivated enough to create independent content based on your press release. This independent content, whether in the form of blog post, website articles or other online forms will help you get an SEO advantage if they link to you using your keywords. Keep the following tips in mind so you can stop wasting your time on producing worthless press releases. These practices can doom your press release campaigns.
PR with no News Value
The whole point behind press releases is to issue announcements regarding something that has news value. This is how newspapers use press releases. This is how bloggers use press release services. This is the way press releases are suppose to work. If you crank out press releases with no obvious news value, you are just wasting your time. People are not gonna write derivative blog post based on what you released. Why, they don’t have any reason to. You’re not sharing information. You’re not sharing news. You’re not sharing something newsworthy or information that is worth the time and attention of the audience’s websites and blogs cater to. See the difference? Instead, you should focus on issuing press releases that are actually release or share information or insights about trending topics or hot topics. The more current a topic is, the higher the likelihood. Somebody would take the information you released and write a derivative blog post or online article.
PR with Unclear Brand Values
Everything you do online is a form of branding. Even the font of your blog or the topics that you cover, these all go back to your online brand. If your press release doesn’t emphasize your brand, you’re basically just shooting yourself in the foot. Seriously, everything you do must push your brand forward. If your press release is unclear regarding your brand values, you are basically wasting your time. What are brand values, brand values are short statements that paint a clear picture of what value you add to the global online community. If you are a marketing firm, make sure you convey those values. If you’re a research firm or a research consultant, make sure you make that point clear.
Press Release that is Hard to Summarize or Reword
If you write press releases in a convoluted or overly complicated way, you might as well write them in Latin or San script. That’s right, write them in dead languages. Why, people aren’t gonna bother with your press release. Sure, you might have really awesome information there, you might even have late breaking trends and hot tips that people would get excited about, but if you write in a very hard to summarize or hard to process way, people aren’t gonna bother. People are bloggers, online journalist and offline journalist for that matter, have very tight schedules. They don’t have that much time. They’re going to just scan through your press release and if they quickly pick it up and they quickly grasp it, they will run with it. However, if your material is hard to understand, hard to summarize or hard to reword, it’s just gonna lie there. In other words, you’re just gonna fail.
Press Release that is Written in a Murky Unclear Way
Even if your press release can be summarized or can be reworded, if the substance of your release is hard to figure out, bloggers and online journalist probably won’t bother with your press release. You have to remember, these people are in their tight deadlines. Their time is precious. Not only must they be able to easily reword what you say, but they must also easily understand the thesis or the main item in your press release. If they are unable to do this, they wouldn’t know how to piece your information with previous information that they have. In other words, they can’t get an idea regarding the context of your press release. This is a key element in being newsworthy. It’s not enough to come up with an amazing revelation or exciting news. People that would process the information you shared should must be able to piece what you shared with what came before. In other words, your materials should have a context. However, if you write in a murky and unclear or confusing way, context goes out the window.
Press releases didn’t die with the Google, Panda or Penguin update, get that out of your mind. Press releases are still valuable when it comes to SEO. However, you have to use press releases the right way or else you’re just wasting your time. Avoid common pit false outlined above so you can maximize the search engine traffic and direct traffic potential of your press releases.