Writing by Brick Marketing in Content Marketing
Press release distribution should be a part of the ongoing relevant link building portion of an SEO campaign for any business. Any company information or event that is newsworthy should be covered in a press release and distributed online using services such as PRWeb, PRLeap, 24×7 Press Release, and PRLog. The benefit of online press releases, in addition to sharing news, is that it provides an opportunity to include anchor text and full URL links in the body. As we know, the search engines use links to determine value and relevancy. If a press release gets picked up by a high authority news site, the links will be viewed favorably by the search engines resulting in a better ranking for the site associated with the link.
After writing and distributing a press release, many companies make the mistake of thinking that that’s all that can be done with the press release. A press release can provide additional value, it just takes a little extra effort.
In order to get more out of a press release for SEO purposes, companies should create a News/Press Releases page of their business website, like the Brick Marketing News page. Instead of linking to a bunch of press releases that can be found on other sites all over the web or using the same content that was used in the distribution piece, re-write the press release so that it is original content. Each press release should have its own page on the website. The new version of the press release can target different keywords in the URL, title, and body of the press release than was targeted in the original. Since it is located on your actual site, the content serves a different purpose and can encourage visitors to convert with strategically placed call to actions on each page.
In addition to building links and original content on a website, the press releases also serve as another source of information for prospects and customers visiting the site. There’s a good chance that target audience members never saw your press release from six months ago or heard about your most recent news. Putting it all right there on the site makes it more accessible and increases the chances that someone will read it. In some cases, a press release might not get picked up by many outlets. That doesn’t mean that all of the important content should go to waste.