How to use Press releases to get back-links

What is a Press Release?

A Press Release is an announcement of an event, performance, or other newsworthy item that is written by the company or organization making the news. It is designed to be sent to journalists in order to encourage them to develop news articles on a subject. Press releases often list valuable contact information that can assist you in your research, such as the company's web address, information contacts and address information.

Why are Press Releases important for SEO?

A Press Release is intended to be picked up by the news media and republished. Therefore, one good Press Release will spread organically through the web as it is republished many, many times.
A Press Release is one of the most credible methods for Link Building in SEO and Google tends to rank these types of articles higher in the keyword search results.
 

Why Write press releases?

Press releases are important because they give our clients high quality back-links from a variety of domains. Webmasters like content – and are looking for an easy way to get it. We give content away in the form of press releases. We write press releases for our clients (abc-company.com), and other websites post these press releases (back-links and all) to their websites. They get content and abc-company.com gets back-links. Everyone wins to some degree, but our clients come out on top.

Most of the websites that re-publish our content don’t go through the trouble of substantially editing the content. Many others keep references (and back-links) to abc-company.com. Again, this is a result of the webmasters being either too lazy to remove the links, or having some sort of altruistic desire to pay back the website that helped give them free content.

So, Google (rightly so) doesn’t see their content as unique. As such, they don’t receive any real benefit from re-posting content that other people wrote. However, Google does realize that many people have gone through the trouble to re-publish this content, and concludes that the original content must be good. Google is able to correctly deduce that abc-company.com is the source of the content and abc-company.com is rewarded accordingly.
 

How well does it work?

The average press release is re-posted over 250 times. Unlike article posting, the websites that repost the article is different every time you write a new press release. The whole process has an organic element to it. Other people are looking at your press release and posting it to their website. This is very different then just re-posting your own article to a fixed list of article submission and blog sites.

The difference is very important. With article posting, you only post to a fixed number of domains (usually around 300). You end up with 300 domains that link to you – and no more. Google cares about the number of domains that link to you. If 90% your links are from 300 article posting sites, then Google is smart enough to figure out what’s going on, and take away most of the PR that you would otherwise get from article posting.

There is even talk that Google might only count the first x number of links that it finds to your website on one particular domain. Of course nobody knows if this is true, or what the number x is. However, if this is the case (and some experiments are providing evidence that backs it up), then after you have posted x articles to a specific site, there is no value of posting more. You’re essentially wasting your time. More and more, article/blog submission is a great way of getting back-links, but you can’t rely on it too heavily.

You need press release submission as well. If you rely on article/blog posting, then your links will come from a small number of domains, and the benefit is very limited. If you have both article posting and press release submission, then you have both:
  a. a high number of links (from article posting)
  b. links from a large number of domains (from press release submission)
and the combined effect is better then the sum of the parts.

Could Google “Catch on to Press Release Submission”

Any time I write about a new SEO technique, I always address the question “Sure this might work now, but will it work two years from now?” For the case of press releases, I believe that the technique will keep working. My rationale is as follows.

Google came up with the original Page rank algorithm by assuming that each back-link was a “vote” for the site it linked to. The rationale is that if you as a webmaster link to another website, then it must be because you feel that that website is important. Google decided to use this information. They decided that enough people link to a website because they feel that this website is important, then it probably is. They used this technique to rank website is their search engine results pages, and they created both the search engine as we know if, and SEO.

So, the question is, “with Press releases, how are the back-links created?” The answer is that the back-links are created because other webmasters feel that these press releases are relvant. They’re not posting these press releases because they lost a bet, or because they’re involved in a link trading scheme. They’re trying to find content, and they believe the the content is good. In short, they’re using the exact process that Google envisioned when they wrote their first patent on Page Rank. The websites are re-posting the content because they feel that it is good. If a press release is poorly written, then it would get re-posted.

As such, we feel that Google will not attempt to limit the PR gains from this sort of activity. We feel that this falls under Google’s best practices document. Specifically, according to Google’s Search Engine Optimization Starter Guide (page 20) Google has the following advice:
  “Blog about new content or services - A blog post on your own site letting your visitor base know that you added something new is a great way to get the word out about new content or services. Other webmasters who follow your site or RSS feed could pick the story up as well.”  

This is very close to our press releases SEO technique. The only difference is that we are blogging about them _and_ submitting them to press release sites. As such, we feel that Google will not penalize us for this technique either now, or in the foreseeable future. 

Why we need help from you?

The Press Release is an announcement from your company, so we need to know what is newsworthy from you. Once we receive some guidance on the topic(s) and a resource (such as your website or newsletter) our writers can produce quality Press Releases with proper keyword density. However, it is important to produce new Press Releases at least every month, so we will need new announcements from you on a regular basis. 

 

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