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Do you want to increase online mentions, create more backlinks and increase brand awareness? Who does not? Digital PR can do just that, and one of the most overlooked digital PR strategies is the creation and distribution of press releases. Let’s see how to use the process within your SEO strategy.
A press release is a written text about specific news or events within your business. Press releases are a proactive way to provide journalists and the media with important information about an organization so they can write their article and publish it.
Look at it as a digital storytelling. You want your press release to be interesting and exciting enough to grab the attention of the media, blogs, and other distributors.
Related: Harness the power of new PR technology
Press releases and SEO
So can press release distribution help your SEO? The short answer is yes. The goal of press release distribution shouldn’t necessarily be to get a particular number of backlinks to your website, but it should be used as a distribution channel for sharing your branded content. The links you want are created by the journalists who have transcribed your story. They are likely to be high-quality, natural, relevant, and authoritative backlinks, and quality backlinks are an important ranking factor.
Every website wants these to be included in their backlink profile, so with press release syndication, you should try to provide content that gets journalists and news publications talking about your business and the information you’ve provided. They will write about the press release and give their natural touch to the story; when they do, they will link to your website as a reference for their readers.
They will most likely link to your home page, making press releases a great branding exercise. Landing media coverage, both online and offline, is great for brand exposure and can generate a good variety of natural backlinks to your website, as well as a lot of referral traffic from the users who read and share the news post.
Related: How to Write a Press Release Journalists Will Actually Read
Distribution of press releases
Now let’s take a look at how press release distribution works. First of all, don’t try to write a press release if you don’t have anything to write about. A journalist’s time is limited. This is real estate on their websites. You want to make your press release about a potentially innovative employee initiative or an innovative product you just launched.
It would be better if you instantly grab the attention of the media outlet. You don’t want to be singled out and removed en masse before they’ve had a chance to find out what your press release is about. This also applies to the length of the press release. Get to the point as quickly as possible, and if the journalist wants to know more, they will contact you directly. So stick to a theme. Now that you have your press release, it’s time to see how it’s distributed.
To begin with, it depends on whether you plan to distribute your press release or use a service to write and distribute your press release. If you choose to distribute your press release, the conversion rate may be low. However, you could use a service where everything is done for you.
Press release writers will craft an engaging press release to deliver your news in a professional manner. The benefit of using a service to write your press release is that you don’t need to spend time and resources researching the best way to write one. You will have unlimited revisions and it will not be distributed until it is perfect.
Related: Press releases are not dead. Here are 4 reasons why they are still a valuable tool.
Implementing Press Release Distribution Into Your Marketing Strategy
First, you need to consider what your press release should be about. More and more brands are taking a more personalized and human approach to press releases. People crave reality now more than ever, so true and meaningful stories might work better.
There are different investigations on when to issue press releases; many suggest posting them on a Tuesday or Friday at 7:00 and 8:00 AM. promote greater visibility.
It might be smart to share announcements a few minutes before or after the regular bombardment. Alternatively, if you choose to share your press release on social media, you want to schedule this when your users are most active. Share on social media in the evening and on the weekend because this is when people are most active on these platforms and therefore more likely to discover, engage with, and share your content. Press release syndication can be a very beneficial tool for your SEO strategy and a proper strategy can change the user experience with your business.
Related: 5 Things Not to Do When Introducing Journalists