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SEO: Link Building in Depth
Illustration by Richard Downs

Creating press releases


From:

SEO: Link Building in Depth

with Peter Kent

Video: Creating press releases

I mentioned in an earlier video that company PR departments often miss the real opportunity in the form of press releases. They are out there creating press releases for all the usual reasons companies do so, but they are either not including keyworded links in the press releases or not including any kind of link, even a basic URL link back to the company site. If you're distributing press releases, it's a no brainer. Why not do it right and make the most of the work you're already doing? But even if you don't already do press releases, you may want to experiment with them.

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SEO: Link Building in Depth
2h 27m Intermediate Oct 26, 2012

Viewers: in countries Watching now:

There are two sides to search engine optimization (SEO): on-page and off-page optimization. Off-page means getting links from other websites to point back to your site, which strengthens your site's position in search engine results. In this course, author Peter Kent dissects the anatomy of a link, explains how links affect page ranking, and reveals the properties that make an excellent inbound link. The course also evaluates reciprocal linking; link building via press releases, blogs, and articles; and the importance of using quality links that are search-engine friendly.

Topics include:
  • Understanding Google PageRank results
  • Analyzing links
  • Building local and directory links
  • Working with article syndication services
  • Creating link bait
  • Distributing links of social networks
  • Buying links: the pros and cons
Subjects:
SEO Marketing
Author:
Peter Kent

Creating press releases

I mentioned in an earlier video that company PR departments often miss the real opportunity in the form of press releases. They are out there creating press releases for all the usual reasons companies do so, but they are either not including keyworded links in the press releases or not including any kind of link, even a basic URL link back to the company site. If you're distributing press releases, it's a no brainer. Why not do it right and make the most of the work you're already doing? But even if you don't already do press releases, you may want to experiment with them.

I've seen releases used very effectively to generate traffic to sites and they often rank well in new search results. So how should press releases be distributed most effectively? There are three steps. One, write the press release. Two, decide where to distribute the release. Three, make sure the release contains links when you distribute it. I'm not going into great detail about writing press releases. As you can find plenty of information about formatting and style online. Ideally, it should contain some kind of interesting information, something worth reading and it should generally be around four, five hundred words long.

Include your relevant keywords scattered through the release. And in particular include a few keyword phrases on which you plan to place links pointing back to your site. Depending on the service you use, you may be able to include three to five keyworded links in the release. What are you going to do with the press release? There are lots of places to distribute them and you may even want to distribute through several different outlets. Perhaps one major paid service such as prweb.com. One or two lower cost services and a few of the free ones too.

PRWeb is one of the best known distribution services, probably because it was one of the earlier web based press release companies. But there are many press release companies now with the wide range of services. You may want to check out companies such as PRBuzz, eReleases, eMailWire, PRLeap and Vocus. Pricing varies but there are two basic models. You pay per press release or you pay a monthly or perhaps annual subscription, typically somewhere between $200-1,000 a year which allows you to submit an unlimited number of releases.

Make sure you understand what you're getting though, most importantly, make sure you're buying a service that allows you to include keyworded links in your releases. For example, PRWeb's pricing starts at $89 for a single release. But if you check their feature list carefully, you'll find that you won't get keyworded links with that price. There's not until there are $199 level that you start getting keyworded links. So whatever service you sign up for, check to see that at least this feature is included.

As I mentioned before, you may also want to distribute through free release sites. If you're going through the trouble of creating a release, you might want to distribute it as widely as possible after all, or perhaps you simply don't have a budget for press releases. The free services may still work for you. Each service works a little differently in regards to how links are placed into the releases. So read the instructions carefully. Put as many links into the release as you can. If the service allows say four links you can use four different phrases and link to different pages within your site.

I know some of you have the term duplicate content bouncing around in your heads right now. After all, if you submit a press release it could end up on many different sites, hundreds perhaps. Yes, that's true but don't believe the hype about duplicate content. It's not going to get you penalized. After all, the fact is that these press releases do end up on many different sites and yet do end up indexed within Google. They often end up in the search results unless can be found by searchers who may read them and end up on your site by clicking on a link.

So don't worry about duplicate content. Google does index press releases and those press releases can be found in the results and can also be a great source of links to your site.

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