The SEO Benefits of Press Releases
Search engine optimized press releases are still relatively new
in the field of SEO (during some research I found an article from
2004 claiming they were the new “secret back door to top search
engine ranking”), but they are incredibly beneficial to an SEO
Some of the most frequently asked questions I get from clients
are “Why does my company need to do press releases? How will
press releases benefit my SEO campaign?”
Part of the answer is in the anatomy of an optimized press
release. A properly optimized press release will include your top
keywords as well as links to your website.
Once the optimized press release is distributed, it gets picked
up on various sites and channels including news search engines
such as Google news and Yahoo! news. Every time another website
picks up the press release, it reproduces the release along with
all of your keywords and links. This has the effect of generating
widespread backlinks (links back to your site).
These backlinks are one of the factors Google uses for
determining a website's search engine ranking. Google looks at
how many backlinks you have, and where they’re coming from, so
add in the fact that most of the backlinks are coming from news
websites which have very high page ranks, and you have a good
amount of quality backlinks that will increase the page rank and
link popularity of your website.
Increased Keyword Rankings and Visibility:
News stories on the web are considered more time sensitive than
regular web pages, so when your press release is distributed, it
will be linked very quickly, giving you early visibility in news
sites, news searches and standard search engines. Many news web
sites also archive stories which can help to deliver long term
link value, rankings and visibility.
In addition, online news search queries are generally much more
targeted than standard web searches. In other words, people
searching for news related to your industry are more likely to
search for the terms that are used in your press release, which
gives you a better chance at increasing the ranking of your
website for popular and competitive search terms.
Credibility and Increased Traffic:
Last but not least, well written content will always add
credibility to your website. The more information you show that
you know, the more trustworthy you become. When your press
releases start appearing in Google news and Yahoo! news for your
keywords, potential customers searching for your product or
business will see that you are a credible source of information
in your industry and that you can be trusted. Those with Google
alerts for your keywords will automatically receive your press
release in their inbox, which will generate interest and relevant
traffic to your site as well.
So bottom line, “Why does my company need to do press releases?”
Because search engine optimized press releases are one of the
quickest and easiest ways to start generating more backlinks,
visibility and traffic for your website, and are a beneficial
addition to any SEO campaign, no matter what your industry.
Getting your target audience to find you is increasingly
challenging, which is why adding the Press Release to your
online marketing arsenal is of key importance. Learn more
about the SEO Optimized Press Release by visiting us at