You write a few keyword-heavy press releases about your new products and services, push them out onto delivery sites like PR Newswire or PR Web, then wait for journalists to pick them up and customers to start flooding your website…and you wait, and wait, and wait.
Distributed press releases seem like a dream come true for integrated marketers – cheap and easy to produce and almost instant publication, but they’re not a search marketing silver bullet. When used correctly, they can give your marketing efforts a boost. Here’s how to overcome the common pitfalls that make your press releases fade into the woodwork.
The problem: Information overload
One of the most significant problems of the distributed press release model is that of the Internet itself: there’s already so much information out there. On PR Newswire alone, there are currently more than 42,000 news releases dealing with technology. It’s easy to get lost in the shuffle.
How to fight it: Keywords are key
Give people a reason to find you. Carry your killer keyword strategy to your press releases, and be sure to include long-tail and specific keywords. Treat your press releases like you treat other marketing content: make them relevant and strategic, and provide information that actually solves a customer problem.
The problem: Your press release is getting plenty of play, but no traffic to show for it.
Your metrics show you that your press release is getting plenty of views, but no one is clicking through to your site.
How to fight it: Go local.
One possible, easy fix is to be specific about your geography, since 73% of online transactions are related to local searches. Write your release with local search-optimization in mind: identify your target market and fill (but don’t cram) your PR with local keywords.
The problem: Google has made it so that press release links won’t help your rankings.
There’s been a lot of back and forth on this issue—will Google ding you for duplicated content, and where do you link to?—without clear resolution. But why tempt fate?
How to fight it: Pitch to journalists yourself.
Proactive integrated marketers should get to know resources like Help a Reporter Out, a website for reporters, journalists, and bloggers all looking for sources and source material for real projects. Sign up and spend some time looking for opportunities that match your offerings – if you make it into a story, you’ll benefit from quality backlinks that will help your SEO and your traffic.
Last modified: June 11, 2018