Promote Your Website with a Press Release

One of the most effective tools available to SEO’s, web developers and businesses of all types and sizes are press releases.  While in the past, press releases were usually a mainstay of blue chip corporations and large organizations, today no matter who you are or what you would like to promote, a press release not only can increase awareness of your product, service or website, but can ultimately help you rank higher in the search engine rankings.

The Basics of an Online Press Release
A press release is simply a written announcement (or other type of media) that an individual or organization uses for promotion.  For instance, if you just started a website or are offering a new product, you would like others to know about it.  A press release is the perfect way to make the public aware.  Online today, it is very easy and affordable to get your message across to potentially millions of people and sending out a press release is one of the most effective options.  Generally speaking, press releases require a specific format, however with today’s online tools, it is easy to create and promote your press release in a short amount of time and for a small cost (sometimes even for free).

Online Press Release Services on the Web
There are quite a few online press release services on the web today.  These services vary, but generally offer the ability to promote your press release to potentially millions of people.  Some services have a wide variety of packages available depending on your needs.  For instance, if you are looking for a bare bones service, there are services that will offer you the ability to distribute your release to a select few news organizations either for free or for a small fee. 

Many PR services offer packages that will help you optimize your press release so that it not only helps you to promote your site, but includes features specifically tailored to search engine optimization.  Features may include the ability to include anchor text, keyword tagging, submitting the release to top search engines & RSS feeds and a long list of SEO analytical tools and statistical tools to keep track of your press release giving you a way to measure it’s reach and success.

Finally, there are full featured packages that offer the services of an experienced copywriter to create a professional press release for your business and release it to the major channels, making the entire process on your end pretty much turn-key.

Creating a Press Release for Promotion
A press release is one of the best ways to promote your business, product, service or website.  Keeping this in mind, your press release should be relatively short (less than a page of text), to the point and include all relevant information.  The press release format is not a long winded article about your company, it is supposed to be a quick read with the focus on getting quality information across to the reader without unnecessary hype in an active voice.  There are quite a few articles on how to write a press release available for those looking for tips and one of the best ways to familiarize yourself with what works and what doesn’t is to view real and sample press releases that are easily available online.  In addition, most PR services offer information and tips on writing effective press releases as well.

Utilizing a Press Release for SEO Purposes
Besides being a great tool to promote your website, product or service, press releases have become a very valuable tool for search engine optimizers.  One of the benefits of a press release is that when a press release is distributed, it is distributed to literally thousands of entities on the web including: top search engines, major news organizations, internet news organizations, RSS feeds, organizations and individuals all over the world on the web.  For reach this far and wide, you would be hard-pressed to find any other tool as effective.  Whether you are a small business or large organization, press releases usually provide a wonderful return on investment.

Besides having your press release distributed to tens of thousands of entities on the web, many press releases also include anchor text, key words and contact information that make it quite easy for search engines such as Google and Yahoo to find.  For instance, most press releases are distributed to both Google News and Yahoo News and once received many are featured in their news search engines.  So if you distributed a press release on a new type of snowboard you produced and you went to Google News and searched using the keyword “snowboard”, chances are it would show up under the results. 

Press releases plain and simple both promote your message and assist in search engine optimization.  A press release gives you a huge bang for your buck, because you will not find other resources available that can promote your message in such a short period of time to so many entities for such an affordable price. 

Optimize Your Press Release for SEO
Optimization is obviously an important aspect when creating your press release.  Here are just a few tips on optimizing your release for SEO: 

•    Each service is different, so make sure you follow their rules.  Spend time doing research to find services and packages that fit your needs best.

•    Keywords- Just like you would optimize an article on your website for the search engines; do the same for a press release.  In addition, many services give you the opportunity to tag special keywords- make sure you take advantage of this feature.

•    Anchor Text- Many services offer the ability to insert anchor text into your press release.  Some services only offer this feature on higher end packages.  Make sure you take advantage of this feature.  Insert anchor text either linking to your main website or the product or service on one of your web pages.  As your press release is distributed all over the web including Google and Yahoo, expect to receive some juice.

•    Choose Your Press Release Category Wisely

•    Just like when submitting your site to directories or search engines, make sure you choose the appropriate category for what you are promoting.  This can be extremely helpful when others search within a category for news and information.

•    RSS Feeds- One of the many ways that a press release is distributed throughout the web is via RSS feeds.  Try to find a PR service or package that includes RSS feeds.  This will help your press release go viral or at least reach thousands upon thousands of sites.

•    Add a Short Bio- Some services have a separate area where you can post a quick bio about your company, site or product.  If there is no specific area, make sure you add a short bio (one paragraph including your URL) at the end of your text.

•    Embed Media- Many PR services now offer additional features.  Instead of just sending out a plain text press release, many packages include the opportunity of adding in additional media such as images, audio or video.  If you have an image or video that you would like to promote definitely take advantage of these services.  While usually more expensive, they can be a great way to enhance your press release.

Statistics and Analytics
Besides offering many features for those that would like to create a press release, once it is submitted and distributed across the web, wouldn’t it be great to know how it fared?  Many press release services in addition to offering to distribute your release also give you a wide range of tools and resources to follow your release.  Many services include statistics and analytical tools that make it easy to view where your press release was distributed to, how many eyeballs viewed it and the amount of impressions it received over the course of a day, week, month, etc.  Also other tools that may be included are geography tools to locate the areas that were most interested in your release, search engine hits and more.  Analytical tools vary by site, but most allow you to download statistics, compare a press release with others you have released in the past and summarize a wide range of statistics in an easy to view format.  Obviously, for SEO professionals these tools offer an effective way to measure success and communicate performance to a client.

Building Upon a Successful Press Release
While press releases can offer a phenomenal return on investment, alone they are not enough.  For many SEO professionals, press releases are simply one component of a valuable campaign.  Getting the most out of a press release should include other SEO strategies and components such as content, blogging, link building and more.  Working in part with other components in an SEO campaign is one of the best ways to build upon the success that a press release offers.