Press releases can be used to quickly grab the attention of viewers. But they also need to be worthy to publishers in the way they offer information that will attract audiences. However, ofter marginalized for marketing purposes, you can also use backlinks in press releases to drive traffic and increase the visibility of your content. It’s making them more engaging and useful for readers. But, it’s was not always like this. Because of misuse in the past, some still believe that press releases can’t work well for SEO. Which, in reality, can’t be farther from the truth. That is, as long as you stay away from bad SEO practice.
The why and how behind the use of backlinks in Press Releases
For any company’s PR, the primary objective is to build its company reputation. They also use marketing professionals to optimize their content and advertise products and services to their audiences. Given these points, you can observe a press release as a partial combination of both. How? By applying the same search engine optimization (SEO) on press releases as you would do to your website, for example. It has been known that the media has commonly used this format to launch their campaigns for years already. But, in the online world, and for the purposes of a business, Press Release Distribution will require a somewhat different approach.
In today’s digital world, you can’t miss SEO whenever you need to promote something. Basically, it’s a part of every marketing campaign and strategy. As a sub-segment, backlinks are its essential part and fundamental factor. All the value you are getting from other websites through links is strengthening your ranking positions. However, you can also apply the same backlink strategies in press releases.
The fall of press releases as backlink opportunity
However, there are some practices, often abused in the past, you should avoid. Before, the overuse of backlinks in press releases fundamentally changed the publishers’ approach. While these pieces of releases were commonly optimized well, their value was considerably lowering. Everyone was using press releases to generate backlinks, which significantly reduces the quality of content. And, as we all know, you need content valued by Google, if you want it to have an impact on the webs. Instead of offering something new and important, the content was generic, often made only as a placeholder for links. As a result, both search engines and publishers view them as an illegitimate source of backlinks. And this reputation remains until today. But, it’s not completely as it seems.
Never use black hat techniques. While they seem to like giving magical results, it will inevitably backfire.
Why are backlinks so important?
As we said, backlinks are at the core of SEO. And it’s been like that since the first steps of now gargantuan search engines like Google. Simply put, the more quality backlinks you get, the more authority your website will have. Just look at the highly authoritative websites such as Wikipedia, Facebook, and others. They are among the most authoritative websites in existence. And the true power of backlinks lies in their versatility. They can be acquired and implemented from and to various places, to help you improve visibility, traffic, and relevance.
What is less known, or at least less popular, is that you can use them in combination with press releases as well.
How to use press releases for SEO today
Press releases still have potential. In good hands, it can be more than simple news announcements and publishing. Experienced professionals like Link Department know how to utilize the different resources to get high-quality backlinks with best practices. When done correctly, press releases are becoming a part of a balanced marketing strategy.
For example, if you have a brand new excellent product, your PR department can utilize the information and release an interesting and informative press release with various publishers. Adding the much-needed SEO value to your company, and much-desired engagement and usefulness to publishers.
However, publishers may decide not to include given backlinks in the release. To increase the chance of acceptance, you need to follow a few guidelines.
How to increase the chance publishers will accept your backlinks
Make it valuable for all
The first rule is to provide links that are relevant to both your and the publisher’s audience. Considering both audiences will be interested in reading the given content, you will use links to expand provided information. Everything within the press release has to be in the same context, natural, without the slightest implication of artificial implementation.
Don’t write for SEO
With press releases, the focus is on readers and user experience, not on optimization. Remember, the content in press releases is something worthy of the announcement, not a room for you to insert as many backlinks as you can. There are other media formats you can use to practice your SEO and build your link profile. Press releases are just a bonus that can help your marketing efforts. Not the medium to base your campaign on.
Use other media for main backlinking and press releases as a bonus.
Be careful with keywords
When writing press releases, it’s a bit different than writing other types of content. For SEO, articles, for example, will be optimized for keywords. Sometimes one, two at most. With a press release, you will have to use multiple keywords. And different varieties of keywords like long-tail keywords. However, this doesn’t mean you will need to stuff it up with keywords. You will have to naturally insert keywords throughout a press release. Sometimes, publishers will use sections of your release when creating articles, which will get you a backlink.
Find the proper publishers
For a specific topic, it’s necessary to find the right publisher. Someone interested in writing about pets can’t benefit a lot from your press release about the new car model. You will have more chances of aiming at someone from the automotive industry. Basically, focus your outreach efforts on those who can potentially extract valuable information from your content. In return, it will earn you backlinks when they find something of value to link to.
Upload to submission websites
Don’t hesitate to submit your press releases to submission websites. Most writers and journalists are using them when searching for materials for their stories. Just make sure, if possible, to find a group of websites that are relevant to your industry and backlinks will come organically over time.
Journalists will thoroughly inspect the submission website when looking for proper pieces of information.
Use your own website
Finally, if you want to get and use backlinks in press releases, post them on your website. However, don’t do it like a blog post. Create separate spaces like Press Room or Newsroom, where you will publish them on your own. Anyone looking for press releases will know where to look. And you will have your own space to make them live on the web.