The Benefits of Press Releases

shikhasimp

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For the past decade, press releases have dominated the offsite content field, and for good reason. They come with a great many benefits that make them worth writing, and for more than just SEO:

  • Natural links from multiple outside sources. It’s hard to get quality inbound links. Building them yourself takes a significant amount of time and can result in a search engine penalty if you’re not careful. Writing or producing great content that gets shared virally is difficult as well. But there are plenty of news sources constantly looking for new material to publish, and submitting one press release can put you in contact with hundreds of them simultaneously. Each link you earn will be from a separate site, granting you link source diversity in the process. With that said, the links will all be coming from duplicate content, which is likely much less valuable than links from unique content. Still, there is likely some value in links from duplicate content.
  • High-quality, authoritative sources. These aren’t just any sources, either. While there are a few low-to-average quality drifters that get stuck in the pool of contenders, most of the sites your press release will be published are extremely high quality. They are news sites dedicated to publishing high-quality information, and they’ve been around long enough to earn their reputation. Google GOOGL -0.95% tends to view these sites favorably, which means a link from one of them is far more valuable than a link from some random blog or forum. Aside from the value of the links, the brand association with these publishers is beneficial for establishing trust and credibility.
  • Opportunities for keyword linking and name recognition. Press releases, as long as you write them in-house, also give you the key opportunity to associate your company name with relevant keywords and subjects. For example, if you’re a taco restaurant, you can publish press releases that use multiple instances of your brand name and taco-related keywords in the same sentence. This increases the likelihood that search queries will result in your business showing up due to co-occurrence and co-citation, as well as the recent semantic search updates to Google’s algorithms.
  • Immediate visibility and referral traffic. Press releases aren’t all about optimizing for search engines. Each news outlet that picks up your press release is going to have its own dedicated readership—which means that you’ll have a new set of eyes seeing your brand for the first time for every press release that gets published. These users will be reading your press release, getting an idea of your business, and if they’re interested, they’ll visit your site—that’s extra referral traffic that serves as icing on the cake.
  • Online Reputation Management. Press releases that include your brand name in the title tend to rank well in search engines for searches of your brand name. Since you can control the content of a press release, this gives you some degree of control over your online reputation (at least as far as what users see when they Google your brand name).
shikhasimp
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