The press release has undergone a lot of face lifts in recent years. For one, it’s come to occupy an increasingly digitalized domain — more press releases are conveyed via Twitter now than by traditional bastions of journalism. And, notably for small businesses, it has also transmuted from an essential way of publicizing news and events to one very effective method of marketing within holistic SEO campaigns. Fact is, with the advent of social media, you just don’t need the press to get the word out anymore. In the digital landscape, though, what you do need to find professional success is a way to carve out a place for yourself on Google (and preferably above-the-fold on its first page).
Enter the SEO-optimized press release. Although this species of press release retains all of the primary characteristics of its predecessors — a newsy and informative angle, quotes, contact information, and details about the respective company’s products and services — it has also been tweaked to appeal to Google’s search preferences.
By focusing on relevant keywords related to its business, a company can alter the angle of its press release so that its name, its URL, and its keywords all factor in prominently. Press releases, being newsy, are crawled quickly by Google and will appear in its search results with minimal delay; as Google prizes timely content, press releases will also generally rank high in its search results. Adopting an SEO-optimized press release strategy, then, is for many small businesses a golden ticket onto Google’s front page; when filled with relevant keywords and distributed on free or budget-friendly sites, they’re only the more effective and economical.
With such a low cost and a relatively high ROI, then, SEO-optimized press releases should be commonplace for small businesses, but that isn’t yet the case. Many companies worry that they don’t have have enough hard news to share to make it a worthwhile strategy, or that their news will be infrequent enough to make PR an ineffective overall tactic.
Really though, that isn’t the case. Almost any small business that has some sort of web presence can write tight, newsy, and compelling press releases, even without breaking news to report. As a PR agency and SEO company, we’ve found a range of topics to be effective for small businesses, including: a rundown of enhanced products and services, industry-related news and how a company is keeping up with the trends, demographics of a company’s clients and how products are specifically targeted towards different groups, a release promoting a business’ social media profiles, a profile of a company’s recent clients, among other content strategies.
For small businesses looking to expand their online profiles, then, SEO-optimized press releases offer almost no downsides: they’re cost-effective, can flexibly cover a variety of topics, and most importantly are a good way to get Google’s attention.