Press releases and articles offer highly valuable fresh content for your own website and elsewhere on the web.


Why mystify SEO? Search me…

As the web has matured from web 2.0 into the more social world of web 3.0 the consistency of Google as the dominant tool to help us find what we need is remarkable.

It has maintained its position by continuously adapting and focusing on the needs of users, returning results which are – for the most part – relevant and high quality.

The days when website owners could simply tweak their website to fool Google into giving their site an artificially high rank in search results are long gone.  Its algorithm updates in recent years have put paid to that, especially the ‘Penguin’ update that was launched in April this year designed to target ‘webspam’.

Although it could be said that if you ask 10 SEO experts one question you’ll get 10 different answers, what has become crystal clear is the importance of page content – the text and images your site visitors see.

New content and regular updates
Once your website is set-up to be technically right – i.e. fast page loading, logical page structures, correct HTML coding, etc. – one of the most important things you can do is continuously update your site and generate inbound links.

Now, unless your organisation changes by the day, it is unlikely that your general company information such as product range, services and people will present the opportunities you need to regularly update pages.

That’s why a ‘content generation’ plan is needed – and explains why a media relations campaign is crucial in today’s online world.  Press releases and articles offer highly valuable fresh content for your own website and elsewhere on the web.

Unleashing the power of the humble press release
Here’s an example of how a press release directly helps your website’s page rank:
  • Press release is written incorporating text hyperlinks to your website
  • Press release is posted on your website news section – this is optimised with relevant keywords and accompanied by a picture correctly described/tagged
  • Press release is distributed to relevant online publishers such as trade magazines and regional newspapers (usually highly credible websites in Google’s eyes)
  • Press release headline and page link is tweeted
  • Google sees your new web page for relevant search terms – and it especially likes new content
  • Google sees the coverage on news sites and sees that they are linking into your website – this is a valuable third party endorsement of your web page
  • Google sees the link to your new page on Twitter – another endorsement of its popularity
  • Google decides your new page is highly relevant and gives it a high ranking
But - you have to keep on doing this…

The competitiveness of your industry/service will determine the success of coverage and page rank.  For example, if you are in grocery retailing and post/issue your first press release, don’t expect to instantly jump above big retail brands in your sector – but over time, your site will become more prominent.

If you’d like to know more about developing a media relations driven content strategy for your website contact us.
The Partners Group


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