News Release and Search Engine Optimization (SEO)


Google Search ImageA few years ago in the business to business (B2B) marketing world, a series of news releases through a commercial newswire service could put the company and spokesperson’s name on Google’s first page search results fairly quickly. Many companies used news releases as link building tools for SEO as the embedded links in the news could build many more backlinks.

In 2013, with Google’s rollout and continuous updates of search algorithms such as Panda, Penguin and Hummingbird, news releases with link building tactics does not boost SEO anymore. Google also advised that links from news releases are no longer contributing to page rank.

So will you still issue news releases? The answer is yes – if the content is truly newsworthy and industry news sites is willing to pick it up. Better yet, news reporters and bloggers in your industry are willing to cover your news and write their own stories based on an interview with you.

What can you do to improve your news and SEO? The key is to offer valuable content to your audiences. A couple of takeaways:

  1. Content is king. Original, high quality content and in-depth articles are search engine’s favorite. Focus on generating useful and valuable content for your audience to earn their attention in return.
  2. Define your key phrases by understanding conversational speech which is in line with how readers ask questions in real life.  The traditional free keyword research such as Google Adwords and Google Autocomplete are still applicable. Researching your industry’s media and publications, competitor’s website also helps. Human is winning on search and you need to focus on helping them.
  3. Incorporate social sharing and make it really easy for your audience to share. When your audience reads and shares your content, it is a vote of confidence and search engines will take notice of the value of the content. Not only your audience will spread the news for you, the search engine favors social signals such as Google +1 recommendation and deems them as high ranking factors.

What are you doing for your news releases? Please add your comment below.

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