8 Ways Press Releases and Blogs Can Help Your Company
With Google’s new penalties for link schemes, including optimized anchor text in press releases, companies are worried all their hard work building inbound links in press releases is going to hurt their rankings. Well, that could very well be the case, but what’s more important to know is how to write press releases and blogs so they help your company, not hurt it.
In the early days of the web, padding press releases and blogs with backlinks was a popular way of improving search rankings. Today Google has improved its algorithms so webmasters can’t take advantage of the way pages are crawled. Just because Google has made some more restrictions, it doesn’t mean press releases and blogs are completely useless – here are 8 ways press releases and blogs can help your company, even if you’re not padding them with backlinks.
1. Add relevant links. Google is cracking down on link schemes and optimized anchor text, but if you have relevant information and a link that takes you to a relevant site, you’ll be just fine.
2. Increase visibility. Press releases and blog articles are a great way of promoting your company in the social realm. Post interesting articles on your social media feeds and people will take notice, resulting in more follows and more traffic.
3. Build a rapport with customers. Social media has become a must-have in terms of building relationships with customers. If there is an issue with your company/product, there’s sure to be complaints in the social realm. Staying up to date with social media lets you contact unsatisfied customers and figure out the larger problem.
4. Gain genuine interest. Use press releases as the bait to hook your customers onto your website. If people have a genuine interest in what you have to say, you won’t need trickery and optimized anchor text to force people to your site.
5. Improve reputation. If your press releases and blogs are a constant source of quality information, other journalists and bloggers might want to write a bigger piece on your story. This could lead to more natural links pointing to your site and an increase in Google rankings.
6. Share company information. Big news travels fast, so if you’ve got some big company news, it’s best to distribute a press release. Relevant stakeholders will find and disseminate the information for you.
7. Provides a multi-media outlet. Press releases don’t always have to be boring ol’ facts and figures – spice it up. Add an infographic or video to keep your audience interested. Content is key, so keep your audience engaged and they’ll be coming back for more.
8. Educate your audience. People generally don’t show an interest in things they don’t know about, so the more information you can present to them (in an interesting way) the more likely they are to understand and take interest in your company.
Google’s new restrictions on press releases might give you a fright, but perhaps it’s a step in the right direction. Somewhere along the way press releases went from providing quality information, to regurgitating uninteresting filler soaked in backlinks and paid anchor text. Press releases can still generate a lot of traffic if you use them well. Keep content fresh and interesting, optimize your content as you would any other digital content (relevant metadata, hashtags, videos etc.) and you’ll be getting more traffic in no time.