Each PR skilled is aware of the facility of the press launch.

Whether or not you’re launching a brand new product, asserting a merger, or have some other notable data you wish to share, the press launch is an effective way to distribute that data. 

However does it have any impression in your search engine optimization efforts?

Should you’ve been round lengthy sufficient, chances are you’ll keep in mind when search engine optimizers used them as a technique to pack key phrases into their websites. Does that also work? 

And what’s extra – if there’s a hyperlink between search rankings and high quality press releases, how do you stroll that line between optimizing them for serps whereas nonetheless adhering to journalistic tips?

Clearly, these aren’t easy inquiries to reply, however don’t have any worry; we’re right here to information you.

Learn on for extra details about press releases and find out how to make use of them as a part of your on-line technique. 

What Is A Press Launch?

You most likely already know {that a} press launch is an official assertion giving data to journalists a few noteworthy occasion.

It permits you to rapidly distribute information (and assist form the narrative round it) to a community of journalists, with the final word purpose of getting it featured on a good information platform. 

Right here’s an instance of a press launch from Google Cloud:

Here’s an example of a press release from Google Cloud.Screenshot from googlecloudpresscorner.com, August 2022

As you may see, this press launch offers readers a fast overview of the information in a headline, fleshes out that data within the subhead, after which dives deeper into the main points because the piece continues. 

College students and fledgling journalists are sometimes instructed to put in writing these in what is called an “inverted pyramid,” the place an important data is given upfront. 

In case you hadn’t figured it out by now (and we’re certain you probably did), organizations ship press releases for a number of causes, together with:

  • To construct a fame.
  • To realize media protection.
  • To manage a disaster – publishing your facet of the story first is helpful when issues go flawed.

As media know-how improved and we moved to a shorter information cycle, firms gained a brand new purpose to ship press releases: to realize hyperlinks from respected information websites.

And, due to this fact, increase search engine optimization.

A (Temporary) Historical past Of Press Releases For search engine optimization

Whereas press releases have been round since 1906, when Ivy Lee launched the primary one to cowl a railroad accident, they took on new significance within the digital age. 

And like all the pieces that boosted search engine optimization success, press launch hyperlinks began out nicely.

After which got here the abuse. (Surprising, proper?)

As soon as folks discovered hyperlinks from top-notch new websites may assist with rankings, they started writing all types of press releases for all types of issues – even on non-relevant occasions like hiring new workers (sadly, nonetheless frequent) or altering the colour of their carpet. (True story. I significantly noticed this one!)

All of the spam led Google to note and penalize websites that carried these hyperlinks.

The outcome?

“Newswire” websites have added the nofollow attribute to hyperlinks.

So sure, you may nonetheless get hyperlinks from press releases.

However since they’ll be nofollow hyperlinks, they could not assist your search engine optimization.

Right here’s what Google’s John Mueller mentioned about it in 2018:

“(W)e attempt to ignore hyperlinks from issues like press releases as a result of we all know, normally, firms put the press releases out themselves. So any hyperlinks in there are primarily positioned by themselves.

But when these hyperlinks occur they usually’re on the market, it’s not one thing you want to fear about, as a result of you may’t actually take all of them again.

I simply wouldn’t depend on type of press releases as a technique for build up hyperlinks for an internet site, as a result of, like I mentioned, we do ignore most of these.”

Are Press Releases Nonetheless Related At present?

So, should you’re not getting the search engine optimization credit score for hyperlinks from information websites, is it nonetheless value together with press releases in your digital technique?

Brief reply: Sure. 

Nonetheless, there’s one vital factor you completely have to bear in mind. That’s why you’re sending a press launch.

Is it to:

  • Inform folks of a giant occasion your organization is internet hosting?
  • Announce the discharge of a brand new services or products?
  • Achieve consideration to your model?
  • Forestall a disaster from exploding?

Should you can reply “sure” to any of those, then go forward and write that press launch.

However should you’re doing it to realize hyperlinks to your new web site, cease instantly.

Even when the “newswire” does hyperlink to you, the hyperlink could not do something that will help you on Google’s SERPs.

However right here’s the factor: That final sentence isn’t strictly true. There’s a manner press releases can be utilized to spice up search engine optimization; it’s simply not in the best way you suppose. 

How To Optimize A Press Launch To Profit search engine optimization

Whereas press releases don’t immediately impression search rankings, they will increase them not directly.

For instance, you possibly can get featured on a information web site and appeal to folks’s curiosity.

Intrigued by your launch, they flock to your web site, thus boosting your visitors.

In the event that they love your web site, they’ll keep and click on by way of to completely different pages.

And in case your content material is superb, they’ll share it on social media or hyperlink to it on their very own websites, gaining you (you guessed it!) high quality hyperlinks.

And these will increase your search engine optimization.

So, spammy backlinks gained by way of low-quality information?


A ton of visitors and backlinks from new followers?


That’s the way you “optimize” a press launch for search engine optimization.

How To Create & Share A Press Launch

Now that you simply’ve been bought on the significance of utilizing press releases in your digital advertising and marketing efforts, it’s time to get all the way down to the nitty-gritty of making and sharing them. 

Writing them is quite a bit simpler than chances are you’ll suppose. To create your first one,  comply with these three simple steps:

1. Do One thing Newsworthy

No, altering the colour of your carpet doesn’t rely. Until you’re employed within the Oval Workplace – then it may be of some minor curiosity.

However “newsworthy” doesn’t essentially must imply “enormous.”

You may merely host an occasion.

Or you are able to do a research on one thing your viewers cares about.

You too can tweak a services or products to make it higher.

When you’ve determined in your newsworthy occasion, make certain to over-deliver.

Give it your all.

2. Write A Catchy Press Launch

Begin off with an attention-grabbing title your viewers will care about.

Like this one from Starbucks.

Are Press Releases Still Good For SEO?Screenshot from tales.starbucks.com, August 2022

Be sure that your press launch is brief and reads like a newspaper article.

Journalists love after they can copy and paste immediately from it when writing their story.

Make sure your press release is short and reads like a newspaper article.Screenshot from media.wholefoodsmarket.com, August 2022

Vital suggestions to bear in mind when writing your press launch:

  • Write within the third individual.
  • Preserve it temporary (400-500 phrases is a good rule of thumb).
  • Add screenshots and different attention-grabbing media.
  • Get straight to the purpose (kill the fluff).
  • Communicate straight to readers (reduce the jargon).

3. Share Your Press Launch With The Proper Journalists

No matter you do, don’t spam 100 journalists, hoping that one in all them will write about you.

Do your analysis first.

For example, you simply did a research that exposed that 56% of moms are sad with their faculty’s lunch program.

As an alternative of distributing your press launch to anybody whose e mail handle you may dig up, discover somebody who writes in a associated area.

Utilizing a device like BuzzSumo is an effective way to get this data.

Using a tool like BuzzSumo is a great way to get this information.Screenshot from BuzzSumo, August 2022

3 Profitable Press Launch Examples To Emulate

Prepared to put in writing your personal press releases?

Take a look at these three examples for inspiration.

Mars’ Pledge Press Launch

Mars’ Pledge Press ReleaseScreenshot from mars.com, August 2022

This press launch was so profitable that a number of websites picked it up and wrote tales on it.

A number of sites picked it up and wrote stories on it.Screenshot from seek for [Mars Zero Emissions], Google, August 2022

Boston Beer Firm’s New Product Announcement

Boston Beer Company’s New Product AnnouncementScreenshot from bostonbeer.com, August 2022

This press launch from the Sam Adams brewer was so profitable that a number of massive websites, together with CNBC, picked it up.

This press release from the Sam Adams brewer was picked up CNBC.Screenshot from cnbc.com, August 2022

Vans’ “Stranger Issues” Line

Vans' “Stranger Things” LineScreenshot from sneakernews.com, August 2022

Capitalizing on the Netflix hit present, Vans’ “Stranger Issues” assortment obtained quite a lot of protection in sneaker commerce publications, together with Sneaker Information. 

How To Use A Press Launch For search engine optimization

Hopefully, by this level, it’s been made clear: Press releases generally is a great tool for search engine optimization, however provided that they’re used accurately. 

Spamming media websites, journalists, and bloggers with releases for all the pieces within the hope that you simply’ll obtain some publicity aren’t going to assist. 

Then again, should you’re contacting related (typically area of interest) publications or different people who find themselves more likely to be involved in your newsworthy (always remember this level) occasion to draw visitors, followers, and following hyperlinks, then they’re very helpful.

Simply keep in mind what you’ve realized on this piece: Preserve your releases related (once more, no carpet shade adjustments) and distribute them to the best folks; they will play an vital consider driving your web site increased up the rankings. 

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Featured Picture: Pressmaster/Shutterstock

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