A new year is upon us, and as has become the tradition for bloggers, it’s time to look forward and make some predictions for the coming year. Since press release distribution is our specialty at eReleases, I wanted to talk a little bit about how I think the press release will continue to evolve in the coming year.
Over the past few years, press releases gained a bit of a bad reputation thanks to some SEOs abusing them for link building purposes. It used to be that press releases were one of the best link building tools out there. You’d write a press release, include a few keyword-rich links back to your website, and it’d help improve your website’s search engine rankings.
But that all changed last year. Google had finally had enough of the press release spam. So, they made the decision to no longer count the links in press releases. The search engine giant said that press release links should now contain the “nofollow” attribute like paid links.
Of course, this brought out the latest round of the “press release is dead” chatter from the gloom and doom marketers who never truly understood the purpose of the press release in the first place. No, the press release didn’t die when Google decided to stop giving value to those links, and it’s not going to die in 2014 either. In fact, I think 2014 will be the year that press releases are restored to a position of prominence in the marketing and PR toolkit.
Why do I say that? Because Google’s decision is the best thing that could have happened for the press release. Now that shady internet marketers realize they can’t pump out low quality, garbage press releases to get tons of links, they’re going to focus their spammy efforts on something else. As a result, a lot of the terrible press releases that have been littering the internet in recent years will finally start to go away.
I think the quality of press releases is going to go way up in 2014. As Google’s John Mueller pointed out, press releases still carry a ton of value. When you write a compelling story and get it in the hands of the right press members, they can write their own stories, and the links in those stories can carry value.
Another reason I think the quality of press releases will increase in 2014 is that I believe the boundaries of the press release will continue to be pushed further as we look for more engaging and interesting ways to tell our stories. That means more things like infographic press releases, video embedding in press releases, and social media integration.
What are your PR predictions for 2014? Share them with us by leaving a comment below!
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of Grammar Geek’s Guide to Writing Press Releases here: http://www.ereleases.com/offer/grammar.html