A phenomenon that his hit the press release world is the myth of the online press release as a SEO (Search Engine Optimization) vehicle. Reaching the media appears to be an afterthought. The goal of the online press release … well, no one agrees what is the goal of the press release, but SEO plays a part.
It’s about the PageRank
I’ve been told it’s about PageRank. Lots of people believe peppering free and low-cost press release distribution companies with your content squashed between text ads of your competitors will benefit your company. Inbound links of duplicate content doesn’t seem like a long-term strategy that will benefit your website’s search engine standings.
Why Should You Listen to Me?
I’m not just some guy who believes reaching the media and posting on a major national newswire should be part of any online press release equation. I’ve also generated tens of millions of dollars in publicity for my clients. Not PageRank or SEO voodoo but actual articles in major publications, not to mention television and radio media coverage, that have resulted in massive sales and transformative exposure for my clients. I’ve also had press releases routinely rank in top ten results on Google. But please, view such results as a nice bonus — not the end game.
Asinine Waste of Time and Money
Don’t get me wrong. Search engine visibility has a place for online press releases. That’s why eReleases offers SEO enhancements for all press release (http://www.ereleases.com/pr/seo-enhancements-press-releases). However, search engine visibility as the end goal and only goal of online press releases is an asinine waste of time and money you could be spending actually doing what press releases were originally intended to do: get media attention.
SEO PageRank Voodoo
XYZ-full-of-ads.com has a PageRank of five on their home page. The assumption is that by using XYZ-full-of-ads.com’s online press release service I will get inbound links to my website with value of PageRank 5. Wrong. Dead wrong. Go to XYZ-full-of-ads.com and visit your online press release or any other online press release that has been on their site. I have yet to find any of these individual pages, which are the actual pages from which users get inbound links, with any decent PageRank — certainly nowhere near XYZ-full-of-ads.com’s home page.
Well-Meaning SEO Gurus Perpetuate Online Press Release Myth
In the end, the bulk of these online-only online press release services create a situation where what you intended to buy and what you’re actually getting are not the same thing. Most inexperienced SEO folks, and quite a few experienced SEO folks, don’t realize this. Online press releases are just one of the many balls these busy, well-meaning SEO guys are juggling. When a client experiences bumps in SEO or increased inbound links, they just suspect these online press release services are an integral part of this. Most SEO gains to an actual website made by these online press releases are temporary and fleeting.
Remember the Tortoise and the Hare?
You can keep feeding the online press release machine while your competitors formulate a true PR strategy that includes real media attention and permanent, natural one-way links to your website. Slow and steady wins the race. I challenge you to look at your best keyword or keyword phrase that you would like to rank for and see how many of these sites use free or low-cost online press release services. I think the results will speak for themselves. I’m not saying you won’t find a couple of these guys who use online press release services. I’m just saying that online press release services played little to no part to their SEO ranking or their PageRank.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: http://www.ereleases.com/prfuel/subscribe/.