Driving SEO With Press Releases
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For decades, press releases were the basic building blocks of a public relations strategy. A
company that wanted press coverage would write and issue a press release. The more skilled the
company was at media relations, the better this strategy worked. Press releases still serve this
purpose, although a new and important use of press releases has evolved as a tool for Search
Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary
motivation for writing and issuing press releases. If releases also produce favorable media
coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press
release can produce back to the issuer’s website. These links are known as backlinks. The more
external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine
Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively
requires some insider knowledge of both media relations and SEO.
This How-To Guide will explain how press releases can boost SEO efforts, how to write press
releases for SEO, the pros and cons of doing so and conclude with an action plan on using press
releases in your SEO efforts.
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