Recently, Matt Cutts suggested in a Google Webmaster Help forum that links from press releases will not have an impact on your rankings in Google’s result pages. Since then, this one-sentence-comment has been the centre of a lot of debate on different SEO discussion boards, whether or not links from press release websites will help your rankings.
Indeed it did confuse some people. But I believe that Cutts did not mean to say that press releases will not help. What he tried to say is that press releases that are submitted to press release sites without being picked up by real news sites, will not have any effect on your search engine rankings.
Your content needs to be newsworthy and the press release you submit your press releases to needs to be one that is used as important resource by news sites that are trusted by search engines and actually read by normal people, who discuss your news and share it on social media. That is when your press release will help you with your rankings.
So press releases will always continue to be what they always were – hints for journalists and bloggers to create a story. It is the secondary links from respected news sites who TAKE your press release then write-up a NEW article for publication (which includes a link or two) that still provide value.
But how to create a newsworthy press release? It will help if you write for a well-known, highly regarded brand or company but if you keep in mind to write a press release around one of the following subjects, your news should be picked up more easily:
3) Pointing out a certain result – for example, a press release stating something like ‘xyz investment yields 10%’ or something along these lines.
4) Important staff or management changes at the company – beyond the intern of course!
Just do not expect that simply throwing a press release onto a press release will help you any further. Any use of press releases for quick link building is a dated tactic and has been ineffective for a while. Create something worth sharing and use press releases that do more for you then simply putting your content on their website and dare to ask money for it. They should be the search engine for news related to your press release. In fact, press releases should be the shopping centre in your neighbourhood where news site that bring news related to your business or product go to do their shopping for relevant news items.
Press releases have become even more important as ranking on Google should not be the marketing instrument you should solely rely on at this time now. We have social networks, apps and other great channels to reach our target markets. It is about giving attention not to just ranking but focus on multi-channel marketing as well. And press releases are one of the best, if at least you put an effort in them and build relationships with the press release sites relevant to your industry.