May 26th, 2010 by Susie

Depending on the nature of your business, you may frequently have to post press releases within either your own or other online news pages. Press releases are an essential part of most businesses, as they set the record straight and avoid any speculation, whether true or untrue, of spiralling out of control. Press releases have been around for a long time and although the way in which they are dictated has changed over the years, they are a staple element of any public relations or marketing strategy (including SEO) and will always be an integral part of any business.

With the increase in people reading the news online and accessing the majority of their information here, the need for press releases to be tailored to online users has never been more important. Writing a press release with search engine optimisation in mind differs from writing a standard press release, as you have to get all the required information in but at the same time, make It searchable and enticing to online users.

A lot of search engine optimisation professionals are against press releases, perhaps because they perceive them to be a little old fashioned or dated. However, the truth is that sometimes the classic methods are always the best, and posting relevant and informative press releases can actually benefit your online presence and increase traffic to your website.

One of the best things about press releases, if they are interesting and relevant enough is that any other company website or news site which posts information on your industry will want to include your press release or at least link to it. A press release is a fast and effective way of getting a lot of backlinks to your website, as other websites will need to share the information as quickly and as accurately as possible. This is particularly effective if the press release contains some form of breaking news or controversial information which the industry as a whole has been waiting for. To save time and be one of the first to post information a website may choose to just create a link to your press release page rather than write about it themselves. Even if they do decide to compose their own article on it, they are highly likely to link back to your site for accuracy and ethnicity purposes.

Once people start linking to your pages via other sites, the rate in which your web page links are distributed are phenomenal. If the story is detrimental to your particular industry or company then a good press release will be linked to for months or even years after, creating not just a short term increase in your clickthroughs, but a long term presence of visitors to your site.

Once your press releases appear more frequently within search engine results pages (SERPs), both search engines and human users will get used to seeing you there, and we all know how much both search engines and users favour familiarity. Regular clicks and interesting and relevant news releases can help towards gaining the trust that is required for successful search rankings.

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