by Mark Shapiro, SRS Tech PR
Press releases are no longer just for the press. They are for SEO, for customers, for the world….

Press releases and news announcements serve many different functions in addition to being source material for journalists to write about. Yes, it is good to have BIG news that will motivate a writer, editor or journalist to write about your company, product or service, but that is no longer the only reason to create a press release. You don’t need big news, just a good hook.

Whether or not you use a Public Relations Agency or do it yourself, here are three good reasons why you should try to write and distribute a press release every month.

1. Good SEO (Search Engine Optimization) - One of the most important components to getting top Google, Yahoo, Bing, etc., search page results – appearing high up or number one when someone searches for your product or services – is the number of external web sites that link to your web site.

Post on External Sites. Your news release appearing on an online or industry news site, at a social networking site, on a newswire such as BusinessWire or PR NewsWire, or even at a directory of press releases, helps improve your site’s overall SEO. Many other sites and blogs may pick up that release and print it on their pages as well, further increasing the Search Engine results for your web site and business.

Post Often. You need to post new releases on a regular (monthly) basis. As most major news sites only keep their press releases online for about a month or so, you need to keep posting new press releases and news announcements every month to maintain your SEO rating and web page search results positions.

Post on Your Own Site. You should also make sure your press release gets posted on your own web site. You will be amazed by how many businesses neglect this obvious step. This will increase the amount and quality of content on your site. Most search engines heavily weigh the amount of quality links pointing to your web site and the amount of quality content you have on your site. News announcements can fulfill both.

2. Good Marketing. Your news announcements and press releases can inform potential customers about your company, its products, services and areas of expertise. No longer targeted to just the press and media, good press releases and news releases also function as marketing documents for your organization.

Most people and businesses now rely on a web search as an integral part of their search for products and services. Seeing your news announcements all over the web – at the magazines they read, at various blogs, and as a result of web searches, can greatly help boost your company’s brand and product awareness in their mind. It is also useful to have news announcements that inform current and past customers of what is new and that you are still successfully in business.

3. Good Contacts. Press may be interested in your “small” news and may want to include it as a standalone announcement or as part of a trend article or column for an industry overview or product round up. Also, it is also useful to inform the press that you are an expert in your industry area and are available for comment as needed. If they don’t see press releases from you or your company on a regular basis, you will drop off their radar screen. You need to show ongoing, consistent news and growth or the press will forget about you.

Press releases don’t have to be big news. Small news is fine. A new hire, updated web site, and upgrade to your software, new partnership, maybe speaking at a conference or industry event – any of these will serve as press releases that will improve your SEO, your marketing, and your contacts within the press.

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Mark Shapiro is a public relations expert with  SRS Tech PR, which has over 17 years of experience in high tech media relations and public relations. They know how to get big results with tight budgets. ”Media Relations for the Connected World.” mshapiro@srs-techpr.com,  1 619 249 7742.

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Wednesday, April 7th, 2010, 7:08 am   |   Public Relations, SEO  |  RSS feed |  Respond  |  Trackback