Press Releases and SEO – Why SMBs Need Press Releases
By J.Michael Palka
PART 1 of 3
Most small to medium sized companies tend to skip press releases and focus only on the advertisement side of marketing. One common misconception is that press releases are best left to large-scale companies and are ineffective when used by businesses with a smaller coverage of the market. This is actually untrue. What most business owners do not realize is that when done correctly, press releases can be the most cost-effective method of getting their venture known by the public.
What is a Press Release?
Prior to discussing all the advantages of press release for SMBs (small to medium businesses), it is important to first define exactly what a press release is. Note that a press release is first and foremost a communicative tool. Its main purpose is to provide information about a company. It is only through careful wording and placement that a press release can become a marketing tool that is effective in boosting a website’s ranking and reputation.
A good press release should be able to address the questions of what, where, when and how.
Other purposes of a press release include:
· Get coverage from the press, preferably from a wide-reaching syndication.
· Build inbound links
· Start ranking for new keywords.
· Boost the company brand.
· Gain authority within the industry.
· Make it easier for clients to find you.
Why Use a Press Release?
A press release allows exposure to a wider range of market possibilities compared to other advertising attempts. However, that is not the only reason why press releases are deemed to be weightier when it comes to impacting the target market. For small to medium businesses that are currently considering the advantages of press releases, following are some reasons that may help sway them into the decision.
· Consumers consider it more reliable. Advertisements usually stir doubts in most people since they are so obviously put up by the sellers. Hence, any claim made will be matched with cynicism. The same doesn’t hold true for press releases. Since they are provided by third parties, target markets view it as more honest. Hence, they tend to believe them even more, increasing the brand’s reputation. Think of press releases as reviews coming from highly reliable sources – this is the kind of big impact that they can provide.
· Good for link building. With links placed in various syndications, there will be lots of incoming links for the business. This will allow for the steady and quality accumulation of links, helping propel the business onto the top pages for keyword-related searches.
· Boosts search engine ranking. Practically all company efforts online is to boost their ranking in Google, Yahoo and other search engines. Considering how online publications get quality hits on a daily basis, publishing a press release is always a good idea. This increases the inbound links to the website – and from a reputable domain at that! For anyone who is familiar with Google, this search engine does not just take the number of inbound links into account but also where the links are coming from. If these links come from high-ranking websites, they are worth more and could propel the business into the first page of the search engine results.
· Allows for easy searchability. With press releases, companies will have no problem being found by the people that could really use their product/services. Suffice to say, a press release manages to keep the business on the spotlight without having to spend too much money on the task.
· Increases web site traffic. This is directly related to the increase in search engine ranking. Studies show that more than 50 percent of web surfers click on links found at the first page of their searches. Hence, managing to land on the first page will ensure that websites are getting more traffic than usual for their domains. With more traffic in, businesses are in the position to create more enticing selling campaigns for their consumers, significantly increasing their sales.
· Introduction to new users. Press releases make it possible for businesses to reach not only their target but beyond that. Publication syndications are usually read by individuals from all walks of life, ensuring that many of those will be exposed to the information.
· Look better than competitors. Another reason why press releases are so much better is because they attain a certain level of quality not present in other businesses. You see, most people view published works to be the best in a niche. If the product, service or company has deemed the right to be news-worthy, then there is a good chance that it is the best in the field. Hence, press releases actually improve a company’s branding, allowing the target market to believe that that one service/product provider is the only go-to when it comes to their needs.
· Press releases are cheaper. Compared to the more complicated aspects of advertising, a press release is definitely cheaper. Advertising can take on many forms from radio, tarpaulins, TV and brochures. Press releases, however, are pretty straightforward and offer a more extensive distribution without the price tag attached to it.
· Provides constant exposure. With press releases, businesses can make sure that they are constantly on the spotlight. By being seen often enough, the company can slowly yet effectively build their brand to the public. Being published also makes their business appear larger than they really are, increasing the perceived value in some clients.
Of course, those are not the only reasons why issuing press releases is a good idea for small and medium sized businesses that would like to conquer their target market. As business owners try out this technique, they will find that there are so much more leeway for press releases, allowing them to get as creative as possible. Done correctly, press releases can help small and medium companies gain the reputation equal to multinational ventures.
J.Michael Palka has been involved in the MLM industry for over 30 years. He is known as one of the Godfathers of the industry for his promotional and PR work in helping give birth to the industry in the early 80’s. He also co-founded Millionaires in Motion, one of the most successful training programs in the industry. Today J.Michael helps companies understand and implement public relations campaigns.
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