DRIVING SEO

WITH PRESS
RELEASES

HOW-TO GUIDE
 Driving SEO with Press Releases
HOW-TO GUIDE

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 effect-
ively 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.

How Press Releases Boost SEO

Mike Cherenson, former Chair and CEO of the Public Relations Society of America (PRSA), said:
“Authentic and relevant link building, aimed at driving engagement, informing publics, and building
mutually beneficial relationships should be a part of every public relations and SEO effort." Experts
and industry insiders agree on the value of this practice is valid, but how does it work?

Quite simply, the goal of using press releases is to generate backlinks to a website. This seems
straightforward enough, but there’s more to understand. Not all links are created equally, so it’s
important to know what kind of links help put your site higher on a SERP, and to understand how
to generate them.

Google, the dominant search engine, claims to discriminate between types of links, so it’s
important to stay current on how Google and other search engine providers rate and rank links.

When a company issues a press release, it typically includes links in the body of the release. When
that release is issued through a wire service, those links appear in the distributed version of the
press release that appears on the news distributor’s website.

2 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

These are the links that Google doesn’t view as “authentic”, and Google has claimed that these links
won’t help with SEO. Others in the SEO industry dispute this claim. What isn’t disputed, however, is
the value of links from media websites that pick up a press release and cover it on their own websites.

What this means is that the most valuable links a press release generates are produced indirectly.
While the release may contain links in it, the links that come from a media outlet’s website that
picked up the release and covered it are of the greatest value.

Furthermore, Google, and presumably other search engine providers, don’t value all links from
media outlets equally. For example, a link from a well-known, highly visited media website will boost
your site’s placement on a SERP higher than a link from an obscure, lightly visited media website.

Writing Press Releases For SEO

SEO doesn’t change the fundamentals of writing good press releases, but it does add some new
requirements, which are critical to having press releases produce the desired SEO benefits.

What hasn’t changed is the need for press releases to provide clarity with respect to the message,
and to conform to conventions for structure. Writing a great press release should always begin with
agreement on the core message: what is the primary information the release needs to convey?

Often there are several messages a press release could contain, but it’s best to orient a press
release around the most important one. To help prioritize messages on which to base a press
release, use the Demand Metric Message Mapping Tool.

Whichever message emerges as the primary one, structure the entire press release around it
using the inverted pyramid style of writing. To understand how to write a properly structured press
release, use the Demand Metric Press Release Template.

3 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

When writing press releases for SEO, you must account for these SEO-specific tactics:

Keywords. The goal of using press releases for SEO is to help your web content appear high
on SERPs. To accomplish this, you need to make sure your press release is populated with the
keywords and search terms that matter. Search engine algorithms consider the frequency with
which terms appear in web content, so make sure you use plenty of keywords and search terms
you want associated with your content. Keep in mind that what matters here is frequency more
than variety. While it’s fine to use variations of your keywords in a press release, make sure they
appear multiple times throughout your press release.

Keyword competition. As you’re making sure to include keywords and search phrases
throughout your press release, it’s a good idea to use the Google AdWords Keyword tool to
see how much competition there is for your terms. Ideally, you’d like to have keywords where
the competition is low and the number of global monthly searches is high, as this will produce
the best outcome for you.
Here’s an example of the analysis the Google AdWords Keyword tool provides when the
keywords “flux capacitor” was entered: Based on these results, “flux capacitor” is an excellent
set of keywords because the competition is low and the number of monthly searches is high.

The headline. This is the most important real estate in a press release. The traditional conven-
tions of a press release apply: the headline should summarize the content of the release. Other
best practices include referencing the name of the company or product in the headline.
The challenge when it comes to SEO is that Google looks at the first 60 characters of a headline
as most important. Summarizing a release in a 60-character statement that contains the relevant
references is often difficult. However, it is critical to find a way to do this so your press release
generates the maximum SEO benefit.

Links. Your press release should contain links to related content on your website. Ideally, the text
of the link in your press release contains the keywords you’ve chosen, which then link to content
on your site that also has those keywords. A good rule of thumb is to include one link for each 100
words of press release body text.

Distribution. The most critical success factor for this strategy is distributing your press releases
using a news distribution service, such as Marketwire, PRNewswire, or PR Web. By putting
your press release into distribution, you’re taking advantage of the network and reach these
services provide. While the mechanics of using these services are similar, they offer different
pricing packages and distribution options, so evaluate them closely to determine which one
best meets your needs.

4 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

The Pros And Cons of a Press Release SEO Strategy
While the risks of a press release SEO strategy are low, you should weigh the advantages against
the disadvantages before committing to this course of action.

Pros
Link building. The authentic backlinks created through this process can give your
SEO efforts a significant boost.
Publicity. Don’t forget that the original purpose of a press release is to get editorial coverage,
they still work this way.
Immediacy. It doesn’t take weeks or months to execute this strategy. You can literally issue a
press release one day, and within 24 hours or less have new backlinks to your website.

Cons
Cost. In addition to the time required to draft quality press releases, there is a cost to distribute
them through a service, typically between $99 and $250 per press release. If you issue
releases frequently, these costs can add up quickly.
Narrow focus. Press releases are written in a specific style and for a specific purpose. This
style rarely appeals to customers, prospects, or the general public. While you can certainly
repurpose the content from a press release for other uses, a press release in its native format
isn’t very appealing to non-media audiences.
Reputational risk. Any form of mass communication carries with it the risk of harming your
reputation if you do it poorly. This press release strategy is no exception. Failing to understand
the process, follow conventions, use best practices, and emit quality content can cause harm
to your brand instead of producing SEO benefits.

Bottom Line
Content quality is king in this strategy of using press releases for SEO. Following every step and
best practice described in this guide will not produce results if the content of the release is poor.

So while this process is not complex, all aspects of it require attention to detail and proper execu-
tion. When this happens, the SEO benefits this strategy can produce will amaze you.

5 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 Action Plan
STEP 1 - Emphasize Content Quality

Emphasize Activate the Content Quality

1 Content
Quality Checklist for Best Results

Only commit to this strategy

if you are capable of emitting
Develop a
2 Press Release
high quality content. Even
though your goal is to land
Schedule
higher on SERPs, the audi-
ence in this information chain
will determine if the news
Author Press in your press release merits
3 Releases space in their media.

In addition to well-written
press releases that adhere
to conventions, content
Distribute Press is judged more favorably
4 Releases when it includes related
or explanatory graphics,
photos, and videos.

Measure
5 Results

Content Quality Checklist

VIEW RESOURCE

6 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 Action Plan
STEP 2 - Develop a Press Release Schedule

Emphasize Give Yourself Time to

1 Content Quality Develop the Strongest
Content

2 Develop a
Press Release
Schedule
Plan ahead by putting a
calendar in place of content
you will emit via a press
release. This allows plenty of
time for drafting, reviewing,
editing, and refining
Author Press
3 Releases your content.

Use the Demand Metric

Public Relations Calendar to
document your release plan.

Distribute Press
4 Releases

Measure
5 Results Public Relations Calendar

VIEW RESOURCE

7 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 Action Plan
STEP 3 - Author Press Releases

Emphasize Hire Quality Writers to Get

1 Content Quality the Job Done

Authoring press releases is

Develop a usually a job for an accom-
2 Press Release plished writer who under-
Schedule stands the inverted pyramid
style of writing.

Follow the “two sets of eyes”

3 Author Press rule. To avoid embarrassing

Releases mistakes, have at least
two reviewers for all press
releases. Choose reviewers
who make sure to encom-
pass fact checking as well
Distribute Press as grammar, spelling, and
4 Releases contextual errors.

Measure
5 Results

Press Release Template

VIEW RESOURCE

8 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 Action Plan
STEP 4 - Distribute Press Releases

Emphasize Choose A Press Release

1 Content Quality Distribution Service

Select a press release distri-

Develop a bution service that offers the
2 Press Release best pricing and distribution
Schedule that meets your needs.

Issue your press releases

through the service you
Author Press selected.
3 Releases Issue press releases on a
regular basis. While even
a single press release can
favorably impact your SERP
Distribute ranking, you probably won’t
4 Press
Releases
start seeing the full benefits
of this strategy until you issue
press releases on a regular
basis, such as weekly.

Measure
5 Results

9 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 Action Plan
STEP 5 - Measure Results

Emphasize Working with Analytics to

1 Content Quality Boost Your SEO Efforts

The press release distribu-

Develop a tion service you use should
2 Press Release provide you with some
Schedule analytics for the reach press
releases hosted on their site.
Use your own web analytics
to monitor traffic and visits to
Author Press
3 Releases
your site. Ideally, you’ll see
a spike in the wake of each
press release issued.

Distribute Press
4 Releases

Public Relations Metrics Dashboard

5 Measure
Results
VIEW RESOURCE

10 DRIVING SEO WITH PRESS RELEASES HOW-TO GUIDE

 About ANA

The ANA (Association of National Advertisers) makes a difference for

individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
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