Press releases were designed to allow companies to alert the press of newsworthy happenings, and to give them all the information they may need in order to write up a story about on their own site (where they’ll most likely link to you).
But – as Gary Vayerchuck pointed out – “marketers ruin everything”:
…and thus, in the world of SEO, press release submissions have become extremely spammy.
Because most press release distribution websites allow you to include at least one backlink in your press release, many SEOs (if they can be called that) have used them over the years for no other purpose than to get this one – relatively low-quality – link from the press release distribution site itself.
Here’s an example:
But, if you have something genuinely newsworthy to say, press releases can be an efficient and cost-effective way to attract some high-quality links.
Here’s the process:
- Write a press release
- Submit it to a press release distribution website
Press releases usually follow a particular style, so if you have little/no experience writing them, it’s best to hire a professional. There are plenty of freelancers out there who write great press releases for a relatively low cost.
When you have your press release, you need to submit it to a press release distribution network, such as PRNewswire.com.
Note: With most sites, this will usually cost $100-$200, but if your press release is well-written – and you have something remotely interesting to say – this will be money well spent.
Sign up and click the “Send a release” button, then follow the instructions.
Pay for the release and you’re done. It’s now just a case of monitoring links acquired.