Besides writing a properly formatted press release for
journalists, bloggers and the search engines, you have to distribute it around
to various outlets for it to have much impact. Simply posting it on your site
will not do much outside giving your site more content to offer the search
In order for your company news to make a splash, it needs
further distribution. There are essentially two types of press release
distribution outlets - paid and free. In our third and final article on press
releases, we'll explore each type, what you need to look for and some suggestions
on a couple we use to spread our company news around.
For example, many of our press releases appear page 1 of
Google results within 24 hours when using the right distribution outlet.
Once you have your optimized press release posted on your
site in an optimized
like this one, you can explore the following options.
Paid Press Release
Press release distribution outlets, whether they're paid or
free, are either actual newswires that carry anything and everything or are
industry specific. Some even combine the two (the best) and allow you to not
only choose a specific geographic area to distribute your news on the wire but
applicable industries as well.
A good press release distribution outlet will provide
several options for optimizing your press release. Anchor-text links, keywords,
meta tags and distribution to large outlets like Google News and Yahoo! News
are just a few of the things you want to look for.
There are several outlets to choose from out there. Some are
more like traditional newswires while others allow you to target specific
is an example
of a true wire service that also allows industry targeting. As far as cost,
distribution within a specific state is around $150 with regional and national
distribution costing a little more.
You can add an SEO optimization (which brings permanent
benefits) for an additional $75.
Other outlets mainly let you target specific industries. PRWeb.com
is one example where pricing is
based on how many industries you want to target. Other outlets are specifically
designed for a specific industry, like technology for example.
Free Press Release
If money is a concern and you need to do the best you can
with the least, free press release distribution outlets are an option you need
to consider. In fact, you should distribute to a few free outlets even if you
use a paid service like Marketwire.
While they won't necessarily offer the same services as paid
outlets, you should look for the same elements mentioned above: keywords,
anchor-text links and more. One of the big differences though is free outlets
only create one page on a particular site and do not syndicate it like many
paid outlets. Therefore, it pays to post your press release on more than one
Below are some examples of good free press release
distribution outlets. Some are even industry specific so if your company's news
fits into any of those, you can use them for more targeted exposure.
- PRLog -
Allows you to choose up to 3 industry categories along with distribution to
Google News and numerous search engines. Allows you to choose multiple
categories and keywords and allows HTML links in the body.
- PR.com - Allows
free distribution to one industry channel, Google News and on the PR.com site.
You can choose multiple industries and further SEO enhancement for a nominal
Expo World - Specific to technology related companies. Allows you to choose
three keywords in each release that will link to your homepage.
Of course, these are just a few of the press release
distribution option out there so carefully choose 3 or so outlets to distribute
your company's news. Be sure they allow anchor-text links, keyword optimization
and check to whom and how they distribute press releases.
September 21, 2010
Stone Reuning is president and founder of SEO Advantage, Inc., an online marketing firm and website optimization company that helps businesses turn their websites into powerful lead and revenue generation tools.
Beginning with a focus on search engine optimization in 1999, SEO Advantage now brings a full multi-disciplinary approach to each client website. Clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services. Experts in SEO, social media optimization, online reputation management, and website conversions work hand-in-hand with small business owners and client marketing departments providing complete copywriting and creative web design support.
You'll find SEO Advantage referenced in books such as Writing Web-Based Advertising Copy to Get the Sale and the BusinessWeek bestseller The New Rules of Marketing & PR, as well as popular ebooks like The Small Business Blogging Blueprint.