by John Eberhard
Having links to your web site from other sites is very important. In fact, it is the primary factor used by Google in deciding your site's ranking for any given keyword.
In other articles I have discussed submitting articles to "article directories," also called "content hubs." This is a great way to build quantity links to your web site, as your articles appear on the content hubs themselves and they count as a link to you, plus your articles get downloaded and posted on other web sites and blogs.
Optimized press releases are a great way to build quality links to your web site. I recommend doing this in conjunction with submitting articles to article directories. That way, you're getting the quantity and quality links.
Online PR consists of writing optimized press releases, putting them out on a blog, and also submitting them to online PR or press release sites.
There are a fair number of web sites now that are public relations sites, where you can register, then submit press releases to them. These online PR sites serve several purposes:
a.Journalists can use them to find interesting news stories, which they will then print in other news outlets, including web sites, magazines, newspapers, radio and TV stations.
b.When you submit a press release to an online PR site, the content from these press releases can get into Google News and other big news sites, where it then influences the search engine rankings for your web site.
c. These online PR sites rank really well on search engines, so your release will rank highly.
Optimized Press Releases
An "optimized press release" is a press release which announces an event of some kind, and which contains your selected high priority keywords. These are the keywords that you would like your web site to rank highly for in the regular search engine results pages (SERPs).
By writing press releases that are optimized for the keywords you would like to rank for, and then submitting these to online PR sites, these releases will get listed in Google News, and will then move over into regular Google listings.
It is ideal to write an optimized press release and send it out on online PR sites once a week, and continue doing this over a several month period. But if you can’t do this every week, once or twice a month is still very helpful.
Blogs: How They Work
One important thing to do with a press release is to put it on your blog. Blogs are treated as more important than a regular web site by the search engines, as they tend to be updated more regularly with new information. And the people running the major search engines consider fresh content to be very important.
I used to take new articles on my site and client sites and put them into an RSS feed, which stands for “really simple syndication.” However, I don’t bother with this anymore because all blogs create an RSS feed automatically and update it every time you put a new post on the blog. But for people who are interested, they can pull your RSS feed into an RSS feed reader, which is a handy way to review new content from selected sources that you want to follow.
After you post a new press release on your blog, you want to ping (send a notification out to) the blog search engines. There are about 30 of these specialized search engines. This then gets your latest article or release listed in the blog search engines. WordPress blogs can be configured to do this automatically every time you post something. For other blogs you can use the site www.pingomatic.com which only takes a minute and is free.
The key things to keep in mind with online PR and optimized press releases are:
1. Write a new release frequently. Weekly is best.
2. Use the keywords in the release that you want to be ranking highly for.
3. Submit the press release to at least one free online PR site. Select one that will get the content into Google News. We submit client releases to 5 sites.
4. Put the article up onto your blog.
5. Ping the blog search engines.
6. Repeat the process each week and keep it up for several months. This will really start to raise your rankings for the keywords you are targeting in your optimized press releases.