Are Press Releases Still Relevant?

Once upon a time, the press release was a powerful tool that companies could use to spread their story to their customers, investors and potential employers. However, things have changed a lot since those days. Now companies can reach their audience through a variety of platforms: social media, blogs, webinars, and email newsletters etc. While these new platforms made press releases somewhat irrelevant, they continued to exist because of their inherent SEO value.

Press releases used to help sites rank high in search engines because they allowed companies to post links optimized with their most important keywords. These press release links often played a crucial role in determining a site's position in search results. Needless to say, online marketers sent out press releases whenever they got an opportunity.

However, they no longer carry that SEO value. In fact, recently Google described the keyword-rich press release links as link schemes. What this means is that the anchor texts in your press releases will no longer improve your site's performance in SERPs.

Worse still, if you have a habit of placing too many text links in your press releases, they might even hurt your rankings. The move has hurt the prospects of content factories that churn out press releases will the sole objective of creating 'unnatural' links. What about those folks who write press releases to actually distribute useful news? Well, this move could affect them as well.

Has Google killed press releases?

Well, not really. You can still produce a newsworthy press release devoid of buzzwords and clichés to deliver news to your target audience. You can also include Google-sanctioned hyperlinks in your press releases. But companies need to realize that there is very little they can accomplish with isolated press releases.

 

There are still several things that press releases cannot do. Unfortunately, some companies are yet to get the message.

A press release won't get you guaranteed coverage in influential media outlets. Of course, there are a few reporters who still like press releases for the well laid out information they provide. However, there is still nothing to assume that you will get actual coverage by sending a release to these folks. When their email inboxes get filled with irrelevant or even spammy news, editorial staffers won't be able to devote a lot of time to read wordy press releases.

In fact, sending a personalized email is even better, but it requires more efforts than a press release.

In the olden days, the audience for a press release was editors and reporters. But now this literature is read by nearly all people. However, there is no guarantee that your press release will get read just because you posted it somewhere. The way you optimize and distribute the press release is equally important. Here are a few things you need to consider:

You have to include all relevant hashtags in your press release and distribute it through relevant social media sites.

Put your keywords/ keyphrases in the heading and subheads. And most importantly, follow Google's guidelines about anchor text. You should also consider including pictures and images that make your press release more shareable.

Press releases are not much different from other platforms that companies use to spread their word. Just like other platforms, press releases, too, are evolving. It is true that they have lost much of their importance, but they might still be around for some more years.