The Panda 4.0 release had a notable negative impact on the SEO power of many PR websites, including PR Newswire. This led to the press release site issuing new guidelines to help ensure that their site only published quality content in an effort to recover some of their visibility.
The conversation has also delved into the value of a separate media releases in the age of digital marketing and social media. Brands now have multiple platforms where they can promote themselves, including their own blogs and social media platforms. Given the followings that brands can cultivate on social media, promotions that run on these platforms can be very effective. Since these forms of promotion also take place on the web properties of the brand itself, they offer greater control over any prospect interaction that occurs as a result.
Despite these changes, press releases still can provide value for brands. Many of the reputable media release sites have significant traffic and continue to carry strong rankings online. Thus, a release on one of these sites can help bring your brand to the top of the SERP. This can be particularly helpful if you want to promote your brand for particular keywords or events for which your site does not rank highly organically. Remember also the value that backlinks offer outside of boosting rankings. Even if the backlinks in your release do not count positively towards improving your position on the SERPs, they can still help drive traffic towards your page. The fundamental rule of PR is to make sure you have something newsworthy or of value to your audience—without that you will damage your credibility and future engagement.
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