Getting on top of the search engine result pages is important in distributing press releases. However, it’s not yet done if you think that it’s all you need.
You need to know how using newswire services can help in off-page SEO. But before that let’s first take a look at the different terms important for you to understand the whole SEO process.
What is SEO?
Search engine optimization (SEO) is the process that a site needs to follow to rank on the search engine results. It matters in order for you to gain credibility, promote user-friendly site and attract visitors to your site.
Search engines like Google has developed algorithms that crawl through sites and bring the most relevant one on top of the result pages. SEO refers to the language understood by the search engines that tells what information can be found in a site.
What is On-Page SEO?
An optimized release has the ability to rank on the search engine result pages (SERPs). It involves keyword research and the following on-page ranking factors will help your release rank:
- The quality of your content: You need to write quality, newsworthy and relevant releases. It is why people visit your site and why Google and other search engines will rank you. A well written content answers the people’s inquiries and are incorporated with multimedia assets. It should also be linkable for the users in order for you to rank.
- URL: It shows the hierarchy of information on the page in order to show what’s relevant.
- Title Tag: Next to the quality of the content, title tag is important for SEO.
- Your page should load fast.
- Mobile-friendly user pages.
- Optimized internal links.
- Image optimization.
- Text formatting.
- No broken external links.
What is Off-Page SEO?
Off-page SEO are the things you can do to optimize your site externally. It includes link building, social bookmarking and social media marketing.
Off-page SEO is important because it gives a particular page or site on how other site and users perceive them. A relevant and useful content is more likely to be liked, share and commented, acquire links from other sites, and is more probably to be bookmarked.
Now that we know the different terms important for us to understand the topic, let’s check how using a PR service can boost your off-page SEO:
Social signals have replaced backlinks since Google has altered its algorithms to rank sites. However, it doesn’t mean that it doesn’t help in enhancing the off-page SEO.
What are Backlinks?
Backlinks, also called as “inbound links” or “incoming links” are formed when one site link to another site. When an external site link to another site it is called “backlink.”It is important because it signals the confidence that other sites have for your own site.
When a site links back to you, it means that they “vouch” on your content. They have confidence in your content and considers it as relevant and trustworthy.
When a lot of sites link to a certain site, Google can see it and will reward that site by ranking it on the top searches. Earning backlinks can help boost a site’s visibility and ranking.
Earning backlinks is part of off-page SEO. When a site earns backlinks, the process if called link building. But, not all backlinks are valuable.
Some are more important than others. As a site owner, you want to earn links from popular, authoritative and trustworthy sites than spammy and low-authority sites.
While earning backlinks have an impact on your site, the links you create to others can also have an effect to your site. Don’t just link without considering the site’s authority, content, searchability and more.
Importance of using newswires for off-page SEO:
Press release distribution Newswire services are use to distribute backlinks far and wide. A PR service distributes your release across various channels and syndicated locations. You can expect a continuous flow of traffic in the first few weeks once Google has indexed your site.
You gain trust.
When your content is on top of the search results and people are coming to your site, you’ll be on top of the minds of the potential buyers. These people are not limited to common users.
Journalists and influencers can also build their confidence in your brand once they see that your story is newsworthy. Be alert because not all publicity can be good ones. Keep your releases relevant to the users by providing value.
You gain site traffic.
One study has found that 70 percent of online news users visits news sites several times a day. About 47 percent of them would visit a news site first to check the news once they heard of something relevant.
There are a lot of people consuming news online. If your site is not using newswires for distributing your releases, you’ll be missing a lot of potential customers. If you become prominent in the search results, you’ll drive more traffic to your site.
You can manage your reputation.
Distributing releases can help you protect your online reputation. If you encounter a crisis, quickly distribute a release to air your side.
It is one way to show that you are handling the issues. You can prove that you are taking things seriously in your own hands.
A release is a great way to promote your message using your own voice. Since you cannot limit other people from talking about your brand, you can answer all the issues through a release.
You can be a thought leader in your niche.
If you continue to share newsworthy and relevant content, people will see you as trustworthy and a valuable brand. You can immediately earn trust.
You don’t have to advertise or promote your product. Once you earned their trust, they are more likely to buy from you.
It is an affordable SEO tactic to boost your site in the ranking.
You don’t have to use paid ads to promote your products or services. Not only that, distributing releases via newswires provides a way to measure the success of your campaign.
Your news can easily go viral.
Your releases can send social signals. An optimized release is seen across social media channels that can make your news go viral.
When your news is viral, everything ill fall into place. It creates a domino effect that drives traffic to your site, you earn authority and trust, you boost sales and more.
You gain more audience.
One source of traffic to your site can come from RSS (Really Simple Syndication). It is a system that distribute content from one publisher directly to the users.
When you use a distributing service, you increase your prospective buyers. You have more earning potential that can boost your sales.
You become visible.
PR services can place your news on Google News. When Google indexes your release, it can be stored in its database permanently.
When you appear on top of the rankings in the search results, the media, influencers, investors and customers can easily see your content when they search for your brand.
Off-page SEO is important part of distributing releases. When done right, successful SEO tactics can deliver a number of benefits to your site, including boosting your rankings, improving your page ranking and getting more exposure.
Writing releases is not your answer to build links if you want to optimize your content for the search engines. Unfortunately, a lot of webmasters tried to lure Google by manipulating its algorithms.
The practice of manipulating Google is called Black Hat SEO. Google recognized that a lot of spammers use these techniques. It quickly launched updates like Panda, Penguin and Hummingbird to address the issues.
Google makes sure that only newsworthy and relevant content gets on top of the search results. Spammy sites are removed from the rankings. Google keeps on changing its algorithms.
It is important for you to as a marketer or site owner to know these updates. By knowing these rules, you can ensure that your releases wouldn’t violate any rules set by the search engine.
The “nofollow” Link
Google commanded sites to use a “nofollow” link attribute in releases that signals that the content doesn’t provide any link juice. This way, the search engine doesn’t count that link as a “vote of trust.”
Whenever you distribute releases, always use the “nofollow” tag on all your external links.
If you want to attract links or other sites to link to your site, you should write newsworthy and interesting content. Noone will link to you if it’s not relevant anyway.
Don’t forget that social media is a significant part of off-page SEO. Although most of the links you get from social media has a “nofollow”tag, it doesn’t mean that it doesn’t offer any value. Social media mentions and other publicity you gain from your releases are ranking factors that can boost your SEO.
Both on-page and off-page SEO are important for successful content marketing campaigns. Provide valuable content at all times to reap the benefits.
Don’t focus on building links. The moment you concentrate on providing relevant content, you’ll eventually earn quality links and boost your rankings.