PRWeek asks: What is the Impact of Panda 4.0 on Today’s Press Release?

July 2, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Earlier today, PRWeek tackled a topic on the minds of communication professionals around the globe – the impact of Google’s Panda updates on the press release.

logoSmallIn this piece, they ask experts from newswires and agencies alike whether this change will kill or enhance the press release.  Every respondent agreed – the press release is not dead.  In fact, thanks to this change, which effectively removed low quality content from mingling with high-level content, PR professionals have a terrific opportunity to reach and activate key audiences.  Today’s PR pros are in fact seeing greater success and visibility within key audiences with highly targeted, well-written, multimedia enhanced news.

Read more about Panda 4.0: Good news for content, bad news for link-stuffing at PR Week.  Curious on the best ways to craft a release in 2014?  Check out our free guide.


Business Wire Establishes New Standards for SEO with the 2014 Guide for Press Release Optimization

January 8, 2014

As we enter into 2014,  we are still receiving a lot of questions about how SEO should be used with a press release. One of the biggest misnomers we hear is that you cannot use any links in a release and that keyword research is not applicable anymore.  In an effort to clear up some of the confusion with SEO best practices for researching, writing and distributing a press release, Business Wire has put out a new guidance report titled “A Guide to Press Release Optimization.” The download is available for free and will answer all of the questions regarding press releases and SEO for 2014.

Business Wire PR and SEO in 2014The press release guidance report shows the major changes that have occurred with the press release including updates from Google that have redefined how the release is written. Additionally the report discusses best practices moving forward including future SEO and social trends in 2014. The guide is structured chronologically as a reference that will walk you through all of the steps of a press release from research and planning, through writing content, and into final distribution and measurement.

The idea is to have a standard that professionals in the communications industry can use as a guide when developing a press release for the New Year. All of the ten tips include examples and strategies including many free tools that are available to all professionals.

Tips include:

  • How to research and learn the behaviors of key constituents
  • Complete overview of the latest algorithms, and how to benefit from these updates
  • Recommended  press release layout improvements
  • How to properly use links
  • What you need to know about press release keywords and key phrases
  • The importance of high quality content
  • The role multimedia plays in increasing discovery and action in 2014
  • How to use social media strategically
  • Using a responsive design webpage for mobile
  • How to choose the proper news distribution method

The report can be downloaded, for free at http://go.businesswire.com/guide-to-press-release-optimization. Click this link to share it with your Twitter followers:  http://ctt.ec/4v0K3

Google Hummingbird

Need more incentive to download our report?  Business Wire will select, at random, 18 people who downloaded our guide to receive a hummingbird of their own!

We want to hear your comments. Let us know what you think of this guidance report and follow us on twitter @businesswire.


What We’ve Learned: A Round-Up of Tips, Tricks and Tools from Some of the Top Public Relations and Marketing Conferences

November 20, 2013
by Meghann Johnson, Sales Manager, Business Wire Chicago

Curious about SEO in the new age of Google Penguin and Hummingbird? Interested in the very latest content marketing best practices?

We were too, which is why Business Wire recently attended a wave of industry conferences including Search Engine Strategies, PubCon, AdTech and the Internet Summit, all to uncover the latest and greatest tools, tips and techniques for public relations and marketing professionals to meet their business goals.

And even though we learned a lot, there was one discussion on the top of everyone’s mind – how social media engagement impacts SEO. The number one point reiterated at every conference is that while an individual piece of content may no longer generate increased SEO, social media interactions can impact the ease in which content is found. The better the content, the more engagement it receives, the easier it is to be found. The lower the quality of the content, the fewer interactions it receives, the harder it is to be found. It’s that simple.

Below is a cheat sheet we created to help you navigate Facebook, Twitter and Google+.  We also pulled together supporting articles that provide additional insights and tactics you can use.

Facebook

Your target audience should no longer be thought of as “consumers”. Instead, think of them as “participants” in your brand conversation. Courtesy of Daina Middleton http://tinyurl.com/lmtr4m7

Developing brand personas are increasingly popular for marketers who want to better understand their target audience. We love these simple steps from marketing expert Heidi Cohen http://tinyurl.com/nxw6je6

If you’re doing Facebook advertising, focus on the newsfeed ads vs. those on the right-hand rail. These tend to get more click-thrus and engagement. Note: They are more expensive as well, but the pay-off may be worth it for your brand.

With Facebook’s recent algorithum changes users will be introduced to content based on their activities. For example, users who view more photos will be presented with more photos in their newsfeeds. Smart marketers should test different format types to determine which resonate best for their audience.

When adding links to press releases it’s important to practice SEO co-citation, or linking to relevant sites other than your own. This helps your news gain authority as a meaningful resource for more information.

Testing your website? According to Jakob Nelson, just five users can uncover 85% of usability issues http://tinyurl.com/mhr8emm

Twitter

Think visually! @Twitter introduces pictures and videos to the newsfeed http://tinyurl.com/nuzfgyt #contentmarketing #prtips

Journalist can’t cover your story? Send them a pre-scripted Tweet instead! #prtips

Follow weekly #trends on #Twitter to see how your company can participate and engage in the conversation

#Retargeting is important for today’s search-driven society, but ensure you have the right goals in mind http://tinyurl.com/kq76z4j

Marketing on @Twitter? Be sure to check out new lead generation cards to drive users to YOU http://tinyurl.com/qafwzjc

Companies using Twitter will continue to be indexed by search engines, a great plus for gaining more #visibility and #SEO

Good #stat: 50% of retweets occur in first 18 minutes of being published so make sure content is attention-grabbing @MarinSoftware

Google +

Companies who use Google+ will get indexed faster by Google than other social media sites such as Twitter. http://tinyurl.com/p7fhq6g

Adding multimedia to Google+ is a great way to boost visibility and search optimization for content.

YouTube now requires all commenters to have a public Google+ account, weeding out some posters on the popular site and boosting Google+ membership. http://tinyurl.com/kstylq7

Google+ is an inexpensive way to host conversations among audiences and can be recorded for later use.

Even with Google’s recent algorithum changes, press releases can still drive meaningful traffic to a company’s website, blog or social media sites and boost viewership across these channels.

Check out this cool infographic from @Brafton media on how to combat the Google Penguin http://tinyurl.com/qxzpyuw

What do you think of this list?  Was it useful to you? As always, you can contact us directly to learn more about any of these topics, and stay tuned to the BusinessWired blog for other interesting updates.


Discovery, Not Link Building, is the Objective of Your Press Release

August 1, 2013
by Fred Godlash, Marketing Specialist, Business Wire/LA
and John Leung, SEO/SEM Specialist, Business Wire/SF

Although it may seem like PR101, it should be clearly stated that a press release is an effective way of engaging targeted audiences by having influential media outlets, social advocates and consumers discover your story. It is after the discovery process that you gain what is referred to as “earned media”– meaning publicity is attained, not purchased, from promotional efforts rather than advertising.

This point was recently brought up in response to Google taking a hard stance against embedding anchor text in press releases in order to gain PageRank. How they relate to press releases are as follows:

  • Press releases will be treated as a paid placement by Google.
  • Optimized anchor text links in a press release distribution will be considered “unnatural” and will not pass PageRank in Google search results.

What this means is that Google is stopping unnatural link building from press release distribution. The search engine leader is attempting to give the user the best experience possible and the latest algorithm update will look for “link schemes” used to manipulate search results. John Mueller, one of Google’s lead Webmaster Trends Analysts, talked in a recent video hangout about the way Google will look at press releases. Mueller said, “When [press release issuers create a link to] themselves we do not consider that natural. Promoting is perfectly fine but it is not considered a natural link. We are looking for an external person to say, ‘I am recommending this website or article.’”

Press Release Links Misunderstood

Press releases can generate natural links that can help add ranking to your company, but there is a misconception on how this is achieved. A poorly written press release that is blindly spammed to the masses does not have any authority to garner any links and will be ignored. In contrast, a well-conceived release that has a unique voice can get coverage from news organizations, can be shared over social outlets, and can generate plenty of links that are third-party votes of confidence that the message was newsworthy. In other words, it is not only the press release distribution system that is generating the links, but the results of your PR efforts.

For example, if the Associated Press picked up your press release and did a national story, you would not gain links simply from having your story on AP, but from the subsequent results of that story. The benefit happens when millions of readers discover your story and engage with your company or brand. They may choose to link to you or share that information on their social networks.

The true value in distributing a targeted release via the wire is not simply to gain links, but the influence, brand awareness and reputation you gain when you distribute your press release so widely that it is found and shared in various media or social outlets worldwide.

What is Business Wire Doing About the Latest Algorithm Change?

Google Webmaster Tools says that to prevent PageRank from passing on anchor links within a press release you can do one of the following:

  • Add a rel=”nofollow” attribute to the <a> tag.
  • Redirect the links to an intermediate page that is blocked from search engines with a robots.txt file.

When you use Business Wire, we do all of this on your behalf to ensure that your releases get the most online visibility and ranking benefit from our vast distribution network worldwide.

Business Wire uses the “Google-approved” method for carrying links when we activate what we refer to as “smartlinks” in a customer’s press release. By redirecting the anchor links in all press releases carried on our network, and by adhering to Google best practices when distributing a press release to news outlets, financial markets, disclosure systems, investors, information web sites, databases, social influencers and other audiences, we represent authority as a reputable service that has been distributing press releases since 1961. We simply will not publish press releases that are not in accordance with Business Wire’s policies and procedures.

When considering the latest and constantly evolving changes from Google, it is always good practice to simply focus on writing a thought-provoking newsworthy press release which incorporates meaningful, relevant links. This will ensure that your release will create genuine interest and attract influential media outlets and influencers to engage with your content. Don’t overthink the SEO aspect, but rather concentrate on original, engaging, shareable content using the best distribution possible to reach your audience.


Covering Your Bases on The Big Issues This Election Season

May 25, 2012

by Danny Selnick, VP, Public Policy Services

by Danny Selnick, Vice President of Public Policy Services, Business Wire DC

The upcoming presidential election and national political conventions are looking to be a contentious time.  No doubt this will be an interesting election cycle where also the entire House of Representatives is up for grabs, as is nearly one-third the Senate.

So will the president (incumbent or newly elected) have a Congressional majority that can push along and support legislation that’s near and dear to him? Or will the country have a divided Congress that will keep it in political gridlock? The stakes are huge with political and economic and even global ramifications. Not even the pundits can agree. But one thing’s for sure, professional communicators with some interest in the outcomes will need to get the word out. The question is, with what strategy?

No longer can public affairs communicators rely solely on getting their message out to traditional media. They must also reach out to grass-roots supporters, influentials and voters by using social media — and use it effectively in creating powerful networks and communities. Additionally, communicators must use powerful search engine optimization tools to make sure their news is seen.

Let’s not also forget that the United States Supreme Court will be handing down its decision on the constitutionality of the Patient Protection and Affordable Care Act. Should the Court let the Act remain as is, not much will change and the law that was enacted two years ago will continue to be implemented. There will be those organizations and state governments that will remain opposed, but they’ll have to abide by the ruling. However, should the Court rule against the Act, no one really knows what will happen. Dismantling what has already been in effect will not be easy, and the Republican Leadership (including Mr. Romney, as well as those even at the state level) will have to come through on their promise of a better plan.

In sum, public affairs/corporate communicators and government relations professionals should be working on their messaging and thinking about the tactics to reaching all their key audiences. One more very important point to mention is that the American public (and voters) is not homogeneous. Far from it. Communicators need to remember to include messaging to the Hispanic community (that has been growing in numbers, power and importance) as well as to African-American, Asian-American and other groups.

Selnick is Business Wire’s Vice President for Public Policy and LatinoWire Services and developed specialty targeted services that are designed to reach any organization’s key audiences — from the media to decision-makers … to getting your message in front of the public that goes online looking for news.  The Public Policy Wire also includes Issues-Focused Lists that reach beat reporters by personalized email — including Health Care and Presidential Campaign.


It’s All About Marketing and PR Convergence with Our New Smart Marketing Page

May 8, 2012
For professional communicators today, there is a growing understanding that PR and marketing efforts must work in unison to be most effective.  For example, the cost of the keywords that marketing bids on in their advertising outreach can be reduced when PR successfully gets those same keywords embedded and issued/posted/shared in their audience engagement efforts.

With press releases, we know that multimedia enhances click-thru rates and improves audience engagement.  When public relations leverages existing marketing assets, it reinforces brand messaging and helps marketing achieve the multiple touch points needed for audiences to act.  Both marketing and PR ultimately engage many of the same audiences by the very nature of how content is found and shared online.

For PR practitioners, this provides an opportunity to show how they can cost-effectively and measurably complement and boost the overall marketing impact.  As you build your next press release, work with marketing to develop and use common campaign keywords, add SEO-relevant, measurable touch points such as links from press release content deep into the organizations website, include “buy this” buttons and add multimedia visuals and videos, all driving measurable traffic, revenue and engagement tied to shared campaign objectives.

The launch of our new Smart Marketing Page provides a tremendously cost-effective new platform to achieve marketing/PR message unity that is measurable.  It helps PR grab a larger share of the marketing voice by pushing out press release and multimedia content via the powerful Business Wire news network to media and online audiences across the country, deep into your industry and around the web.  It also posts to our EON: Enhanced Online News platform, all designed to provide easy audience engagement and SEO-boosting exposure.

The Smart Marketing Page gives marketers a branded platform that is SEO friendly with assets that are easy to share, allowing for the inclusion of polls, multimedia galleries and custom branding.  It provides both with valuable multimedia tools and measurement metrics to evaluate and adjust campaigns against marketing objectives.

Check out the Business Wire SMP and see for yourself why we’re so excited about this new platform. Then contact your local BW account executive to get started.


Editor’s Corner: Best Practices for Using Links in Press Releases

March 21, 2012

by Sera Gonzalez, Senior Editor, Business Wire Dallas

by Sera Gonzalez, Senior Editor, Business Wire Dallas

With the advent of XHTML, additional knowledge is only a click away. Embedded hyperlinks turn ordinary text into doorways of information. Business Wire tracks link click-throughs, showing the link text, URL, which version of the release and how many total clicks it has received.

As an editor, I’ve seen releases with no links at all, making it difficult for readers to easily find more information. I’ve also seen releases so full of links it was impossible to determine what information was important. Finding a balance and knowing how to optimize link usage is vital for press release writers.

When considering hyperlinks in text, the writer has two options: the URL and anchor text.

A URL in the text is like this: www.businesswire.com, which works well for short URLs and at the end of boilers, linking to company home pages. Though most of the internet is XHTML compatible, there are a few sites that still post in plain-text. In these instances, a link will not be active in the body unless it is written out. Instead of saying, “Click here,” say, “Visit www.businesswire.com.” Full URL links are also useful when linking to social media sites: http://facebook.com/businesswire and http://twitter.com/businesswire. Readers see your handle and can type it in if they already have those web sites open. Registration URLs for conference calls, webcasts and trade shows help a reader easily keep the link for future use or send to colleagues.

Sometimes URLs for frequently shared pages can be really long and should be hidden from readers. These cases call for anchor text, like Business Wire, instead of writing out the URL. These links are like the icing in your release; leading your reader to more information. For names in releases, an anchor text link to the person’s biography – which commonly includes a photo – works perfectly. You also can use anchor text in product announcements, referencing a page with videos, photos, reviews or purchasing information. Anchor text links also boost SEO for your release. For example, if you wanted your release to rank on Google for the keyword “Business Wire,” you would make sure that phrase appears in the headline, first paragraph and as anchor text, Business Wire.

Make hyperlinks work for you. Lead your reader to places beyond your release, to further the understanding of your product, personnel and company. Also keep in mind that not everything needs a hyperlink; too many and your release can look like spam and discourage readers. The link is yours.

With 31 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.


Follow

Get every new post delivered to your Inbox.

Join 39,160 other followers

%d bloggers like this: