- You can compete for high competition keywords
Search engines like news and press releases and so they give them a little more special attention compared to the ranking of websites. The trade-off is higher rankings over a shorter amount of time for press releases compared to long term rankings for webpages.
So in short, you can rank well for hard to get key terms, but the exposure is relatively short lived. There is a way to lengthen this exposure that I will get into later in this post.
With exposure comes traffic and if the press release is written with content relevant to your site or shop, then the traffic will be valuable targeted traffic. Remember, it’s better to have a few visitors that buy compared to many visitors that do not buy.
The real bonus to press releases is the backlinks it creates. Just one submitted press release can create a valuable backlink to your site or shop. In some cases, you can create anchor text backlinks back to your site or shop which increases the value of that backlink.
On top of that, press releases tend to get syndicated by other sites which means the backlink multiplies it’s value since that one link will turn into links from other sites. This has the potential to explode.
I have used this technique myself and have seen 3 press release submissions turn into 12 or more backlinks.
How To Create A Press Release
There are two basic options:
1) Have it written for you.
– or –
2) Write it yourself.
I am a fan of writing these myself. The reason for that is that I have intimate knowledge of what it is I am trying to promote and the formula for press release writing is fairly simple.
There are 2 main keys to writing press releases:
1) Write in the 3rd person perspective; almost like you are your own news reporter.
2) Do not sell. The content should not be an advertisement. It should come across to the reader as informative.
This part can trip a lot of people up in the beginning. For most people, it’s not a natural way to write and certainly not a natural way to promote anything. The best way to get an idea of how these should look is to visit one or two press release sites and read through some of the articles.
Ideally, you will want to find press releases that are about products as this will be the most relevant to what you are doing, but the style in which these are written holds true whether it is about a product or not.
The other thing that people struggle with when it comes to writing a press release is trying to come up with news worthy sounding material. The list below may help give you an idea of the type of information you would report:
– Announcement of new products or services.
– Announcement of changes in your business such as new shops opening or change in locations or business partners.
– Announcing events is a great topic to report on.
– Report of new websites you are openning or new features available on your sites.
– Definately report new ways that you can be found; like social networks. (“Popular Soap shop can now be found on Facebook!”)
– Any time you have a new discount offering, contest, give-away, and so forth… these are great to announce in the news.
Writing Your Title / Headline:
This is an important piece as it is used by submission editors to decide whether or not to approve the article.
In around 100 characters, you need to write something that is catchy, clear, and to the point. It needs to convey what the press release is about.
If you are having trouble thinking of something, keep the 5 big questions in mind… Who, What, When, Why, and Where. If you cover one or two of these in your title, chances are you will have a proper title.
Again, be sure to go look at some press releases to get an idea of how this looks.
Also, make sure the title words of the proper case. Each word should be capitalized. Some PR sites are pickier than others.
Writing The Summary:
This should be a small expansion of the headline. It needs to capture the reader’s attention and entice them to read more. It should give just enough detail so that it could stand on it’s own if the main part of the press release wasn’t available.
Writing The Body:
The standing rule through out the entire article is to remain in the 3rd person. Most of the PR sites will only accept news that is in the 3rd person.
In your first paragraph, touch on what market you are reporting about.
Then in core portion of the article write about why this news is important or relevant. Why would someone interested in this area of the market be interested in hearing about the news you are reporting?
Make sure you are answer the Why, Who, What, When, where, and How questions.
The final paragraph can contain information about the person, company, shop, or product you writing about (in the 3rd person).
The very end of the press release should contain the link to the subject site or shop as well as contact details of the source of the report. For example:
Company or site/shop name
contact info such as email/phone number
A Short List Of PR Sites
This is by no means an exhaustive list. There are bunches of PR sites out there both paid and free to submit to. Below is just a short list you can go check out and get a feel for what acceptable press releases look like. You can also google to find “press release sites” to get a bunch more.
This is a very useful tool for shop vendors since you could easily report on new collections or coupons or give-aways and all kinds of things that you are already doing. You just need to announce it to the world.
I hope this is of use to you. Please let me know if I can answer any questions.
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