Chances are, you are at least familiar with the concept of a press release. Even if you haven’t had the opportunity to release one yet, this long-standing strategy for alerting the media to goings-on within an organization is nearly as old as “the media” itself.

But did you know that press releases can be used as part of your SEO strategy, too? Not too long ago, the press release was a popular SEO strategy. As with everything in the digital realm, however, times can – and do – change; and what was effective yesterday may not be as effective today.

And so we are left to wonder: Are press releases still relevant for SEO in 2019?  

In short, the answer is yes. Press releases are a great addition to your marketing strategy bank – not only for search engine optimization, but for building overall brand awareness, as well.

What Is a Press Release?

It may be tempting to think that, in the age of email, event invites, and status updates, the traditional press release has become obsolete – but that couldn’t be further from the truth.

Because information can be shared so easily via modern communications, it can be difficult for reporters to sift through the noise to find stories and events that are actually relevant to their needs and the community’s interest. This is where the press release comes in.

Commonly defined as an official statement issued to newspapers giving information on a particular matter, a press release is designed to get the attention of the press. While this attention may not always result in a feature story (although anything could happen, people do love stories about pets), it does up the odds of your veterinary practice’s news garnering some media attention – be it sharing your event on their social media profiles, inclusion in their local online featured events calendars, or a mention in the community calendar.

How Do Press Releases Help SEO?

However your news is shared, the result can benefit both your brand and your website’s SEO. Of course the overall exposure is fantastic for spreading the word about your practice and its happenings; but ultimately this exercise is all about securing quality backlinks to your site.

What is a Backlink?

If news influencers are talking about you, be it on-the-air or in print, it’s likely that those stories will end up published on the web, as well. Those online stories are likely to include links that direct readers back to your website – something the Google Gods love.

Search engines love to see reputable websites linking back to other reputable websites. Quality backlinking builds your site’s reputation within the algorithms that determine organic placement in search engine results, and when it comes to SEO strategy, that’s the name of the game.

Crafting the Perfect Press Release

If your press release is going to cut through the clamor of those vying for the press’ attention, it must be well-written and to the point. Here’s a few helpful tips:

1. Format your press release so that it is immediately obvious what it is. Oftentimes, press releases begin with the headline: For Immediate Release
2. Include your event’s relevant information in a way that answers the five Ws of journalism right off the bat (Who, What, When, Where, Why – and sometimes How)
3. Your press release should be short and to the point, with well positioned keyword phrases whenever possible
4. Include your contact information!
5. Distribute only to relevant news outlets
6. Track your press release’s results, whenever possible

All in all, the press release can be a great addition to your SEO strategy toolbox, and should not be dismissed as yesterday’s news. As long as you apply best practices for writing and distribution, a well written press release can bring positive results to both your brand and your veterinary practice’s search results. Want to know more? Ask your marketing analyst or call us for a consultation, Beyond Indigo is here to help.