Search Engine Optimization
Increasingly, for many business owners create press releases for for search engine optimization, or SEO. To be very brief, SEO is the practice of improving the search results of a particular website for a specific set of search terms. While some SEO practices are forbidden by Google and the other search engines, most SEO tactics are perfectly appropriate and can be crucial for marketing. While detailing all of the best SEO practices far exceeds what can be explained in this article, the important thing to note is that proper distribution of press releases can help raise search engine rankings.
When press releases are distributed to online news sources, they provide a number of "back links" to your site. Because the algorithms used to determine search engine placement uses the number of back links to determine where a site should be listed, a press release that is included on a number of sites can considerably raise your site's listing. As a result, many people distribute press releases with the expressed purpose of SEO, with no intention of ever seeing their article in print.
Traditional Media
The other purpose for creating and sending a press release release is to have an article run in a traditional media outlet, such as in a newspaper or part of a radio or television newscast. Many businesses that have an offline presence in addition to their website, such as a retail store or a geographically based offline service provider, prefer this option, especially when they are starting out.
Select your Distribution Method
Based on the purpose, there are several options to meet your needs. Although there are a number of "free" distribution tools on the web, our experience suggests that the current free distribution sites are not worth the time. The following is a review of the most common distribution options:
PRWeb
PRWeb is a very popular distribution tool starting at $80. It is important to note that it uses RSS (real simple syndication) feeds to distribute news releases. From a practical standpoint, this service is a more affordable option for online distribution for SEO purposes.
The PRWeb pricing model, however, has long caused headaches for companies. PRWeb distribution begins at $80 and includes distribution by basic text. For the significant jump to $200, PRWeb offers additional services, including wider distribution through specific "channels," though these channels are not clearly defined. The simple fact is that if you are interested in ensuring that your releases include keyword anchor text, URL keywords and embedded news images, the $200 option might make sense. PRWeb also has a $360 option that allows you to upload a video and distribute it to the Associated Press.
PR Newswire
While PRWeb is the tool of choice for those seeking online distribution, PR Newswire is the option used by most businesses and organizations to connect with traditional reporters and media outlets, many of whom also publish online.
PR Newswire is a cornerstone of over 5,500 newsrooms in the major media markets and beyond. In addition, PR Newswire for Journalists (PR Newswire's exclusive media-only web site), is a trusted source of news and information for journalists and bloggers from over 27,000 media organizations around the world.
The most popular national distribution channel from PR Newswire is called US1, which delivers releases to thousands of reporters and websites across the country. It is a very good service, but is also quite pricey. A 400-word release distributed through PR Newswires's US1 will cost you $715. If you want to add a photo, it will cost you an additional $680. PR Newswire also allows you to target your distribution to specific industry circuits, including "fashion" and "education" for the same prices. We have also used PR Newswire to distribute releases to specific states and regions. Sending a 400-word document to a single state runs $220.
As with PRWeb, we have had good experiences with PR Newswire, both for SEO purposes and to connect with real reporters who write real news stories. However, US1's cost may be prohibitively expensive for many. Also, unlike PRWeb, PR Newswire requires a membership fee.
The Bottom Line
PRWeb and PR Newswire are both reputable services that will distribute your release in a timely and professional manner. They also have very good customer service.
If your intention is to create and distribute a news release solely for SEO purposes and your budget is limited, PRWeb is a good option, especially coupled with the free local distribution provided by ProPRcopy. If you want to get the most exposure for your press release, especially among the more traditional media, go with PR Newswire. Its US1 newsline is recommended for national distribution and many have found the SEO that comes from those releases to be outstanding, as well. At $715, the price is steep, but in many cases is well worth it.
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