Is A Press Release Worth The Money?

Press releases are usually more expensive than regular SEO articles. This fact is for primarily three reasons: (1) press releases are written as news-caliber stories; (2) press releases get much more initial traffic than a single SEO article; and (3) press releases are submitted to local or national channels that can bring the story to a broader audience.

Before the Internet age, press releases were documents submitted to magazines, newspapers, TV stations and other media outlets. Some press releases were written to be mainly inquiries, while others were news reports that could be published as is. In the modern Internet age, press releases have become much more popular thanks to the proliferation of online magazines and websites. A web press release can successfully spike up a site’s traffic and all due to one valuable backlink. (Your press release is actually published on a news site, and links back to your company page.)

A well written press release can also make the front page of Google News and many other news outlets, as a press release is supposed to be a legitimate news story. In fact, this is the primary reason why so many press releases are rejected by news organizations and directories—a lack of news, and a lack of a professional tone.

True, traffic that comes from a press release is short term and eventually the story may even disappear from the Internet (unless you get a permanent listing). However, any singular article you publish on the web has limited potential for increasing your rankings. Consistency is just as important as quality. The fact that a press release is more expensive is justified by the fact that it brings in more traffic per story than an SEO article does.

Press releases also reach a different audience than general SEO work. Since press releases are considered news stories, they appeal to a news-seeking readership. If the press release is well written, it may be picked up by other portals and spread around the Internet, bringing you even more traffic.

Web press releases, unlike traditional press releases, are written for keyword optimization. If you have ever felt frustrated at the intense competition out there for broad and popular keywords, then you may want to try submitting a press release for news publication. You eliminate a great part of the competition this way. If your press release goes through, you will be able to reach the top page of the news for your selected keyword.

Don’t underestimate the web press release—yet another avenue to consider in online web marketing.

By: Rita Auta

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Rita is a PR consultant and director of London PR consultancy PR Service UK. Her interests are PR, SEO and social media marketing. Contact Rita for SEO tips, content writing tips, linkbuilding tips and web press releases.