In the past, press releases have proven to be one of the more power tools in a business's arsenal, as it was the best way to alert the public of either it's own existence or the existence of some new product. Something to note however is that things have changed significantly, and the way that press releases are actually used has changed as well.
Basically the press release was a tool used to promote services, companies, services, etc, and they could even be done through the media. These were often the first way that people could hear about new products, and they were also the main way that a company would bring in business.
If a journalist or reporter sees your press release and thinks that it makes for a good story, they will follow up and either write an article on it, do a television segment for it or in some other fashion highlight the information that was given to them. In this way your company gets free exposure in a major media outlet all for sending out press releases to various sources. It worked for the media because they got new stories and information and it worked for businesses because of the coverage they received as a result.
Today with the Internet though press releases have changed. Yes, there are still traditional press releases being used everyday in standard media outlets. However, there is also a new class of press releases, the online press release. An online press release is made specifically to be distributed to online press release websites, as opposed to traditional outlets. How do these really work and can they be effective tools for driving high quality traffic to your business?
There are actually several different benefits to distributing an online press release. The first of which is that you are going to be including links back to your business. The major press release sites are all high ranking, meaning that the links that you include on these sites will help boost your PageRank and search engine standing. The result is more traffic driven to your website from searches as your site enjoys an increased reputation.
There are more benefits to using an online press release than you might actually think. For example, you can make use of Search Engine Optimization. Keywords are the new weapon of choice for businessmen and women as keywords are words which are constantly searched for on the popular search engines. By taking advantage of this you will receive more traffic than you could possibly imagine.
When somebody performs a search for a topic, sees your press release and then clicks through to your website you'll be gaining a great deal of traffic. This traffic will be highly targeted when you make use of effective SEO techniques, and your website will receive a big boost as a result.
For example, let's say that you're developing a new line of cheap workout clothing for runners. If you optimize your press release for that term and related phrases, then people searching for those items will come upon your press release. Reading about your company and their new release, they'll follow through to your site and you'll have a highly interested prospect that's primed to be converted.
Keep in mind that when you use an online press release, there's still a chance that you will get regular media attention. Even though you are going for SEO, you may still get noticed, after all, it's very important for the media to find stories. Basically if you have a good SEO'd press release online, you might still receive the benefits of regular media coverage. You never know!
Just like with any other marketing or advertising strategy over the years, press releases have changed quite a bit. They have stood the test of time, but SEO'd press releases are becoming much more important than the traditional press releases. Increasing your presence and climbing up the search engine rankings will bring business and traffic to your site.
Kevin Thomas is a 21 year entrepreneur network marketing coach and SuperGuide who is teaching people how to use low cost social media marketing for online business success learn more at The Carbon Copy Pro Times
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