Press Release SEO Best Practices

What is Digital PR for SEO?

Digital PR for SEO refers to the practice of using online public relations strategies and tactics to improve search engine optimization (SEO) efforts. It involves leveraging digital platforms, such as websites, blogs, social media, and online publications, to enhance a brand’s online visibility and reputation, ultimately driving organic traffic and improving search rankings.

What is a Press Release? 

A press release is a written communication issued by a company, organization, or individual to inform the media and the public about specific news, events, or developments. It serves as an official announcement or statement intended for journalists, bloggers, and other media professionals.

Press releases typically follow a specific format and structure, including a headline, dateline, body paragraphs, and contact information. They are written in a concise and objective manner, presenting the essential details of the news or event.

Universal Strategy for SEO Deep Linking

Anytime you or your PR firm are talking about a core product or feature that has a corresponding core product or feature page, insert a link within the text of that keyword linking back to that core page

• • Example – Keyword is “Accounting Software”
  • Text – “COMPANY announces the best Accounting Software in the world”
  • Link = company.com/accounting-software

Overall Strategy

• Pick a data-driven topic that doesn’t mention your name in the headline. Example: “DevSecOps security breaches increase 33% year over year”
• Pick out 3 links within the body of the content with keyword-rich anchor text. I.E. link back to your DevOps Core page on the first instance of the phrase “Attack Vendor”
• Insert a quote from a Thought Leader at your company (perhaps someone that is often quoted in PRs or in interviews). 
• Use your proprietary data, that no one can refute, and that you won’t have to cite. Keep that data-focused around a keyword, just like you would with a blog or core page, so you can naturally link back to it.
• Keep the sentiment of the PR positive – even if it’s number driven. So for example, it may not be a good idea to talk about an average cost of AI adoption as cost is a relative thing.

Example of Good Press Release from an SEO perspective

https://www.sumologic.com/press-release/european-companies-moving-to-cloud-are-lagging-on-security-finds-sumo-logic/

Joint Strategy

Anytime we are announcing any sort of partnership or joint venture, we should ensure both parties are agreeing to a few things:

• Hosting the Press Release on both company’s websites
• Linking to core keywords that the partner cares about, not the brand name

Example:

A PR about Vaimo: https://www.sumologic.com/press-release/vaimo-chooses-sumo-logic/

So we need to ensure they also launch a press release and link to a valuable keyword, not our brand name. And we can show good faith by updating our PR to remove the link from Vaimo and move it to a keyword they care about, like “eCommerce services.”