Press Release: Why SEO Experts Should Not Use Press Releases

The purpose of a press release is to promote information about a company, organization, or event. Marketers distribute press releases to media outlets in order to gain free exposure. Sadly, SEO experts are also using them for the same reason - and it's hurting their rankings tremendously.

This blog post will explore why you should not use press releases for SEO purposes - and how you can do better without them! We'll discuss the past, present, and future of this outdated marketing technique. Plus we've got some tips on what your company should be doing instead...

The Greatest Hits of Press Releases

In the late 90's and early 00's, press releases were all the rage. They seemed to work better than linking to your website or article, which some people still believe to be true. Some even blame press releases for Google's link-based algorithm update in 2001...

Here are some examples that should make you cringe:

" This is a very unoriginal press release that I would expect from an SEO company. I might have believed it 10 years ago, but in 2019 we can do better . It doesn't add any value to anyone reading it. "

" Another SEO company doing the same thing - just changing verbiage . They're trying to stay relevant, but they're doing it by reinventing the wheel. This is not new. Don't reinvent the wheel ."

" SEO companies should be focusing on actual organic search rankings , rather than flogging their press releases . You'd think they would have learned their lesson over the past 15 years that link popularity is overrated ".

" Is this even a press release? It looks more like a product description. This isn't very SEO-like, but it's not bad at all. I mean, they've got a great headline."

We've Been Here Before - But Should We Still Be Doing It?

You Win Some, You Lose Some...The Struggle Continues...

I'm sure there are people who've had great success with press releases, but one thing is for sure - they are overused by SEO agencies and marketers. In fact, they're too well-known. I would argue that the reason Google hasn't used them in an algorithm update is because of their visibility .

" It's interesting that you should say that because my first job out of college was working for an SEO company. I left the company in 2010 and since that time, I've done a lot of consulting and working on my own. While I'm still involved in SEO overall, I've chosen to focus more on organic search ranking. That being said, I'll be giving you some quick tips for using press releases effectively to promote your brand ."

" It might sound like an oxymoron , but it's true - the SEO world is moving away from press releases . They were so overused that they got removed from Google's index on January 15th this year and never came back . If you're still using them you're doing too much .

" Is this even a press release? It looks more like a product description. This isn't very SEO-like, but it's not bad at all. I mean, they've got a great headline."

SEO Experts Deserve Better - And So Do You

" There's a lot of things that we can look at doing to move forward and continue to improve our rankings. One of the first things we should do is stop using press releases in every situation . We shouldn't use them when there's no value in it."

" Speaking of value , please don't ignore the quality factor . If your press release doesn't give the key points that the reader needs then they won't be able to benefit from reading your press release at all . "

" When I speak to SEO companies, they always want to use press releases . It's a waste of time and it's becoming even more of a waste as more people search for press releases online . The problem is that the SEO world is moving away from press releases and SEO experts need to move with it ."

That's all the proof you should need. You win some, you lose some. After 15 years of using press releases , we've finally reached the point where they're being phased out by Google. That being said, I don't want to discourage you from using them. Instead, I'd like to encourage you to start doing things smarter if you want them to be around for a long time.

" You should also stop creating generic press releases with overused key words. I know SEOs are lazy...but come on ."

So What Should SEO Companies Be Doing Instead?

If you're reading this blog post, you've probably already heard that customer retention is more valuable than acquiring new customers . It's your #1 focus if you want to make a sustainable business. Press releases are great for getting clients, but they aren't the best at getting people to buy your product or service.

" I hate it when an SEO company tries to sell me something without asking me what my problems are or what I'm struggling with . It's not very forward-thinking and it makes me wonder about their future performance . "

" There's a lot of things that we can look at doing to move forward and continue to improve our rankings. One of the first things we should do is stop using press releases in every situation . We shouldn't use them when there's no value in it."

" I think it's crazy that SEO companies want to sell you something that you don't need or isn't a priority for your business right now. That doesn't mean they're bad SEO companies, but it's just stupid ."

" You should also stop creating generic press releases with overused key words. I know SEOs are lazy...but come on ."

As an old Chinese proverb says, "Those who do not study history are doomed to repeat it. Those who study history are doomed to watch everyone else repeat it."

" My first job out of college was working with an SEO company. I'd rather work with a company that has already gone through the struggles and successes of using press releases . "

" There's all kinds of websites out there who say that you'll get a better rank if you create these press releases. That isn't true ."

" Is this even a press release? It looks more like a product description. This isn't very SEO-like, but it's not bad at all. I mean, they've got a great headline.

Conclusion

There's a lot of things that we can look at doing to move forward and continue to improve our rankings. One of the first things we should do is stop using press releases in every situation . We shouldn't use them when there's no value in it.

" So why don't SEO experts know this? It's mainly because they're lazy and they're scared of change . "

" You should also stop creating generic press releases with overused key words. I know SEOs are lazy...but come on ."

" There's all sorts of websites out there who say that you'll get a better rank if you create these press releases. That isn't true .