A recent article titled, How Press Releases can be great for search, provides important endorsement for the value of online press releases - not only for conveying their own intrinsic news message, but the benefit derived from driving web site traffic and search. The article draws on case studies that demonstrate increases in web site traffic following a news release. The point is made that journalists are actually searching the web for news and advise that " you're out there where the journalists are looking." Another important item of advice from the article is "to include your press releases on your own site". " Your site should have a section for press releases".
We have been operating Virtual News Offices for clients for several years now and discovered the benefits of search early on for news content. Because the VNO is integrated with the client web site but hosted on our own news server, not only does this provide searchable content, but all important in-bound and highly relevant links to the client web site. News stories often provide useful search results for alternative terms. For example a press release about a company's role in a new project may be discovered by search on the project name. Say this is a prestigious new building that interests architects, then your company could well be identified as a potential supplier for work they are commissioned to do. Or if the press release is about an upcoming event, again your listing will be found when searching for details of that event.
When it comes to content marketing, then news is an important tool that is a regular source of new content. To learn more about Virtual News Offices, you can download a PDF Guide.
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