How do youoptimize your site’s distribution for search queries specifying a location? (for example, the search query, “Mountain View crafts store”) The solution—individual URLs for your store’s locations. “Without individual URLs for individual store locations, the store information can’t be indexed and returned in organic search results.” Search results (greatly impacted by the URLs of the results themselves) are based on their relevance to the search query at hand. Even if your online store’s “location page” includes text related to its individual addresses, when those addresses aren’t given their own URLs, their chances of popping up at the top of a SERP (search engine results page) are diminished as a direct result of their seemingly “irrelevant” URL.
With search engine optimization (SEO) in mind, press releases can serve as exceptional tools for distributing your site’s content and building brand awareness (i.e. improving the ranking of your site in relevant search engine queries, ensuring that your site content’s “findable,” and informing online users about what your online store is all about). Brian Bille—president of Kinetic Marketing, as quoted by Paul Chaney, practicalecommerce.com— says, “You’ll not only share news to make your PR department happy, but accrue even more value via inbound links to your site.” This “double benefit” of press releases, then, eases the effort needed for your site to be “linked to” organically. Instead of waiting for online users to link to your site via blogs, Tumblr, Twitter posts, etc., on their ownand by their own decision you actively gain a “link”, or a +1 (roughly) in terms of Google rankings, by sponsoring a press release yourself.