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.
With all of Google’s updates affecting search engine optimization and rankings (consider Google’s Penguin update), how can your online store fully optimize its keywords and content? Albeit, from Google to Bing and Yahoo, the importance of your content’s “signal” and “amplification” is impossible to deny. For better SEO, it’s crucial that your online store belinked to by external sources and include unique and strong keyword signals.
But what do we mean?
Jill Kocher of practicalecommerce.com states, “It’s a common misunderstanding that the more visits a site has, the better SEO it must have, and it’s difficult to persuade those people that it’s links, not visits, that matter more to SEO strength.”
Consider the following 3 tips as excerpted from Jill Kocher’s article (trust us, it’s a great article):
Highly competitive keywords can essentially “mute” your use of the keyword itself. Use keywords that are unique, relevant and perhaps “one-of-a-kind” (in a very loose interpretation of the phrase).
If you intend to use competitive keywords, you must amplify the keyword signal by increasing the amount of links to your online store or page (if you’re going to use a popular keyword, make yours the most popular by way of others “sharing” links to it).
Use social media as a means to increase the likelihood of link-sharing. Social media platforms serve as broadcasters for your content, not necessarily increasing the keyword strength of your page but increasing its potential.
All this said, Jill Kocher provides a more in-depth explanation of keyword “signals” and “amplification.” Head to her blog post, SEO: How to Amplify Keyword Signals at practicalecommerce.com.