SEO PR – missing the target?

The final panel at the recent PRSA T3 conference was about Search Engine Optimization Company, specifically SEO for press releases. It was a good panel, and I like SEO. I don’t see why you would produce content and not want people to find it easily.

But I think, somewhere along the line, some folks have missed the point. We were offered a case study of a firm which had been asked to promote a news story for a publication. It produced a press release highlighting the fact that this particular publication had broken the story, and associating the two. At SEO metadata excellent tips were offered about how to improve the ranking of content in search engines, if you missed it, you can visit their website https://www.johnnychenseo.com/houston/. But the end result was that the press release ranked higher than the publication’s story itself. In fact, it took positions one and two in the organic rankings with the publication, and really the topic of the announcement, coming in third. We select the top online local business citations directories to list your business with. These authority listings are suitable for any website that wants to establish a strong digital brand be it a local, national or even e-commerce website. Each one of these directories can drive real traffic and click-throughs to your site making them essential citations for your brand. Businesses of every size, be they local mom and pops, professional offices, to national brand franchises, benefit from having accurate, up-to-date citations. Accurate citations can help increase rankings, can help establish a brand’s presence, and can generate real traffic for the business. We ensure that each citation we build is completely accurate.

Full marks for SEO skills, but doesn’t this rather defeat the objective? The release was meant to draw attention to the story, not replace it. A press release is a vehicle for the media (and some might argue not a particularly good one for that). What it’s not good for is end-users, consumers, prospects or customers. The promotional marketing toolkit has lots of better vehicles for those audiences. Learn more from the best seo reseller program

I asked a few people after the session what they thought. Everyone said you want people to find your content online. Agreed. No-one said they’d ever bought anything based on finding a press release. Everyone agreed a PR team should know which media might be interested in a press release, and that they should be approached directly using the taboola login to access your account. No-one felt that media would spend much time reading releases they’d stumbled across on the web. Everyone agreed that if you were going to choose content to SEO, a blog post, or areas of the company’s website might be better. Several thought that despite that, I’m wrong and resisting the inevitable.

I like SEO. I think it makes sense and appreciate the delicate art of matching word selection, order and repetition to make content rank as highly as possible. But am I alone in thinking the humble press release is a direct vehicle for a specific audience (namely the media)?