In this article, I want to talk a little about one rather interesting method of website promotion, namely promotion using a press release. Therefore, to begin with, it would not be bad to understand what a press release is - it is one of the types of PR texts, which is written for any informational reason that is significant for the company (introduction of discounts, new services, news about achievements in the market, etc. ). The main task of the press release is to inform the mass media and achieve free publication in newspapers, magazines, electronic publications, etc., which in turn will allow an increase in targeted traffic.
Types of press release
- Informative;
- News (news release);
- Announcement of an event or event.
Advantages of a press release
- increasing the flow of targeted traffic. Press release catalogs are visited by people who are interested in receiving up-to-date information about new developments in business, politics, technology, etc. An informative article attracts visitors interested in its products and services to the company's resources;
- increasing the external mass of links. Press releases are usually published with a direct link to the site where the original source is located. On most sites, links are placed permanently;
- increasing company and/or brand recognition;
- economy. One-time costs are required to pay for the writing of a press release by a professional copywriter. Posting of the article is free of charge;
increasing the authority of the site. Authoritative platforms are selected for the publication of press releases, the weight of links from which increases the corresponding indicators of the promoted resource. A backlink to the catalog is not required; - the growth of the site's positions in the output for certain key phrases. The press release can be optimized according to the requests most significant for the promotion of the resource. Phrases important for search engine optimization of the site are placed in the title and body of the article, as well as in anchor links (1-2 per text) to the original source.
Press release requirements
- Interesting, relevant, professionally oriented information for the target audience on a certain topic;
- Data related to current or expected events (latest information);
- Availability of facts, statistical and reference data, summaries, and conclusions on thematic issues or problems;
- Conciseness of the content and ease of its perception by readers of the publication to which the press release is sent;
- The presence of quotes from experts, and opinion leaders in the press release is desirable, but without evaluative judgments and advertising.
It is desirable to accompany the press release with contacts of journalists who are engaged in its dissemination in the mass media.
The structure of the press release
- the title revealing the essence of the information drive;
- lead – the first paragraph, which briefly describes the content of the note;
main text. It must answer the questions of what, where, and when it is happening, who is involved, why it is being done, and what prospects it has. The presentation of the material is based on figures, facts, and comments (if necessary); - information about the company (field of activity, products, services, etc.);
- contact data (link to the website, telephone, e-mail, fax, contact person for the press, and her position).
The press release must be posted on the company's website before publication in electronic media. Its size should not exceed A4 pages filled with the standard font (1800 characters). The nature of the text should not be advertising.
So, promotion of the site with the help of placement of press releases (with links to the promoted site) can be considered a good alternative to article promotion of sites.