The following was written by a friend of mine in the industry who does a fair amount of Press Release marketing and promotion. There are some very solid points in here about how to use a Press Release for SEO properly.
The Google Panda algorithm was launched on February 2011 that aimed to update and keep a check on low quality content sites and segregate them from the high ranking websites on the Google Search Engine. There are numerous sites which violated Google policies and guidelines but, somehow, still managed to gain high ranking by using specific tools and techniques commonly named as ‘Black Hat Tools.’ Such practices endorsed the low quality web pages and enabled them to gain a huge number of ads from various Ad Networks. Hence, the peculiar Panda Algorithm failed to identify most of the spammers who made Black Hat tool and techniques their major strength on the search engine.
However, with the passage of time spammers and content farmers became immune to the Panda Update. This is when the dire need of a stronger algorithm became necessary. Hence, Google Penguin was launched which is the updated and improved version of Google Panda.
The central idea and
purpose of this updated version of Google’s algorithm is just the same as the Google panda, which is to track down and penalize web pages violating the Google webmaster guidelines in order to increase their ranking on Google search engine. It however, includes the ability of lowering the search engine ranking of all those web pages that follow and practice the
Black Hat Search Engine Optimization (SEO) techniques.
Google penguin has become a nightmare for most of the marketers and businessowners. Penguin 2.1 and 2.0 was employed to end all link spam monsters in reference to prove effective manner than panda. These were those spammers who were involved in making every effort to achieve highest ranking for their web pages. Google’s ever-changing Penguin Algorithm was first announced on 24 April 2012.
The sole purpose for the creation of Google Penguin is to bust hardcore spammers. Few websites have lost their ranking in the past two years since the launch of Google Penguin. However, the drawback is still exists. The links pointing to these sites focused on these specific few keywords, even if the content of the websites were acceptable. The result from Google Penguin quite differs for every site, as the algorithm focused more on the value of back links.
Before the launch of Google Penguin Back links were used to keep track of several pages on the web that are similar to your posts. These Google guideline violation techniques enable you to link back the original post. Suppose if you find someone having an interesting blog, you can write a post yourself and link with it the original post link. The whole scheme works out to expand the comment feature and discussions on other sites along with regular comments on your blog and site. The game ends with obtaining or achieving a high Page Rank of your website.
A manual unnatural link penalty gets flagged by Google’s core algorithm which is always running 24/7. Google Penguin sends notification to Google webmaster tool as soon as it picks up unnatural looking spammy backlinks and it instantly penalizes your site. You are permitted to submit a review request that you forwarded to a member of Google’s web spam team if you remove the backlinks. The review committee of the team then decides the fate of your request.
The Pre-Penguin algorithm Panda was also the extremely operative update launched by Google aimed to penalize websites promoting insignificant content however the Penguin is an updated version of Panda. This update followed a modified approach of slamming bad linking practices. Today, millions of online businesses are using dirty spamming actions to increase their website traffic massively.
Google Penguin is thus created for the following prime objectives:
1. Penalizing and identifying websites utilizing Black Hat SEO practices to increase the web ranking
2. To benefit sites that use first class, unique content to achieve the same goal.
Google Panda: Penalize Web Pages with low quality web content
Google Penguin: Penalize those Web Pages that use Black Hat SEO Tools to increase their Page Rank and Position on Search Engine Result Page (SERP)
NUMBER OF UPDATES
Panda: 24 updates since its official launch
Penguin: Three updates since its launch
There are actually two ways to survive your website or webpage content from panda. First to make an update and the other is to remove the low quality content from your page. Check the over optimized page and isolate the unaffected pages from effected web pages.
Stop using Black Hat SEO tools. Penguin is designed to be smart enough to catch and identify all these techniques. Avoid back linking, doorway pages and keyword stuffing.
Google’s two major algorithm updates, Panda and Penguin has created a havoc on many websites. These two algorithms had massively effected the nature, posting and viral marketing of press releases. SEO press releases has always been a point of debate in the internet marketing. Mainly due to how SEO press releases are exploiting internet marketing. In the beginning of digital press releases there existed the effective strategy for improving rankings of webpage but since the invention of Black Hat tools as they are the prime source of explicit violation of Google policies and guidelines.
The reason behind this violation is diversion of motive in writing and distribution of the press releases. Earlier it was, as it name promised, to provide viewers and internet surfers with accurate newsworthy information but today is has become about boosting ranking in Google search engine. Once its purpose was just to deliver information to everyone, but today it is all about conquering the search engine results. It will be fair enough to say that quality is being replaced by the quantity of the web content on the search engine base. Google’s algorithm updates, however, have succeeded so far in reducing the effectiveness of pages from websites having exploitative and low quality content or use black hat tools to boost their ranking. Perhaps, the effect of Google algorithm is not always effective due to the discovery of ways and methods to break its spell.
Already existing low quality web pages and those violating Google guidelines are under no penalty and are still enjoying increased ranking on Google search engine. Google algorithm might be effective for press release after its launch but what about already existing press releases that offer no value to masses and are irrelevant. However, the changes brought by Google algorithms ensure productive rewards to unique and quality content web pages. Unless your SEO practice has been has been firmly planted under a rock for most of the last two years, you know that Google released two major algorithm updates. As is the case with such changes, debates have sparked up about that the updates mean for certain SEO practices.
One of the biggest points of debate has to deal with the effectiveness of optimized press releases. SEO press releases have always been a point of contention in the internet marketing landscape, largely due how they’ve been exploited throughout the history of internet marketing. In the early days of digital press releases, copywriters could piece together less-than-stellar press releases and send them off for distribution and then they could sit back as the press releases were picked up and generated backlinks. While this was an effective strategy for improving rankings, it’s not hard to see how this method easily could, and did, turn into a form of exploitation.
Part of the problem with this method of press release writing and distribution was the motivation. Prior to the advent of internet marketing, the purpose of a press release was exactly what its name promised to release newsworthy information in hopes that news outlets would deliver the news to the masses. With digital press release the search engine optimization, however, the focus on delivering news was put aside in favor of boosting rankings by generating as many press releases in as many places with as many keywords as would fit into them. Quality took a back seat to quantity.
With Google’s algorithm updates, however, the effectiveness of these exploitative, quality-diminishing press release methods has been reduced dramatically. While the changes reward unique, quality content and penalize press releases that offer less value to the masses, nothing is perfect and new ways to beat Google’s algorithm are being discovered. Moreover, there is still no consensus on the effectiveness of press releases post-Panda and post-Penguin, with some digital marketers claiming increased rankings, traffic, and visibility from press release and others swearing that they offer no value.
In spite of where you may stand in the debate about press release effectiveness in SEO, there’s no denying that in the hands of a master tactician, a butter knife can be as deadly as a sword. That is to say that a press release can be as effective as its writer wills and allows it to be. In truth, the strongest, most effective strategy you have for creating a press release that will generate traffic and improve rankings is you. As a copywriter, you have the power to create the most compelling, newsworthy press releases you can or to not. Quality is a choice, and you have to decide, but the correct option couldn’t be clearer. A well-written and engaging press release will, without fail, attract more attention than a spammy, hollow block of text each and every time.
Another aspect to keep in mind is how many outlets you utilize to distribute your press release. If you’ve got a PR Web account and that is all you use to syndicate your press releases, you’re limiting yourself. The cliché goes “less is more,” and in a lot of instances it holds true, but in this situation, one is just not enough. To maximize a press release’s chances of being seen, it’s a good rule of thumb to distribute it via three different platforms. For every press release you create, you should create three versions of it, one for each medium you use as a distribution portal. The variation between the three can be small, as much as a different lead for each. One should be sent out via the wire service you use, another should be used to post on your website or blog (as well as a client’s), and the last should be distributed via your social media accounts. Since two of these methods are free and you theoretically had your wire service subscription already, this will effectively create two new audiences for your press release with no additional spending on your part.
While the debate rages on about press release effectiveness in SEO, you can take these steps to ensure that you are getting the most benefit from the ones you write. Well-written press releases offer much more than improved keyword ranking.
At the end of the day, Google can update its algorithm as many times as it likes, and a quality press release that bloggers and journalists will want to pick up and people will want to read about will generate more traffic than keyword densities. It is no exaggeration that content is King in internet marketing.
How To Create The Most Influential Press Release?
Even if you have utilized Black Hat techniques in past to improve the content of your Press Release, and now you are under the great threat of getting penalized by Google Penguin or you have already faced the consequences, even then there are still few techniques which can prove to be very effective to avoid punishment from these algorithms and help you restore your Press Release’s content integrity. Following are some of the ways to make sure your Press Release stands out ethically as well as professionally.
The most effective strategy for creating the most effective Press Release that will not only generate enormous traffic but will also boost up the ranking of your webpage without getting penalized by the Google algorithm is using your ability as a copywriter. You yourself have the strength to create newsworthy, unique and informative press release. The spammy low quality content can make Press Release attain a high search engine position but in longer run it will fail to maintain its reputation, as nothing can replace well written and attractive Press Release. As a professional copywriter, another factor you need to keep in your mind is the number of online submission sites you utilize to distribute your Press Release. For each Press Releases you write, create three versions of each and distribute it on every distribution portal. The difference between the three can be minute. Sent one via wire service, other via post (blog, website) and last and not the least from your social media accounts (Twitter, Facebook or LinkedIn). Two of the sources are cost effective, as the internet medium is free and will effectively create at least two new audience bases for your Press Release.
Content marketing implies the concept of producing and sharing valuable content to get noticed by viewers through online businesses. It is often misunderstood that blogging is the only easiest way of content marketing. There are, however, several more and here below are mentioned those techniques to market your content.
Take help from social media – Promote your Press Release on Social Media with your co-workers, friends and family. Top Social media sites include Twitter, Facebook, Google+ and LinkedIn.
Press Releases yPickMe pitch?
A totally natural “white hat” approach to SEO that gets you not only SEO Benefits from the Press Release itself but the chance that the PR hits the front page of Google news and gets a ton of direct traffic.