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Are Press Releases Still Relevant in an SEO Hungry World Post-Penguin/Panda?

By October 30, 2014August 2nd, 2017Digital Marketing, Public Relations

With Google’s Panda and Penguin search algorithm updates discrediting backlinks provided by sending press releases, is it still worth it to send them?

The challenge in marketing today is keeping up with the ever-changing trends, which includes keeping up with the worth of a press release. Before Google released its Panda and Penguin updates, changing the SEO algorithm, press releases were a great way to build site authority by earning backlinks and ultimately boosting SEO. Without that, are they still worth sending?

In February of 2011 Panda was released to weed out the low-quality sites that were often stealing information from others for the purpose of SEO equity. Later, in April of 2012, Penguin was released with the goal of reducing the trust Google had in sites that created backlinks in order to boost SEO. It is a combination of these two Google algorithm updates that discredits the backlinks that were once earned by sending out a press release.

Prior to the Panda and Penguin updates, backlinks were essentially purchased by companies who distributed press releases through a wire service, such as PRWeb, Business Wire, MarketWire, or PRNewswire. Depending on how much money you paid a PR wire service, you could get hundreds of backlinks to your site. With these updates, however, only earned links deliver SEO equity.

With that being said, a press release can still contribute to SEO if the links it produces are high-quality earned links. For example, if a journalist receives your press release and decides to pick it up for a story, then the story or review will create an earned backlink to your site. These earned backlinks are are votes for your website that ultimately increase site authority and off page SEO.

How else can a press release benefit us? Well let me tell you… there is more to life than SEO! A press release is an opportunity to provide your buyer persona with news that is, well… newsworthy.

The real worth of a press release is not lost with Googles’ updated algorithm because the real worth of a press release is in the remarkable content you create and earn.  In addition, a press release still contributes to online discoverability and market education.

Focus on producing great news and when journalists offer to pick up the story, you’ll get the earned backlinks you deserve.

For more information on press distribution, please download the Alaniz Guide to Press Distribution. Get in touch if there’s anything we can help with!

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