Press Releases New SEO Back Door To Top Rankings

Greg Jarboe, President and co-founder of SEO-PR revealed ablockbuster secret back door to top search engine ranking when hepresented to a comparitively small share of attendees atWebMasterWorld.com World of Search #7 conference. Jarboe presented acase study of client WineZap.com showing their press release which wasdistributed online in July of 2004.

Jarboe provides optimization and distribution of press releases for onlinecompanies seeking publicity and search engine positioning for websites.

Jarboe projected side by side views of a before and afteroptimization press release for WineZap.com, an online resource toresearch and price wines. WineZap was seeking publicity for the launchof their new website and wine search engine. The changes to the pressrelease were relatively minor, but made major differences in the mostcritical spot - the headline, and use of wine related search phrases intheir release. They also incorporated a call to action and discountcoupon for those who clicked through from the press release to aspecial landing page with newsletter sign-up to qualify for substantialdiscount on wine purchases through the WineZap web site.

Jarboe recommends a "sweet spot of 400 to 500 words" as theideal press release length and though he wavered on the right keyworddensity and recommended experimentation to find the perfect density forrankings, he showed a list of wine related terms included in theWineZap press release from "wine prices" to "wine variety" of about adozen keyword combinations. Critical terms were included only onceeach, but were each included in the short 400 word release. Importantkeyword phrases were hyperlinked within the text and the release postedto PRweb.com site press release archive.

Jarboe showed ranking results from within both Yahoo News andGoogle News searches where the release turned up in top 5 rankings,with similar results in standard web searches within a few days. Thisranking is unheard of in a highly competitive wine and wine magazinesonline for search phrases dominated by long-time online players and wasachieved within a week for WineZap, a newly launched wine website. Thisclient had paid for tracking of results over time and Jarboe showedslides showing over 90,000 views of the press release on the PRweb sitewith 1400 views by journalists! This for a site launch in a competitivesector got them press notice and reviews.

Jarboe provided insight into standard search algorithms andnews search algorithms, which vary dramatically and some are nearlyopposite of standard rankings. News searches rank based on how manynews sites are writing about the topic of your press release, howrecent or "fresh" stories are, the length of the story when covered bythe press and the frequency of the search term. One element of newssearch algorithms that's vastly different from standard algorithms isthat number of sites linking to the release is hugely discountedbecause news is expected to be new, and as such, won't have time togather links.

As a matter of fact, the news release gets picked up and usedon dozens of sites with live hyperlinks to the website issuing thatrelease, since the item is considered time sensitive is linked veryquickly. This has the effect of gaining widespread permanent links tothe client site because it is reproduced by topical sites, sometimesarchived, which gives the site issuing the press release both veryearly visibility in news sites and news searches, AND in standardsearch engines because they've been linked to through that release onrelevant and topical sites, therefore gaining long term rankings andvisibility.

For a cost of between $400 and $2000, depending on pressrelease length and additional services ordered, (archiving, trackingand optimization) a site can gain immediate and long term rankings forcritical search phrases if they distribute newsworthy, topical andwell-timed press releases. Smart SEO's should seriously consider addingpress release writing, optimization and distribution online as a valueadded service. Jarboe offers a partnership with PRweb and distributionchannels eMediaWire.com, plus a network of promotion partners.

Jarboe presented additional items of interest about newssearch, including statistics showing that 98% of journalists go onlinedaily, that 92% go online for research purposes, and the most stunningstatistic claims that 73% of those journalists go online to search forpress releases! News releases are typically indexed within three days.Online news search queries are for vastly different topics thanstandard web searches and are performed using much more targeted andintelligent phrases than standard web searches.

Probably two-thirds of WebmasterWorld of Search attendees weredown the hall at the Las Vegas Convention center at a session called"Link Building and Referral Tracking" hearing about tired SEO linkbuilding techniques which are rapidly declining in effectiveness whilea sprinkling of REALLY smart attendees were listening to Greg Jarboetalk about the most underused new blockbuster technique for linkbuilding - online PRESS RELEASES.

Of course, link building should not be the purpose of pressrelease distribution online and is secondary to gaining MEDIA attentionfor your online business or event. But when releases are distributed tojournalists online and used in major media, it can lead to televisionand radio appearances as well as site reviews by journalists coveringonline business.

Jarboe pointed out that the "Public Relations" is 100 yearsold this month and told the story of the first press release, which wassent to newspapers by snail mail for damage control on the first trainwreck by offering to transport reporters free of charge to the scene ofthe accident (by rail) to witness the scene themselves and give firsthand accounts of the accident so that rumors and embellishments didn'tdestroy the railroad industry.

Vastly different from today, where we email press releases tothousands of journalists as fast as we can write them and click the"submit" button through online press release distribution services suchas Jarboe's SEO-PR.com. Press releases online are currently used bylarge corporations routinely through their in-house PR departments butsmall business webmasters and online businesses should learn the valueof news search rankings and media attention gained through online pressrelease distribution and optimization.

Press releases are the new back door to high search enginerankings for popular and competitive search terms and SEO's need tolearn to integrate press release strategy into their search rankingservices as a value added service.

Press Releases New SEO Back Door To Top Rankings
Greg Jarboe, President and co-founder of SEO-PR revealed a blockbuster secret back door to top search engine ranking when he presented to a comparitively small share of attendees at WebMasterWorld.com World of Search #7 conference...
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