Part 2 will give readers an idea of possible distribution networks, and how to optimise on your digital assets for PR submissions.
Step 2: Distribution
Many companies offer varying levels of service for distribution. I’ll outline a few:
1) Business Wire.
The leading source for press releases, photos, multimedia, and regulatory filings from companies and groups throughout the world, and suited for businesses of all sizes. Pricing for their optimised releases is currently $225 per release with a Business Wire circuit, and $295 if ordered standalone (a free membership to Business Wire is required). These releases via EON (Enhanced Online News) offer the use of anchor text and links, trackbacks, Web site preview, and customisation of the permanent URL. This is also great for targeting long tail terms.
More than just an online network, they’ll distribute through the traditional and interactive outlets. Hyperlinks are often removed from online releases, although the releases can rank well in the organic results. The newsline you select and the length of your news release determine the distribution cost. Each newsline covers a specific geographical area: local, regional, national, and international. Their optimised releases are included in US1 releases for $680 or can be added to any other release for an additional $255. Membership is $195 annually and releases start at $180 depending on the location you’re targeting.
Great for small to medium-sized businesses, PRWeb is a leader in online news and press release distribution:
Standard Visibility: Basic submission, inclusion on Google and Yahoo News, two-day distribution, $80.
Social Media: Basic plus social bookmarking links for increased Web 2.0 distribution (tagging, etc), $140.
SEO Visibility: Allows for controlling anchor text of links in the release, next day distribution, and advanced SEO statistics (keywords referring traffic to the release, etc.), $200.
Media Visibility: Guaranteed distribution through the AP and top U.S. newspapers, addition of embedded video, $360.
This is one of the newest and least expensive outlet. Has the fewest press releases being submitted on a daily basis, and is great for smaller businesses. My company has successfully distributed press releases through this channel into Google’s universal results.
Basic: Google and Ask News inclusion, text links, inclusion in PRLeap RSS feed (600 word limit), $49.
Plus: Basic plus AP and UPI distribution, social media tagging/bookmarking, allows for one media attachment, and next day service (1,000 word limit), $99.
Premium: Plus benefits and allows for five media attachments (2,000 word limit), $149.
The amount of press release sites are vast. I’ve given you guys a little taster but obviously budget plays its part.
Step 3: Publish Press Releases on Your own Web Site
While you’re going through the trouble of creating and submitting all of these press releases for distribution, don’t forget to publish all of your press releases on your own Web site to aid your SEO efforts. The search engines love sites that add keyword-rich pages on a regular basis. The more pages, the better. And, if you can organise your press releases by category (similar to how you might organise blog posts), all the better.
One other note: if your press releases are posted correctly (i.e., a unique title tag, header, and other content), this will avoid duplicate content issues with the release that exists on the distribution partner’s Web site. There can be issues with other syndicators of this content (they may not go through the trouble of creating unique title tags, headers, etc.), but the good ones will rank.
Let me know your thoughts