Dos and Don’ts of Press Releases in the Digital Age

Free press release distribution services

Is your business struggling to harness the increase in web traffic and revenue that online PR news can generate? Just like any other content produced and placed on the web, there are some rules that online press releases should follow in order to be seen and in order to engage people. Here are the Dos and Do Nots of successful press releases on the web.


  • Implement SEO in Your Releases
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    Just like anything else published online, your press releases should be optimized to appear in search engine results from Google, Bing!, and others. By making use of effective meta-tagging, URL optimization, and smart keywords in your content, you will necessarily improve your visibility in searches. Since, according to Search Engine Journal, 93% of online experiences begin with a search engine, this is extremely important.

  • Consider Free Press Releases
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    You do not need to spend a ton of money on press release distribution. Free press releases can be just as effective as those which you have paid to spread around. Smart Insights notes that when they used the free press release services offered by PR News that 75% of their releases wound up being visible in Google News. Do not make the mistake of equating “free service” with “cheap service”.

Do Nots

  • Do Not Rely on Press Releases Alone
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    Whether you use free press releases or not, you should be sure to make them a part of a multi-pronged plan of attack for your marketing. Rachel Sprung of HubSpot points out that press releases are only syndicated for a certain period of time. As that time ticks closer to expiration your press release will lose its effectiveness. By using press releases to lead users to other content, you maximize its impact.

  • Do Not Forget About Content
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    Anything you write for the web has to have a focus on content. Every one of your readers needs to know that they are not wasting their time on a cheap marketing ploy when they read your free press releases, blog posts, articles, and the like. The Inbound Writer Blog points out that 61% of consumers like a company better when they produce quality, custom content. This then leads to a higher percentage of conversion and more revenue.

Make sure your online press releases are the best they can be by following these Dos and Do Nots. If you start treating your releases as you would any other kind of online content, then you will start to see far better results than you otherwise would. So, what are you waiting for?

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