Online reputation management rises or falls by the number of good, high-quality backlinks your campaign is able to generate. The question, then, is where are the best sources of high-quality links? For a long time, the answer seemed pretty simple: press releases. For as long as there has been SEO, press releases have been used to build traffic and place powerful backlinks in strategic locations. It’s one of the most tried-and-true plays in the online reputation management playbook.
In recent months, though, there have arisen some questions about this strategy. These questions have arisen because of—you guessed it—the Panda and Penguin updates. Read on for more insight into these concerns—and some tips you can use to ensure that your press release strategy remains effective.
What’s the Problem?
For online reputation management professionals, the Panda and Penguin updates threw one major wrench into the press release strategy. Nowadays, links are not always good and helpful. They’re only good if they come from legitimate websites. Links from bad neighborhoods can ultimately do more harm than good. The problem with press releases is simply that, if you’re not careful, there’s no telling where your PRs could end up.
Online Reputation Management Strategies: Press Releases Done Right
That’s a concern that any online reputation management professional should be aware of. It should not, however, make you think that press releases no longer have value. Instead, simply keep these basic strategies in mind as you carry on with your PR approach.
In a lot of ways, online reputation management professionals can consider these news outlets in the same way that they consider search engines. Yes, you want to succeed within the parameters of those outlets. In a post-Penguin age, though, success in news outlets means writing engaging content that’s geared toward human readers. Keep this in mind as you work to refine your own approach to press releases.
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