Maximising SEO through Effective Press Release Strategies- a Step by Step Guide

When it comes to running a small business or startup, effective press release activities can be a game-changer. However, digital PR goes beyond just shaping your brand’s image—it also has a significant impact on your SEO performance. Through PR outreach, you can achieve several benefits, including:

• Garnering coverage from reputable media outlets.
• Driving increased website traffic.
• Gaining visibility across platforms like Google News, Twitter, LinkedIn, and more.
• Enhancing your domain authority in the eyes of Google.

One of the key advantages of PR outreach is the opportunity to secure backlinks or brand mentions in articles published about your brand. These mentions can contribute to significant successes, such as TopicRanker.com acquiring 532 new customers within two weeks after their case study titled “New Domain Ranked #1 On Google In 2 Weeks: Here is My Process For Finding Easy To Rank Keywords” was published on IndieHackers. The case study garnered over 15K views and received 95+ comments.

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PR outreach played a crucial role in scaling TopicRanker.com from 0 to 40 million page views per month in just two years, ultimately leading to its acquisition by Google. However, it’s important to note that Press Release distribution alone is not a magic solution for new brands. Convincing journalists to cover your story or contribute content can be challenging, and it’s easy to waste money without seeing tangible results.

Here are four PR methods that have the potential to deliver remarkable outcomes and allow you to outperform established competitors in search engine results:

• Understanding the dynamics between SEO vs PR.
• Harnessing the power of press releases for maximum impact.
• Implementing effective SEO press release strategies.
• Leveraging the synergy between SEO and PR to achieve remarkable results.

By adopting these approaches, you can unlock the true potential of a Press Release sample and propel your brand to greater heights in the online landscape.

Learn More: The Power of Digital Marketing in PR Campaigns

Leveraging PR Outreach for Link Building and SEO Advantages

It is important to make use of the different PR outreach for your link building and better SEO Press Releases.

1) Leveraging PR Outreach

If you’re in the early stages of your PR journey or exploring a new niche, you may not have an established list of publications or writers to rely on. Fortunately, three platforms can assist you in discovering valuable publishing opportunities to drive traffic to your website and, subsequently, enhance your SEO performance:

Utilising HARO for PR Outreach

HARO, an outreach platform connecting sources with journalists and publications, has gained significant popularity over the years. This growth has led to more individuals seeking to share their expertise in exchange for backlinks. It’s a mutually beneficial arrangement where writers receive valuable insights from experts, while brands gain backlinks. The founder of HARO, Peter Shankman, was even met shortly after the launch of JustReachOut on ProductHunt.

To participate as a writer or journalist, individuals must provide their publication name and URL and pass an audit process to ensure legitimacy. However, navigating through numerous responses to find the most valuable information can be time-consuming. In one instance, it took approximately 45 minutes to sift through 63 responses to identify a promising opportunity.

To make your brand stand out in this competitive landscape, consider the following suggestions:

• Respond promptly to queries.
• Personalise your responses with compelling insights.
• Research the journalist and publication to align your replies naturally with their content.

Here’s a template that can be tailored to your needs. It’s concise, offers a unique perspective (such as in the lending industry), and includes a strong call to action for further discussion. This template has proven successful for a JustReachOut customer, Nancy Bucay, who secured four backlinks from BeaconStac, Referral Rock, CEO Blog Nation, and Beekeeper within a month.

When adopting and modifying the template, Nancy began with a brief introduction about her company before diving straight into her answer.

It’s worth noting that while HARO is a prominent platform, other alternatives like Qwoted and Terkel also provide opportunities to discover publishing opportunities.

Leveraging Qwoted for PR Outreach

At first glance, Qwoted functions similarly to HARO, but with a manual and approval-based sign-up process, distinguishing it from HARO. The advantage of Qwoted’s approach is that once you gain access, you’ll face fewer competitors while gaining access to a larger pool of journalists to pitch your expertise.

While the free plan on Qwoted limits users to responding to only three queries per month, this restriction can be viewed as an opportunity for those who possess the necessary experience, expertise, and demographic alignment that journalists typically seek. If you meet these criteria, Qwoted can be a valuable platform to leverage for your PR outreach efforts.

Exploring Terkel for PR Outreach

Another platform to consider is Terkel, which offers a less saturated and potentially less overwhelming PR outreach experience. Terkel takes a proactive approach by partnering with popular blogs like GoDaddy, Calendly, and SCORE to showcase expert quotes. If you have a specific interest in targeting one of Terkel’s network blogs, it’s worth responding to their queries for potential opportunities to feature your expertise.

2) Enhancing SEO with Guest Post Outreach

In addition to obtaining backlinks through quotes, an alternative strategy is to write and submit a complete article as a guest post to a publication.

One of the advantages of guest posting is the ability to have control over how the links and mentions are presented within the article. By sharing your knowledge on someone else’s blog, you can gain exposure to a new audience, potentially attracting leads, and also catching the attention of search engines like Google.

However, it’s essential to note that guest posting is not a new concept in the SEO realm. Many businesses struggle to determine the precise value of their guest posting outreach campaigns due to intense competition and flaws in the outreach process.

To avoid falling into the same predicament, it’s crucial to ensure that the guest post is a subtopic or related to the content on your backlink page. For instance, our customer, Nextiva, aimed to improve their rankings for the “business VoIP guide” on their website.

They strategically secured backlinks from guest posts that discussed more specific topics within the VoIP domain. This approach created organic connections and allowed readers to explore related ideas. To maintain authenticity and avoid appearing spammy, it’s essential to link your guest post to specific subtopics within your main article.

If you’re interested in discovering guest posting opportunities on high Domain Rating (DR) websites, follow these three steps to achieve similar results:

Learn More: Top Blogger Outreach Tips to Build Authority

Step 1: Prospecting for Guest Post Opportunities

Guest posting often fails to deliver desired results due to a lack of alignment, low-quality content, and the overwhelming volume of cold emails. It is crucial to prioritise finding websites that specifically cover your subtopic rather than simply targeting any site that accepts guest posts.

For instance, a client Aura aimed to enhance backlinks for an article addressing methods to remove personal information from the internet. To ensure relevance and a better fit, they narrowed down the guest post topic to “How to hire cybersecurity talent,” which also discussed ways to remove personal information. This strategic approach catered to recruiters who often search for such information. Consequently, Aura chose to collaborate with a publication focused on HR and recruitment, aligning their guest post with the target audience’s interests.

By emphasising the importance of alignment, content quality, and targeted outreach, businesses can optimise the effectiveness of their guest posting efforts and achieve their desired outcomes.

Step 2: Identifying Key Influencers

While some websites have straightforward guest posting forms, popular ones often require additional effort. To move forward, you need to locate the Head of Content, content managers, SEO managers, and editors within the organisation.

Before sending your pitch, it’s advisable to establish a connection with them on LinkedIn. Engage with their posts, familiarise yourself with their content strategy and preferences, and only approach them once you have built a rapport.

The Content Partner tool mentioned earlier can assist in this process, but Traffic Radius Sales Intelligence, along with its Contacts feature, is another valuable resource. It enables you to quickly find key decision-makers in organisations. By researching their independent websites or the companies they work for, you can access up-to-date contact information. Additionally, you might discover someone even more relevant to reach out to in the process.

The best part is that you can conveniently download your prospect list directly to your CRM, such as HubSpot or Salesforce, or export it to an Excel spreadsheet according to your preference.

A Template for Effective Guest Post Outreach

Subject: Guest Post Submission for Your Consideration

Hello,

I hope this message finds you well. I wanted to reach out and share an article titled “<Insert Title>” that I believe would be a great fit for Ad Tasher. As a platform that regularly features guest contributions from experts in the field of <Insert Topic> , I felt compelled to write an article specifically for your audience. Here is a summary and outline of the proposed article:

Title: “<Insert Title>”

• Introduction: Providing valuable insights on the topic and engaging readers from the start.
• Main Argument/Information: Present compelling points and essential information related to the topic to educate and inform your readers.
• Supporting Argument/Information: Further expanding on the main argument and offering additional valuable insights to enrich the article.

I have a strong background in writing on this subject matter, and my work has been featured in reputable publications and blogs such as <Insert List of Publications/Blogs>.

In addition, we cover this topic extensively on our company blog,<Insert Link to Your Company Blog> . This demonstrates our expertise and commitment to delivering high-quality content.

To facilitate your review, I have prepared a draft of the article, which can be accessed via this link:<Insert Link to Your Article on the Cloud> .

I would be thrilled to contribute this piece to <Insert Blog Name> . If you find it aligns with your content strategy and would resonate with your audience, I believe it could be a valuable addition to your platform.

Thank you for considering my submission. I look forward to hearing from you.

Best regards,

[Your Name]

3) Capitalising on Podcast Outreach for SEO Benefits

Another promising channel in the realm of press release example outreach is podcast outreach.

In recent years, the significance of podcasts for SEO has become increasingly evident. Here are key reasons why you should consider incorporating podcasts into your PR strategy, even if guest posting and HARO pitches are yielding positive results:

• Access a new demographic: Podcast audiences often differ from dedicated blog readers, allowing you to tap into a fresh and diverse audience base.
• Expand brand promotion through a different medium: Engaging in podcasts allows you to cast a wider net, increasing brand visibility and raising awareness among a broader range of potential listeners.
• Enhance backlink health: Podcast episodes often provide opportunities for linking back to your website, typically directing listeners to your homepage and contributing to your backlink profile.

By exploring podcast outreach as part of your press release distribution initiatives, you can harness its potential to reach untapped audiences, elevate brand recognition, and improve the overall health of your backlink portfolio.

How to Discover Relevant Podcast Leads

To find podcasts for press release activities outreach, expand your prospecting efforts to include platforms like Apple Podcasts and Spotify. Create a list of relevant podcasts using the same techniques mentioned earlier.

Once you have your list, it’s crucial to personalise your outreach emails to increase your chances of getting a response. Personalisation can be achieved by:

• Listening to a few podcast episodes to understand the hosts’ topics and themes.
• Identifying topics they may have missed or where you can provide new perspectives.
• Offering valuable data or statistics, such as competitor analysis or keyword insights, that can enhance their content.

For example, Testbox identified a podcast episode on customer service that didn’t mention the role of tools and software. They added a relevant statistic from their study and reached out to the podcast, sharing the statistic and expressing their interest in being a guest.

While there’s no substitute for paying close attention and personalising your outreach, tools like JustReachOut’s podcast outreach tool can help streamline the prospecting process. It functions similarly to the guest posting feed, enabling efficient discovery of podcast opportunities.

Once you have a compelling hook, whether it’s addressing an issue or providing significant value, craft a customised email to engage with the podcast hosts and pitch your expertise.

Crafting a Persuasive Podcast Outreach Template

Subject: Invitation: Guest Appearance for Your Podcast Episode

Hello <First name of podcast host> ,

I have been an avid listener of your show and thoroughly enjoyed your recent episode on <specific episode topic>, which aired on <date>. The insights shared were truly enlightening.

While listening, I noticed that you touched upon <dark social and the challenges of marketing and sales working in silos> . However, the discussion didn’t delve into <how executives can foster collaboration among teams to achieve shared goals. Many companies are aware of this issue but struggle with implementing effective strategies>.

I wanted to reach out and inquire if you are currently accepting guests for your show. I would be delighted to apply for a guest spot and focus our interview on these two compelling ideas:

<idea #1 (30 words max): Shaping an internal culture that sees marketing as an extension of the ROI attributed to sales reps, recognising sales as a direct revenue driver.>

<idea #2 (30 words max): Addressing the lack of investment in marketing and sales alignment as businesses gain traction, which can inadvertently dilute the potential impact of marketing efforts.>

I have had the pleasure of being interviewed on several podcasts, some of which include:

<link to past podcast interview #1> <link to past podcast interview #2>

Allow me to share a bit about myself and my notable accomplishments:

• Impressive accomplishment #1, directly relevant to the subject matter of your podcast.
• Impressive accomplishment #2, showcasing my expertise and achievements in the same domain.
• Impressive accomplishment #3, highlighting my contribution and experience related to your podcast’s focus.

I would be genuinely interested in hearing your thoughts on the potential collaboration. Your dedication to producing an exceptional show is commendable, and I greatly appreciate your continued efforts.

Thank you for considering my request. I eagerly await your response.

Best regards,

[Your Name]

4) Harnessing Broken Link Outreach for Link Building

Broken link outreach is a highly effective yet often overlooked SEO technique that can significantly enhance your backlink profile.

In many articles, sources and references cited may become inaccessible over time. By implementing a broken link outreach strategy, you can identify broken outbound links and reach out to the original article’s owner to suggest a replacement, potentially even with your relevant content.

To successfully execute this strategy, follow these steps:

• Find the appropriate keyword: Choose a target keyword that is popular enough to have numerous articles written about it and old enough to have expired outbound links. Articles discussing “email marketing,” for example, are more likely to have broken links than those discussing “metaverse marketing.”
• Create exceptional content around the chosen keyword: Utilise techniques like Brian Dean’s “skyscraper technique” to develop comprehensive, versatile, and superior content compared to your competitors. This high-quality content will serve as your solution when pointing out the flaw to the article owner.
• Leverage Traffic Radius Digital Marketing Intelligence: Keep an eye on your competitors and their topics of discussion using the Digital Marketing Intelligence feature. Gain insights into non-branded keywords that top news publications have gained significant traffic from in the past 28 days, allowing you to stay updated and informed.

By implementing a well-planned broken link outreach strategy, you can leverage this simple yet powerful technique to improve your backlink profile, enhance your website’s authority, and drive targeted traffic to your content.

Finding Potential Leads for Broken Link Outreach

To facilitate the process of finding inactive web links, you will need a specialised tool to crawl and identify broken links.

JustReachOut offers a convenient solution where you can enter a specific term, and the platform will retrieve relevant Google search results, checking each one for broken links. The tool provides a comprehensive list of host article URLs, along with details such as broken links, link text, error codes, link types, and email addresses of the article owners to whom you can pitch your replacement solution.

Here’s an example of how it appears when searching for the keyword “link building”:

[Include an illustrative image or representation of the search results]

Once you have identified a broken link opportunity, you can proceed to reach out to the respective prospects. To assist you further, we have prepared another template for this purpose.

A Template for Effective Link Building Outreach

Subject: Replacing Broken Link on [Article Title] – Opportunity for Enhancement

Hello [Article Owner’s Name],

I hope this email finds you well. I recently came across your insightful article titled [Article Title] and wanted to bring to your attention a broken link I noticed within the content. As someone who values the quality and relevance of your articles, I thought it would be helpful to provide you with an alternative resource to replace the broken link and maintain the value your readers derive from your content.

Upon conducting extensive research on the topic, I have developed a comprehensive and informative piece titled [Your Article Title]. This article covers a similar subject matter and addresses the exact topic where the broken link was found. I believe it would seamlessly fit into the context of your article, enhancing the reader experience while maintaining the integrity of your content.

Here are the details of the broken link and its replacement:

Broken Link: [Provide the URL of the broken link] Anchor Text: [Specify the anchor text used for the broken link] Error Code: [Indicate the error code associated with the broken link] Replacement Link: [Insert the URL of your article as the replacement]

I have taken the liberty of attaching my article for your review. It provides in-depth insights, valuable information, and practical examples that align perfectly with your article’s theme and intended audience.

I understand the importance of maintaining the quality and relevance of your content, which is why I believe this replacement link will not only benefit your readers but also contribute to the overall value of your article. By including this alternative resource, you can ensure your audience has access to accurate and up-to-date information.

If you find my suggestion valuable and decide to include the replacement link in your article, I would be grateful for the opportunity to contribute to your platform. I am available for any further discussion or clarification you may require. Please let me know your thoughts on this proposal.

Thank you for your time and consideration. I look forward to hearing from you.

Best regards,

[Your Name]
[Your Title/Organiation]
[Your Email Address]
[Your Phone Number]
[Your Website or Relevant Links]

Evaluating Websites and Podcasts for Outreach Suitability

By incorporating these four methods into your press release strategy, you’ll unlock a wealth of opportunities. However, it’s crucial to prioritise quality over quantity.

When selecting prospects to reach out to, it’s essential to thoroughly vet them. Remember, a few high-quality backlinks hold more value in terms of SEO than numerous low-quality and spammy websites. Before initiating outreach, ensure you have answers to the following:

1) Assessing Relevance to Your Topic

Relevance holds significant importance to Google, as it aims to showcase authoritative expertise in various fields. When conducting outreach, it is crucial to connect with sources that align with your brand’s core values and offerings. This approach allows you to establish a niche presence and effectively target a consumer base that is already receptive to your services.

By reaching out to sources that complement your brand’s values and expertise, you can position yourself as an industry expert. This strategic alignment enhances your credibility and increases the likelihood of being promoted to an audience that is already interested in and receptive to the services you provide.

2) Verifying Traffic and Engagement Levels

While relevancy is crucial, it’s equally important to maximise the impact of your PR outreach efforts on SEO. When investing in PR outreach, it’s essential to choose platforms that can effectively amplify your brand’s visibility in search engine results.

From my personal experience, I’ve found that a platform needs to have a minimum of 20,000 organic visits per month to ensure that your earned media receives optimal exposure and generates significant SEO benefits.

By selecting platforms with substantial organic traffic, you can leverage their visibility in search engine result pages (SERPs) to enhance your brand’s online presence and improve your search rankings. This strategic approach ensures that your press release formats and efforts yield tangible results in terms of SEO and contribute to the long-term success of your brand.

3) Highlighting Your Unique Value Proposition

In today’s landscape, delivering value to your audience is paramount, and the same principle applies to your press release examples and outreach campaign.

To capture the attention and interest of your target audience, it’s crucial to offer something truly worth their time and effort. This could include newsworthy elements such as announcing a new senior hire, sharing insights on company pivots, releasing an exclusive report, or conducting a study that sheds light on an intriguing topic.

When approaching potential partners or sources, it’s essential to demonstrate the value and benefits that the partnership can bring to them. Highlight how the collaboration can work in their favour, whether it’s by providing them with valuable content, increased exposure, access to a new audience, or the opportunity to establish themselves as industry experts.

By clearly showcasing the advantages and value that the partnership offers, you can effectively engage potential partners and ensure that they recognise the mutual benefits that can be derived from working together.

Creating a Comprehensive PR Outreach List

Once you have identified your narrowed-down prospects, it’s crucial to create a comprehensive media list before initiating outreach.

A media list serves as a valuable document that outlines your outreach strategy and identifies your target contacts. It is recommended to structure your media list by including defined content types for the various profiles you will be reaching out to. Additionally, include relevant information such as the industry in which they operate, their contact details, and any relevant links that can aid in your outreach efforts.

By organising all these details in a media list, you can ensure that your outreach efforts are well-informed, targeted, and efficient. Having a clear overview of your strategy and relevant information about your targets will contribute to a successful PR campaign and help you establish meaningful connections with the right individuals and publications.

Leveraging Introductions vs. Cold Outreach

Once you have your media list ready, it’s time to initiate outreach. There are two primary approaches you can take: organic intros and cold outreach. Both methods have their strengths and are suitable for different contexts.

If you have a strong network that can assist you in reaching your target contacts, and you’re aiming for leading publications that prefer working with a select group of individuals, organic intros are the way to go. This approach allows you to leverage trusted connections and build relationships based on mutual trust and credibility. It is particularly effective when targeting privacy-focused editors and journalists who are more receptive to introductions from trusted sources.

On the other hand, cold outreach is beneficial when you have a well-established outreach system in place. This includes having a spam-free domain, ensuring high email deliverability, and utilising follow-up sequences to maintain engagement. Cold outreach is ideal for scaling your outreach efforts within a short timeframe. It is also suitable when your brand has already created a certain level of awareness and can confidently approach new contacts.

By considering the context and objectives of your outreach campaign, you can determine whether to prioritise organic intros or cold outreach. Both approaches have their merits and can contribute to your overall press release sample success.

Techniques to Secure Introductions in Publications

When it comes to reaching decision-makers at high-level publications, it can be challenging. However, don’t let that discourage you from seeking introductions. Here’s an effective approach:

Start by identifying mutual connections who are in contact with your target publication. You can explore the publication’s blog to find writers and conduct a search on LinkedIn.

Let’s use Zapier’s “People” page on LinkedIn as an example:

[Include an image or reference to Zapier’s LinkedIn page]

Take a closer look at their profiles to identify valuable information. Look for relevant details that can help you establish a connection. For instance:

[Provide an example of useful information found on a profile]

By establishing a connection with writers from your target publication, there’s a possibility they may introduce you to the decision-makers. When the introduction comes from someone they trust, such as Deborah in this case, the decision-maker may be more receptive to hearing your pitch.

Effective press release distribution outreach relies on having a strong network, and introductions are just one of the many ways your network can support your efforts. By leveraging existing connections, you can increase your chances of successfully reaching decision-makers at high-level publications.

Strategies to Capture Attention with Cold Outreach

When engaging in cold outreach, finding the right person is crucial to avoid wasting your time. However, once you have identified the appropriate individual, the next challenge is grabbing their attention amidst the competition.

Cold calls and emails are commonly used in outreach, which means you need to find a way to stand out. The key is to highlight their pain points and areas where they may be going wrong while providing a solution.

For instance, if you come across an article by Aura about keeping private information from becoming public, before initiating cold outreach, thoroughly analyse the article and identify areas that may be outdated or lacking in perspective. This demonstrates that you have conducted research and are not simply sending automated emails.

Here’s an example of issues you may find with the Aura article:

• Update needed: The article hasn’t been updated since January 2023.
• Readability concerns: The first two sections consist of large blocks of text without bullet points.
• Misalignment with search intent: Users seeking quick steps may find it challenging to locate the relevant information in the article.
• User experience: The table of contents lacks clear indications of the steps, making it difficult for users to navigate quickly.

Additionally, utilising tools like TopicRanker can help identify weaknesses in the article, such as page load speed and reading ease, compared to competing pages.

Once you have identified the weaknesses of the article you wish to rewrite or update for a brand, it’s time to reach out to the relevant individuals within Aura. Typically, content writers and link builders would be suitable contacts. Share your findings, arguments, and, if possible, provide a brief to initiate a discussion about offering them a new and relevant piece.

By addressing their pain points and showcasing your value, you increase the chances of grabbing their attention and establishing a productive conversation.

Emphasising the Importance of Email Subject Lines

The success of your cold email heavily relies on whether or not the prospect opens it. Shockingly, 47% of recipients open emails based on subject lines alone, while 69% mark them as spam for the same reason.

After extensive analysis of hundreds of cold emails and observing JustReachOut customers, I’ve identified six key secrets to crafting effective subject lines:

• Keep it concise, impactful, and direct, ideally between 4-8 words or 45-60 characters.
• Incorporate numbers, ask relevant questions, and make the subject line align with the email’s content.
• Consider experimenting with emojis or clever wordplay, but ensure they are in line with your brand’s persona.
• Avoid sensationalism, as using phrases like “Urgent!” can lead to your email being flagged as spam.
• Utilise the preheader text to expand on the subject line and provide further context.
• Conduct A/B testing to identify and eliminate subject lines that underperform.

To inspire your subject line creation, here are a few ideas:

• [Mutual connection’s name] said you’d love this.
• [Name], I found a mistake in your article.
• Mentioned [company name] in my blog.
• Regarding one of your articles.
• [Relevant topic] article idea for [company name].
• Loved [episode name], but you missed one point.
• Do you accept guest posts?

By implementing these strategies and crafting compelling subject lines, you can significantly increase the chances of capturing the recipient’s attention and generating a positive response to your cold emails.

Experimentation: Discover What Works Best for You

PR outreach is a comprehensive process that necessitates experimentation. It is crucial to test various channels and personalise each message to discover the approaches that yield the best results for your specific needs.

Utilise the methods and templates outlined in this post to enhance your PR outreach strategy and begin implementing them immediately.

However, it’s important to maintain a broader perspective and avoid being solely driven by immediate gains. Building strong relationships should be the focus if you want your PR efforts to have a lasting impact on your SEO.

And how can you establish those meaningful relationships? By consistently providing value.

By prioritising value creation and delivering impactful content and insights, you can foster strong connections with journalists, publications, and industry influencers. This approach will not only enhance your press release activities and efforts but also contribute to long-term success in the realm of SEO.

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