Burying Bad News: The Press Release Approach August 01, 2008 Edited by Jeremy Cohen
Marketing tactics come and go, but one method that gains in popularity is a strategy deployed by some savvy PR professionals: using search engine optimized press releases to generate links to Web sites. A growing number of companies are using SEO press releases to bury negative blog postings, says one practitioner of the craft.
"Jewelry companies, auto repair shops and electronics companies sometimes get criticized, and those negative blog postings often appear in the top 10 in Google when searching the company name," says Glenn Selig, founder of PressReleasePros.com, which specializes in writing releases. "It's unfortunate that that happens, but there is something you can do about it."
Selig says his company has successfully buried negative postings by writing and distributing search engine optimized press releases. Optimizing and distributing a press release offers benefits at a nominal cost. When distributed through a press release distribution company, it is indexed by Google, Google News, Ask.com, Yahoo, MSNBC and AOL.
"You still need something newsworthy to disseminate, but then it's about strategy and technique," says Selig. The way it works is press releases are optimized with keyword-rich content. If properly done, SEO press releases add the potential for increased traffic to your site from clients or customers searching for your product and business. They also provide improved rankings overall and increase your chances of additional press.
But the bottom line, says Selig, is search engine optimized press releases can help "push down" bad news that may be costing you customers or business. "I help large and small companies use this secret weapon all the time," says Selig. "And it works like a charm."
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