Online PR for high search engine rankings

Momentum, Oxford - Adopt an effective PR strategy online and increase return on investment

You may never have used PR before - either online of off-line. Any effective web marketing strategy should include online PR as one of the most powerful and cost-effective promotion tools available. If your organisation is actively producing news items, editorial or press releases for use online, you could make your investment go further by adapting and using the same content to gain high placement in search engines.

Small stories can gain wide reach online

Online press or news release distribution is one of the central web promotion activities undertaken by Momentum for its clients. Unlike traditional off-line press releases aimed at mainstream and trade media, online press releases are designed to attain high search engine rankings to attract new visitors to your site. Whereas as off-line press releases require a ‘big story' to propel them into the media spotlight, online news performs best when describing products, services and their benefits in simple language devoid of ‘sales spin'. Online news releases are a versatile online promotion tool and can be issued far more frequently than regular press releases.

Short term impact - releases gain high search engine rankings over a broad range of two and three-word keyword phrases
Long term impact - online content news distribution increases the number of relevant links to your site enhancing its performance in search engines

If a release contains compelling content that is relevant to a particular industry sector it will sometimes get picked up by other content publishing services or information portals associated with that industry or market. In turn these additional ‘unplanned' links act as conduits for direct traffic to your site, but also add to the volume of quality links pointing at your site to help with long term optimisation. The result of this long term optimisation effect is to increase the keyword rankings of your site in search engines. The greatest benefits of the press/news release activity are experienced if repeated quarterly, monthly or even weekly.