We all know how good online PR content is for SEO (if we don’t, we should pack up and go home now!) but recent changes to its algorithms means Google has moved the goal posts again.
It is important for your site’s SEO that you take heed of these changes and don’t fall foul of the new press release content rules.
Here in a nutshell is what Google doesn’t like and what it does:
Google is saying a very big ‘no’ to some of the black hat SEO practices which are designed to manipulate algorithms through the repetitive use of key words and over use of anchor text. This is aimed primarily at content you distribute through newswires and other syndication sites that carry content with very little quality control.
Google is however saying a resounding ‘yes’ to honest and useful content which do carry important URLs which enhance the article and add to the piece as a whole. If you want chapter and verse on the Google rules, they’re here.
Basically, it’s looking for more transparent and meaningful content which it will reward with a better ranking, rather than the press release stuffed in keywords and anchor text which is trying its hand at SEO by stealth.
This is great news for the genuine good content providers out there (we include ourselves among them!). It means that unique PR content will by its very nature attract interest (including Google’s) and naturally get shared around the Internet, attracting the type of high-quality, relevant links we all crave. (More on this in my next blog).
Links are earned by creating a piece of information that someone deems sufficiently interesting to share with their followers. This is such a powerful SEO tool, and PR professionals should not underestimate this fact. Once upon a time, if I heard something of interest during the course of my working day in the newsroom I’d go home and share it with the family around the dinner table – nowadays I press a couple of buttons and share it with thousands across the Internet. That’s the power of PR online and its implications for SEO.
Just a word of warning, as the rules around content for SEO continue to develop, remember to keep abreast of Google’s updates. This is an ever-changing landscape and it’s vital that if you’re posting online content, you always keep updated on Google’s latest tweaks to ensure you’re providing safe SEO PR which is working for your business’ website.