Link Panda: Press Release Content Optimization for Link Acquisition
Link Panda clarifies how press releases can be effectively used for link acquisition in search engine optimization (SEO). The key is generating editorial coverage, not just syndication.
Press Release Link Building: What Works and What Does Not
Link Panda, a company specializing in search engine optimization (SEO) services, has released a guide on the effective use of press releases within the SEO landscape. The guidance emphasizes that true SEO value is derived from editorial coverage generated by a press release, rather than its mass distribution through wire services.
According to the company, press releases can yield valuable, followed links when they contain genuinely newsworthy information. Such topics might include significant funding rounds, product launches addressing real market needs, the publication of original research with interesting findings, or major company milestones. When journalists find the release compelling for their readership, they will write their own articles about it, typically including a link back to the company's website.
The mass distribution approach, where press releases are sent widely via services like PR Newswire or Business Wire, typically results in nofollow links solely from those distribution platforms. These links offer minimal SEO benefit. Google has instructed since 2013 that such links should be marked with the nofollow attribute.
Link Panda highlights that genuine, high-authority followed links are earned through journalists who choose to report on the press release's subject matter in their own publications. This necessitates a targeted approach and content of significant newsworthiness that appeals to selected media outlets and their audiences.