Your Progress

OFFPAGE FACTORS

100% Complete

Coming Up

SOCIAL SIGNALS

Next Module➞

Looking for video transcript?

See Complete Video Transcript Below...

Show Transcript +

Hi guys, this is Floyd again. I'd like to welcome you back to your next training video. We're still on off-page factors. We just talked about authority back links and now we are going to talk about the next thing, which is press releases.

You may have heard over the last six months to a year that press releases have fallen out of favor with Google and several of the larger sites have been kind of hid and that Google doesn't really like press releases anymore. Matt Cutts made a couple different posts about it on various forums.

Here's the thing: on some level Google considers these to be kind of paid advertisements on one level or editorial type links. That's kind of the public story and that's kind of what's going on in the news. I can tell you from my personal knowledge, my personal testing, I still use press releases and they still work like gangbusters for me. I'll tell you that I use them in a very specific way, and people are telling you they don't work anymore, or that they're possibly even bad for your rankings are probably making some rookie mistakes. Let me tell you the basic elements of what you need to have for a safe press release.

The basic elements you need to have are this. Number one, the links that you put inside of your press release, those are going to be no-follow links. Just forget about the follow no-follow debate, just trust me on this one. Make them no-follow links. That's number one.

Number two, your links inside of your press release are going to be brand links. Again, we're establishing authority here, we're establishing trust, and so the links that are inside of the press release and in the resource box are going to be either bare links or they are going to be brand links. You can probably get a way with a single combo link if it makes sense in the article, like if you, to stick with our Dallas Roofing example. If you can work in the term that ABC Roofing is a trusted Dallas roofer, something like that, and set the Dallas Roofer as the anchor text on a single no-follow link, then that's probably fine. Don't get too upset about it one way or the other. The majority of your links need to be brand and no-follow. All of them need to be no-follow.

There's lots of good templates out there for writing good press releases, you can Google it if you need a basic one. Another key to this, really, is, do a real press release. We're not doing press releases just to get back-links or establish this authority. You're going to pay for this and it's going to be there forever on lots of sites, so do it about something that's newsworthy. If you're having trouble with this, here's some things. You know, we have a new website. That's press release worthy.

We have a new member of our team, a new member of management, a new member of the executive team. That's newsworthy. We've moved locations, we've added products or services, there's always something. One thing that I like to do for my clients that really works out well is I like to use a press release to talk about a new client that they've gotten. That works really cool because the clients like it at well. You're press releases ... ABC Roofing is happy to announce that they will be putting on the new roof for XYZ Mortgage, or whatever. That's a real press release, it looks real, you're not going to get in trouble for doing this.

To be clear about this, at the press release link, you're going to have the body that may or may not have links, and then you're going to have the resource box. The resource box is the part at the bottom that says basically "For information about this, contact so-and-so at such-and-such." When you're doing this, listen very carefully. Do this for real. Again, for the eight millionth time, what we're doing is mocking and mirroring real sites.

I'm going to be giving you my intake document, Excel spreadsheet that I use for my clients and part of that intake client is ... really, it's all the information you need about your client to do everything you need to do for your client. I'll talk more about that when we do citations. The resource box should be a real person with a real phone number and real email address. Don't go making up fake crap. Make it a real person with a real address, a real phone number, all that good stuff. Again, the more real we are, the more safe we are.

Those are the basic rules of the press release. There's lots of ways that you can do this. One way is to write it yourself and submit it yourself, and there's a number of good places to do that. I would stay away from spammy places, like seopressrelease.com or whatever. I don't even know if that's a real site, but stay away from things that are obviously spammy. You can't go wrong with PR Web. Their cheapest distribution right now is, I think, $89. That's probably not a bad value. They distribute to a lot of good places. PR Web is probably the top one. SBWire is another one that's pretty good that you can submit directly to. Then there's a whole bunch of "free ones" that you can submit to. If you're going to do those, just kind of look at them. Look at the PR, look at who else is on there. If you look at the recent press releases and you're seeing nothing but spam, then hit "next".

On the resources for this, I'm going to give you a list of probably 200 places that you can submit to for free if you want to do it. That's the free, cheap way to do it. You can also pay someone on Fiverr to write the press release for you if you want. That's probably a good idea, maybe pay someone to do it the first time and then that will give you that template instead of having to Google one. That'll give you a nice template to use. You can also pay people on Fiverr to distribute these press releases for you. That's kind of a cheap way to do this, but when you're doing that, again, you want to really look at where they're submitting to. Buzzwire, SBWire, PR Web, those are all good. The ultimate goal, obviously, is to get into Google News. That's what we want. We want to get in Google News, we want to get picked up by a bunch of places, and these back links can be really, really cool foundational links for us. Again, what are we doing? It's natural for a real company to do a real press release.

Those are the basics. Now, I'll go into how I do them personally, and as much as possible I'm going to give you a couple options whenever I can to do things for free or cheap and maybe do them a little more premium way or my way.

When I do press releases, I use one particular service. It's a person I found through an online resource and he just does a really good job. His press release, I think it's $80 right now is what it costs, and I would compare it in power to the $300 or $400 PR Web press release. That's my personal opinion, and I had done a little research on it, so I'd say it's fairly accurate. It's for sure way better than their cheap one.

I'm going to show you a report and the resources. I'm going to give this person to you, and he's got an order page and you go there and fill out some information and buy it through PayPal, and he's going to write the press release for you and then he's going to send it back to you to approve. Here's a little tid-bit you need to know on this: his writers are not fantastic. They are not great, so when you get the article back, for sure, no matter what, you're going to want to read and edit it. Do that, and then send it back to him the final copy and he's going to submit it for you. This process takes about two weeks normally to do.

When you're done, you're going to be back a handy-dandy report and that report is going to look something like this. It's going to say "Press Release Distribution Report" and it's going to have the client and he's going to show you, for instance, this shows you where this came up in Google News, so it did get Google News. It's going to show you some of the places it was submitted, but what I really like about this is as you keep going down, you're going to get one of these for every report, he's got all the places where it's at. Here is all the places where your press release is live as of the time of submission.

You see how many of these there are? There's like 200 and something or 300 and something. These make fantastic tier 1 links, so we're using his foundational links and his real links, but also, when it's all said and done, and these links are out there, after a month or two, you're going to see some of these are going to stick on some of these sites that are reasonably powerful, so you can then use them as tier 1 properties to start building links too with Web 2.0 properties or various tools that we're going to teach here. There's multiple purposes, multiple uses for each one of these.

Overall, again, press releases, the key thing to remember here is that you want to no-follow the links, you want to not use many key words as anchor text, you want to use brand, you want to make sure that your resource box is real, you want to make sure that your press release is real and has real information in it.

The last thing that I forgot, and this is actually very important, is you want to publish this on your site first. There's a number of reasons for this, but just trust me on this one. The first step in this, you're going to go ahead and do everything, and let's say you use my guy. He sends you the press release back and you edit it and you like it. Then you can make a post on your site, you can put it on the blog, or on the news or whatever, and then go ahead and get that indexed. Go ahead and do the Google bot that I showed you in earlier training, or use one of the other indexing methods that I'm going to show you later in the course, and go ahead and let Google find that on your site first, then do your press release distribution. That's going to clear up any issues that anyone may be thinking about duplicate content or things like that.

That is it in a nutshell. Again, press release is safe if done properly and that's another thing you're going to see throughout this course, that when you do things ... there's a lot of tool and processes that people are calling bad, and the reality is they're just not using them properly.

That's it for this session, thank you for listening, and I'll see you next time.