Case Study: Skyyo Media – Leveraging the Power of Press Releases to Improve SEO Backlinking

Case Study: Skyyo Media – Leveraging the Power of Press Releases to Improve SEO Backlinking

Skyyo_LogoSkyyo Media Inc., is a full service digital marketing agency that specializes in helping small business owners, entrepreneurs, and site owners increase their online visibility.   As they sought a way to help a local plumbing firm, Palo Alto Best Plumbers, increase its search engine rankings, they considered using press release distribution as a way to build backlinks.  Backlinks can help increase a web site’s ranking with Google and other search engines.  A well-written and carefully distributed press release has the potential to aid Search Engine Optimization (SEO) by having news sites link back to the press release issuer.

Download as PDF: Leveraging the Power of Press Releases to Improve SEO Backlinking

Working with EconomyPR.com for an Effective, Newsworthy Press Release
Skyyo selected EconomyPR.com to write and distribute the press release for Palo Alto Best Plumbers.  The challenge they had to overcome, however, was one of newsworthiness.  For a press release to look professional and reflect well on the issuer, it needs to have a real “news hook.”  It must be announcing some news about the company that distributes it.  “People sometimes forget that the word ‘new’ is in ‘news,” said Hugh Taylor, CEO of EconomyPR.com.  “You have to be making a real announcement, even if the purpose of the press release is technical and SEO-oriented.  The press release still has to read right.”

Working with Skyyo, EconomyPR recommended that the press release focus on the plumber’s newly expanded commercial service.  Though the firm had added more commercial services in the last several months, the expansion was newsworthy enough for a press release.  The release, which is shown below, led with the headline, “Palo Alto Best Plumbers Introduces Commercial Plumbing Services in Palo Alto.”  Skyyo instructed EconomyPR.com to make the phrase “commercial plumbing services in the Palo Alto area” into an anchor text link containing the URL for the plumbing company’s website.

SEO with Press Releases - page ranking results from Press Advantage
Page rankings of backlinks picked up by Skyyo Media using EconomyPR and Press Advantage.

Distribution through Press Advantage
After Skyyo approved the press release text, EconomyPR.com arranged for it to be distributed through Press Advantage, a process managed by SEO expert Scott Hammond.  Hammond sent the Palo Alto Best Plumbers announcement out through the Press Advantage system.  Within three days, the results were in:

  • 227 backlinks
  • 168 backlinks on sites that allow images
  • 1 site that feeds into Google News

“We were very pleased with the process and the results of working with EconomyPR.com for an SEO press release,” said Steven Miranda, CEO of Skyyo Media.   “We have improved the client’s standing in search with this press release.”

 

 

Examples of news site pickups of the press release

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The Press Release 

FOR IMMEDIATE RELEASE

Media Contact

Steven Miranda

steven@skyyomedia.com

Palo Alto Best Plumbers Introduces Commercial Plumbing Services in Palo Alto

Maintenance, Repair, Emergency Services Tailored to Needs of Business Customers

PALO ALTO, Calif. – July 15, 2015 Palo Alto Best Plumbers, a long-standing local plumbing provider, announced today that it was expanding into commercial plumbing services in the Palo Alto area.  While the company has performed commercial work over the years, today’s announcement represents a decision to offer a distinct service to business customers.  The company is now making specialized services, maintenance programs, and scheduling times available to corporate clients.

“Any kind of plumbing problem is trouble, but when your livelihood is affected by it, you want it taken care of pronto – and done right,” said Sean Smith, President of Palo Alto Best Plumbers. “That’s what we’re doing with the launch of this commercial service. We are gearing our operation to the unique needs of the corporate client.”

The commercial service, which is available today, offers flexible appointment times to best fit the needs of business customers.  Late night and early morning time slots, which are not typically in demand for residential customers, are often ideal for businesses.  Palo Alto Best Plumbers is able to attend to business plumbing needs at virtually any time.  The service offering includes maintenance and repair, emergencies, and custom specialty projects.  Special programs are available for restaurants, healthcare facilities and residential buildings.  Businesses can now establish regular maintenance contracts for plumbing systems.

Palo Alto Best Plumbing operates throughout the region, performing services in Atherton, Foster City, Belmont, Los Altos, San Jose, Los Gatos and other surrounding towns. The company is considered to be a top provider, with a reputation for integrity and craftsmanship at fair prices.  Palo Alto Best Plumber’s team of plumbers are licensed and bonded.   They use only high quality equipment and supplies along with premium parts.  Services include fixing clogged drains, repairing leaks and faucets, showers, garbage disposals, dishwashers as well as sewage backups, damaged lines and system maintenance.

For more information, visit http://www.paloaltobestplumbing.com/ or call (650) 319-7187.

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Announcing Our New eBook on Press Release Writing

The Entrepreneurial Press ReleaseI am pleased to announce the publication of our first eBook, The Entrepreneurial Press Release.  This book is about press release writing. I wrote this book with the goal of teaching entrepreneurs to write press releases that will drive their businesses forward.   Writing a press release can be challenging, though it is absolutely possible for you to write your own press releases — also known as “announcements” — without the help of a professional. Writing your own press releases can save you time and money. At the very least, learning the process of how a press release gets put together will help you understand how to achieve your desired business goals from public relations.

While the book focuses on press releases, the context is always about making public relations into an effective part of an overall corporate communications strategy.   The book contains a chapter I call the “Ten Minute Communication Strategy Workshop.”  It discusses how to situate PR within the marketing and business process and understand the relationship between press releases and your overall business objectives.

We also take on a topic that gets overlooked in the excitement of writing a press release, which is “Why Should Entrepreneurs Write Press Releases?” This is a great question to ask, because not every marketing campaign or business event requires one.  Public relations is amazing for some communications projects, but it is not always the best way to land a message with potential customers.

The book looks deeply at the press release. We dive into what’s in a press release, the components of the press release and what each of those components does. We get into some style issues, providing some behind-the-scenes tricks used in writing a great press release.  Later in the book, we offer some thinking on how to actually get your news out into the media.  Finally, in a chapter contributed by SEO expert Scott Hammond, we talk about how press releases are relevant in search rankings — if done right.  Doing a press release for SEO is an exercise in nuance. We address some of these issues. The book’s appendices contain a suggested press release template, checklist and an article on press release distribution.

The book is a 46 page PDF document.  You can download your free copy now at http://economypr.com/ebook-signup-form/.

 

 

 

Repurposing the Press Release

If you’re involved in content-based marketing, you know the value of repurposing content.   There are many business benefits that come from transposing one form of content into another.  For one thing, the practice reduces costs and saves time.  Writing an article and then adapting it into a video script or infographic, for example, is simpler and faster than writing an article and then writing a completely new video script.  The other advantage is that you can land your important messages in multiple formats with multiple chances for engagement with prospects.

You can repurpose a press release in several different ways.  Adapting it into a blog post or contributed article is the easiest and most direct approach.   It’s not a difficult process if you remember that the content carries the same story, but in a different voice.   It’s like the difference between a wedding invitation and a personal email inviting someone to a wedding. The invitation says, “The honor of your presence is requested at a wedding to be held on a date at a specific place, etc.”  The email might say, “We’re getting married.  It would mean a lot to us if you were there. Here are the details.” It’s the same message, but stated differently.

A blog version of a press release has the same transposition of voice.  A press release invariably begins with a formal, factual statement such as, “Acme Tech announced today that it has released a new patch for version 3.2 of its Security Suite.”  The accompanying blog might start with, “We’re announcing our latest patch today.  If you have version 3.2 of our Security Suite, you will want to download it…”

A good press release should embody your corporate voice but it is bounded by the norms of press release style.  The blog allows you to be more authentic and direct – “we” and “you,” not “it” and “they.”  The challenge is to write the blog, or any other derivative content, in a voice that matches your overall corporate identity.  There’s a temptation to get overly familiar or slick in a blog, but that should be treated with some circumspection.  You wouldn’t want your blog to say, “Look, dudes, we’ve got a totally radical security patch. Check it out!”  Well, at least I would discourage that kind of tone for a serious business unless it was part of a deliberate shtick used to cultivate an image.

The other issue to address when repurposing a press release is to make sure that repurposed content aligns with your overall marketing and business goals.   If you’re trying to communicate a consistent message over time, across multiple media and user experiences, you have to map it out carefully in advance.  The hard work occurs before you write the press release.  So, while some press releases come about on their own, for their own reasons – such as when there’s a merger or surprise event – most good press releases are part of a cadence of news that maps to a broader communications plan.