Press releases? In this economy? You may be surprised at the mileage you can get out of a digital press release.
However, you’re not the only one with doubts about press releases. We offer press releases as part of our marketing (SEO) plans, and we often speak to firms who aren’t sure they see the value in them. Today, we’re explaining why this seemingly old-school technique deserves a place in your suite of marketing tactics.
Here’s what you need to know about the press release revival, from how digital press releases work, why press releases affect SEO, and tips for appropriate and timely press releases.
Press releases have evolved in the digital age
While press releases used to be sent exclusively to news desks and journalists, they have evolved significantly from their traditional roots.
Today, press releases live digitally. Instead of just reaching a few reporters, press releases can reach a much larger audience, including potential clients and referral sources.
Digital press releases can now be published on a variety of online platforms:
Best of all, a press release can live digitally indefinitely.
This document can be archived on a law firm’s website forever, meaning that it can continue to be accessed by visitors long after the initial publication date. Not only does this provide ongoing value for potential clients but it can also improve a law firm’s SEO.
Press releases play well with SEO
SEO works by building authority, demonstrating constant relevance, and increasing the online connections between your online presence and other sites. Press releases can help you on all three counts.
Backlinks: Press releases are effective ways to build high-quality backlinks to your website. When a press release is published online, it can be picked up by other websites, blogs, and news outlets. These can lead to valuable backlinks which can improve your rankings in the SERP.
New content: Press releases can help a law firm generate fresh, relevant content for its website. This new page of content can help with SEO.
Expertise and authority: Regular press releases can help a law firm demonstrate its expertise and authority in its practice areas. Meeting the E-E-A-T criteria can improve your site’s search engine rankings.
Of course, it’s not a good idea to publish press releases for the sake of SEO. Press releases must be newsworthy and they must be relevant to your audience.
Content ideas for press releases
So, what can be used for a press release? Firms often think you can only publish a press release when they win a huge case—but that’s not true.
Here are a few legit reasons to publish a press release:
- A new partner is added.
- The firm sponsors a local community event.
- A partner has a speaking engagement.
- The firm or an attorney wins an award or other recognition.
- Timely tips that have seasonal alignment.
For timely tips, start with your area of practice. Let’s say you represent boating accident parties. During National Safe Boating Week, you could publish a press release titled, “Boating season is here: How to stay safe on the water with tips from XYZ firm.”
Finding the Goldilocks frequency of press releases
Not too many, not too few—you want to publish just the right amount of press releases. Do not share a press release for the sake of doing it. Instead, commit to being strategic and sharing a few press releases per year.
Aim for at least one press release per quarter.
Publish press releases with the right frequency for your firm. Your goal is to stay top of mind with your network and the search engines but not take up unnecessary space without anything significant to say.
Review and next steps
A robust marketing strategy includes press releases—and these are not the press releases of your grandparents’ era. Quarterly digital press releases are a smart way to improve your online visibility and contribute to SEO.
When you have something important to say, we can help you and your website get noticed. Our comprehensive approach to digital marketing spans traditional approaches and cutting-edge techniques. Reach out to our team if you’re ready to propel your practice with expert support.