Looking for paid links to your webpages? Google officially frowns on paid links to webpages, SEO techniques intended to improve ranking in the search engines. Paid press releases, however, are a traditional way of reaching the media, originating in snail mail and faxes to reach print reporters. They also become part of the historical record when included in aggregated databases used by the commercial search engines.
Press releases have taken on a new life with online news, and the search engines love their immediacy. I attended a webinar by PRWeb entitled "The Key to Keywords: News Optimization for Better Results", and was impressed with their demonstration of using press releases to provide links to webpages. One of the major values is that a link from a press release is from an authoritative website, and you can also control the anchor text.
Keywords are critical to optimizing the value of a press release, paid or free. The speaker, Harry Brooks, Search First Internet Marketing, distinguished two different purposes for keywords. If the primary purpose is traditional public relations for branding and reputation management, then keywords should be broad with careful attention to submission categories. Alternatively, if the purpose is SEO optimization to improve ranking in the search engines, the keyword phrases should be more specific.
So if you are looking for ways to improve findability for your website by adding links, definitely consider the time-tested approach of press releases....they still work!