SEO
Are Press Releases Still Good For SEO?

Every PR professional knows the power of the press release.
Whether you’re launching a new product, announcing a merger, or have any other notable information you want to share, the press release is a great way to distribute that information.
But does it have any impact on your SEO efforts?
If you’ve been around long enough, you may remember when search engine optimizers used them as a way to pack keywords into their sites. Does that still work?
And what’s more – if there is a link between search rankings and quality press releases, how do you walk that line between optimizing them for search engines while still adhering to journalistic guidelines?
Obviously, these are not simple questions to answer, but have no fear; we’re here to guide you.
Read on for more information about press releases and how to employ them as part of your online strategy.
What Is A Press Release?
You probably already know that a press release is an official statement giving information to journalists about a noteworthy event.
It allows you to quickly distribute news (and help shape the narrative around it) to a network of journalists, with the ultimate goal of having it featured on a reputable news platform.
Here’s an example of a press release from Google Cloud:
As you can see, this press release gives readers a quick overview of the news in a headline, fleshes out that information in the subhead, and then dives deeper into the details as the piece continues.
Students and fledgling journalists are often instructed to write these in what is known as an “inverted pyramid,” where the most important information is given upfront.
In case you hadn’t figured it out by now (and we’re sure you did), organizations send press releases for several reasons, including:
- To build a reputation.
- To gain media coverage.
- To control a crisis – publishing your side of the story first is beneficial when things go wrong.
As media technology improved and we moved to a shorter news cycle, companies gained a new reason to send press releases: to gain links from reputable news sites.
And, therefore, boost SEO.
A (Brief) History Of Press Releases For SEO
While press releases have been around since 1906, when Ivy Lee released the first one to cover a railroad accident, they took on new importance in the digital age.
And like everything that boosted SEO success, press release links started out well.
And then came the abuse. (Shocking, right?)
Once people figured out links from top-notch new sites could help with rankings, they began writing all kinds of press releases for all sorts of things – even on non-relevant events like hiring new employees (unfortunately, still common) or changing the color of their carpet. (True story. I seriously saw this one!)
All the spam led Google to notice and penalize sites that carried these links.
The result?
“Newswire” sites have added the nofollow attribute to links.
So yes, you can still get links from press releases.
But since they’ll be nofollow links, they may not help your SEO.
Here’s what Google’s John Mueller said about it in 2018:
“(W)e try to ignore links from things like press releases because we know, in general, companies put the press releases out themselves. So any links in there are essentially placed by themselves.
But if these links happen and they’re out there, it’s not something you need to worry about, because you can’t really take them all back.
I just wouldn’t rely on kind of press releases as a strategy for building up links for a website, because, like I said, we do ignore most of those.”
Are Press Releases Still Relevant Today?
So, if you’re not getting the SEO credit for links from news sites, is it still worth including press releases in your digital strategy?
Short answer: Yes.
However, there’s one important thing you absolutely have to keep in mind. That is why you’re sending a press release.
Is it to:
- Inform people of a big event your company is hosting?
- Announce the release of a new product or service?
- Gain attention for your brand?
- Prevent a crisis from exploding?
If you can answer “yes” to any of these, then go ahead and write that press release.
But if you’re doing it to gain links for your new site, stop immediately.
Even if the “newswire” does link to you, the link may not do anything to help you on Google’s SERPs.
But here’s the thing: That last sentence isn’t strictly true. There is a way press releases can be used to boost SEO; it’s just not in the way you think.
How To Optimize A Press Release To Benefit SEO
While press releases don’t directly impact search rankings, they can boost them indirectly.
For example, you could get featured on a news site and attract people’s interest.
Intrigued by your release, they flock to your site, thus boosting your traffic.
If they love your site, they’ll stay and click through to different pages.
And if your content is amazing, they’ll share it on social media or link to it on their own sites, gaining you (you guessed it!) quality links.
And these will boost your SEO.
So, spammy backlinks gained through low-quality news?
No.
A ton of traffic and backlinks from new fans?
Yes.
That’s how you “optimize” a press release for SEO.
How To Create & Share A Press Release
Now that you’ve been sold on the importance of using press releases in your digital marketing efforts, it’s time to get down to the nitty-gritty of creating and sharing them.
Writing them is a lot easier than you may think. To create your first one, follow these three easy steps:
1. Do Something Newsworthy
No, changing the color of your carpet doesn’t count. Unless you work in the Oval Office – then it might be of some minor interest.
But “newsworthy” doesn’t necessarily have to mean “huge.”
You can simply host an event.
Or you can do a study on something your audience cares about.
You can also tweak a product or service to make it better.
Once you’ve decided on your newsworthy event, make sure to over-deliver.
Give it your all.
2. Write A Catchy Press Release
Start off with an attention-grabbing title your audience will care about.
Like this one from Starbucks.

Make sure your press release is short and reads like a newspaper article.
Journalists love when they can copy and paste directly from it when writing their story.

Important tips to keep in mind when writing your press release:
- Write in the third person.
- Keep it brief (400-500 words is a great rule of thumb).
- Add screenshots and other interesting media.
- Get straight to the point (kill the fluff).
- Speak straight to readers (cut the jargon).
3. Share Your Press Release With The Right Journalists
Whatever you do, don’t spam a hundred journalists, hoping that one of them will write about you.
Do your research first.
For instance, you just did a study that revealed that 56% of mothers are unhappy with their school’s lunch program.
Instead of distributing your press release to anyone whose email address you can dig up, find someone who writes in a related field.
Using a tool like BuzzSumo is a great way to get this information.

3 Successful Press Release Examples To Emulate
Ready to write your own press releases?
Check out these three examples for inspiration.
Mars’ Pledge Press Release

This press release was so successful that several sites picked it up and wrote stories on it.

Boston Beer Company’s New Product Announcement

This press release from the Sam Adams brewer was so successful that several large sites, including CNBC, picked it up.

Vans’ “Stranger Things” Line

Capitalizing on the Netflix hit show, Vans’ “Stranger Things” collection received a lot of coverage in sneaker trade publications, including Sneaker News.
How To Use A Press Release For SEO
Hopefully, by this point, it’s been made clear: Press releases can be a useful tool for SEO, but only if they’re used correctly.
Spamming media sites, journalists, and bloggers with releases for everything in the hope that you’ll receive some publicity aren’t going to help.
On the other hand, if you’re contacting relevant (often niche) publications or other people who are likely to be interested in your newsworthy (never forget this point) event to attract traffic, fans, and following links, then they’re very useful.
Just remember what you’ve learned in this piece: Keep your releases relevant (again, no carpet color changes) and distribute them to the right people; they can play an important factor in driving your site higher up the rankings.
More Resources:
Featured Image: Pressmaster/Shutterstock
SEO
Google Analytics 4 Features To Prepare For Third-Party Cookie Depreciation

Google will roll out new features and integrations for Google Analytics 4 (GA4) for first-party data, enhanced conversions, and durable ad performance metrics.
Beginning in Q1 2024, Chrome will gradually phase out third-party cookies for a percentage of users, allowing for testing and transition.
Third-party cookies, which have been central to cross-site tracking, are being restricted or phased out by major browsers, including Chrome, as part of its Privacy Sandbox project.
The following features should help advertisers “unlock durable performance” while preserving user privacy.
Support For Protected Audience API In GA4
A key feature of recent updates to Google Analytics 4 is the integration of Protected Audience API, a Privacy Sandbox technology that is set to become widely available in early 2024.
This API allows advertisers to continue reaching their audiences after the third-party cookie phase-out.
What Is The Protected Audience API?
The Protected Audience API offers a novel approach to remarketing, which involves reminding users about sites and products they have shown interest in without relying on third-party cookies.

This method involves advertisers informing the browser directly about their interest in showing ads to users in the future.
The browser then uses an algorithm to determine which ads to display based on the user’s web activity and advertiser inputs.
It enables on-device auctions by the browser, allowing it to choose relevant ads from sites previously visited by the user without tracking their browsing behavior across different sites.
Key Features And Development
Key features of the Protected Audience API include interest groups stored by the browser, on-device bidding and ad selection, and ad rendering in a temporarily relaxed version of Fenced Frames.
The API also supports a key/value service for real-time information retrieval, which can be used by both buyers and sellers for various purposes, such as budget calculation or policy compliance.
The Protected Audience API, initially known as the FLEDGE API, has evolved from an experimental stage to a more mature phase, reflecting its readiness for wider implementation.
This transition is part of Google’s broader efforts to develop privacy-preserving APIs and technologies in collaboration with industry stakeholders and regulatory bodies like the UK’s Competition and Markets Authority.
The Protected Audience API offers a new way to connect with users while respecting their privacy, necessitating a reevaluation of current advertising strategies and a focus on adapting to these emerging technologies.
Support For Enhanced Conversions
Rolling out in the next few weeks, enhanced conversions is a feature enhancing conversion measurement accuracy.


Enhanced conversions for the web cater to advertisers tracking online sales and events. It captures and hashes customer data like email addresses during a conversion on the web, then matches this with Google accounts linked to ad interactions.
This method recovers unmeasured conversions, optimizes bidding, and maintains data privacy.
For leads, enhanced conversions track sales from website leads occurring offline. It uses hashed data from website forms, like email addresses, to measure offline conversions.
Setup options for enhanced conversions include Google Tag Manager, a Google tag, or the Google Ads API, with third-party partner support available.
Advertisers can import offline conversion data for Google Ads from Salesforce, Zapier, and HubSpot with Google Click Identifier (GCLID).
Proper Consent Setup
To effectively use Google’s enhanced privacy features, it’s essential to have proper user consent mechanisms in place, particularly for traffic from the European Economic Area (EEA).
Google’s EU user consent policy mandates consent collection for personal data usage in measurement, ad personalization, and remarketing features. This policy extends to website tags, app SDKs, and data uploads like offline conversion imports.
Google has updated the consent mode API to include parameters for user data consent and personalized advertising.
Advertisers using Google-certified consent management platforms (CMPs) will see automatic updates to the latest consent mode, while those with self-managed banners should upgrade to consent mode v2.
Implementing consent mode allows you to adjust Google tag behavior based on user consent, ensuring compliance and enabling conversion modeling for comprehensive reporting and optimization.
Consent Mode integration with CMPs simplifies managing consent banners and the consent management process, adjusting data collection based on user choices and supporting behavioral modeling for a complete view of consumer performance.
Durable Ad Performance With AI Essentials
To effectively utilize AI, marketers need robust measurement and audience tools for confident decision-making.
Google provided a general checklist of AI essentials for Google advertisers. In it, advertisers are encouraged to adopt AI-powered search and Performance Max campaigns, engage in Smart Bidding, and explore video campaigns on platforms like YouTube.
Google also offers a more in-depth checklist for Google Ads, Display & Video 360, and Campaign Manager 360.


More Ways To Prepare For The Third-Party Cookie Phase Out
As third-party cookies are phased out, it’s essential to audit and modify web code, especially focusing on instances of SameSite=None using tools like Chrome DevTools.
Adapting to this change involves understanding and managing both third-party and first-party cookies, ensuring they are set correctly for cross-site contexts and compliance.
Chrome provides solutions like Partitioned cookies with CHIPS and Related Website Sets.
At the same time, the Privacy Sandbox introduces APIs for privacy-centric alternatives, with additional support for enterprise-managed Chrome and ongoing development of tools and trials to assist in the transition.
As Google continues to update resources and documentation to reflect these changes, stakeholders are encouraged to engage and provide feedback, ensuring that the evolution of these technologies aligns with industry needs and user privacy standards.
Featured image: Primakov/Shutterstock
SEO
4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.
magnet:?xt=urn:btih:5546272da9065eddeb6fcd7ffddeef5b75be79a7&dn=mixtral-8x7b-32kseqlen&tr=udp%3A%2F%https://t.co/uV4WVdtpwZ%3A6969%2Fannounce&tr=http%3A%2F%https://t.co/g0m9cEUz0T%3A80%2Fannounce
RELEASE a6bbd9affe0c2725c1b7410d66833e24
— Mistral AI (@MistralAI) December 8, 2023
What Is Mixtral-8x7B?
Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.
Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.
A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.
This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.
Mixtral-8x7B Performance Metrics
Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.
It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.
New open weights LLM from @MistralAI
params.json:
– hidden_dim / dim = 14336/4096 => 3.5X MLP expand
– n_heads / n_kv_heads = 32/8 => 4X multiquery
– “moe” => mixture of experts 8X top 2 👀Likely related code: https://t.co/yrqRtYhxKR
Oddly absent: an over-rehearsed… https://t.co/8PvqdHz1bR pic.twitter.com/xMDRj3WAVh
— Andrej Karpathy (@karpathy) December 8, 2023
This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.
What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.
It’s like having an assistant who can understand complex ideas and express them clearly.
One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.
For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.
This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.
The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.
This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.
How To Try Mixtral-8x7B: 4 Demos
You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.
Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.
User feedback for new models like this one will help companies like Mistral AI improve future versions and models.
1. Perplexity Labs Playground
In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.
In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.


While the answer looks correct, it begins to repeat itself.


The model did provide an over 600-word answer to the question, “What is SEO?”
Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.


2. Poe
Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.
These bots cover a wide spectrum of capabilities, including text, image, and code generation.
The Mixtral-8x7B-Chat bot is operated by Fireworks AI.


It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.
When asked what the best backlinks for SEO are, it provided a valid answer.


Compare this to the response offered by Google Bard.


3. Vercel
Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.


It offers an interesting perspective on how each model interprets and responds to user questions.


Like many LLMs, it does occasionally hallucinate.


4. Replicate
The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”


In the example above, Mixtral-8x7B describes itself as a game.
Conclusion
Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.
As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.
Featured image: T. Schneider/Shutterstock
SEO
OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.
OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing
OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.


The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.
Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.
OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues
This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.
Idk if anyone else has noticed this, but GPT-4 Turbo performance is significantly worse than GPT-4 standard.
I know it’s in preview right now but it’s significantly worse.
— Max Weinbach (@MaxWinebach) November 8, 2023
There has been discussion if GPT-4 has become “lazy” recently. My anecdotal testing suggests it may be true.
I repeated a sequence of old analyses I did with Code Interpreter. GPT-4 still knows what to do, but keeps telling me to do the work. One step is now many & some are odd. pic.twitter.com/OhGAMtd3Zq
— Ethan Mollick (@emollick) November 28, 2023
Complaints also appeared in OpenAI’s community forums.


The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.


A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.


GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.
OpenAI is now only 3.8 stars on Google Maps and a dismal 1 star on Yelp!
GPT-4’s degradation has really hurt their rating. Hope the business survives.https://t.co/RF8uJH1WQ5 pic.twitter.com/OghAZLCiVu
— Nate Chan (@nathanwchan) December 9, 2023
The complaint:


In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”


The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.


This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.


Google SGE Highlights Positive Google Reviews
In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.
The most positive review mentions about the company appear in Google SGE (Search Generative Experience).


Conclusion
OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.
Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.
As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.
Featured image: Tada Images/Shutterstock
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