Aaah, good old urls. We use them daily, we all know how they work. But seldom do we take the time to reflect on how important they actually are.
Every url is a key that opens one specific door. Behind that door you’ll find a certain bit of content, this can be an article, an image, a video or in our case a press release. If you don’t have a url, you don’t exist on the world wide web. It all starts with that.
So you can’t take this lightly, having an url for your online press release has many advantages:
Your press release instantly becomes part of the world wide web and will be findable. If we take a look at all the Prezly press releases we see that 40% of traffic comes from a search engine.
People can refer to your press release in a conversation. This reference aspect is quite important, especially since social networks like Facebook, Twitter, Linkedin are doing so well. 30% of traffic on our press releases come from external sites mostly Facebook, Twitter and Linkedin.
A permalink never changes, never breaks. You can bookmark it, you can link to it. As long as you have the URL you’ll have access to the content.
An archive is only important in the future. If you don’t see the need for it now, it will be important in the future. You can read the history of a brand or organisation by looking at their press release archive.
A url is something all devices understand, almost all new devices shipped these days have some kind of browser integrated into its systems. So once you have a url it will be accessible on most devices now and in the future.
That’s why we’re going further than press release distribution via e-mail with Prezly. That’s just one channel. At the core of our service is the social media press release with it’s own permalink. It’s shareable via any channel you can think of and will be there till the end of times.
In the past, many of our press rooms using a custom domain have encountered issues with multiple versions of the same content on different URLS. For example Proximity/BBDO is using a custom press room domain press.proximity.bbdo.be, at the same time Prezly still hosts the “normal” press room url (proximity-bbdo.prezly.com). This creates two problems:
- Search engines don’t know which version to rank (trust, authority, link juice,…) for query results. It just keeps it separated between both of your press rooms
- The same content is available on two different locations, making it hard to give credit (rank) the “real” owner
When all of this happens, our customers suffer ranking and traffic losses, ultimately resulting in decreased visibility of your press release. Based on findings while monitoring the effectiveness of your Prezly press release in the search engines (read: google) we have decided to come up with a solution for that.
From now on all press rooms that use a custom domain are only available on the primary press room url. We will make sure all distribution of your release using prezly contains that same link. To make sure all “old” (already indexed) PR’s remain active we will redirect traffic to the corresponding pages (using a 301 redirect).
By popular request we decided to bump up two change requests in Prezly’s roadmap.
Press Room Visibility
From now one you can set the Press Room visibility allowing you to set-up a “non-indexable” press room that will not be indexed by search engines such as Bing. And the other ones :p
Visit your press room settings > google analytics and visibility page to update the changes.
Please note that multi-room accounts can individually change this setting on a per-pressroom basis without having impact on your other press rooms.
Whenever we roll-out new Prezly features we always keep Search Engine Friendlyness in account. We do this to make sure that all your press rooms and releases reach maximum visibility making use of industry-standard SEO best-practices and techniques.
As of today we will automatically generate a sitemap.xml in every sitemap to make sure that Google, Bing and others can crawl and index your press release archive.
Our client advertising agency Famous created an initiative that makes it possible to turn the ‘not found pages’ on sites into missing children messages. Via Notfound.org we joined the 1490 websites that help find missing children with their error pages. Read more about the beautiful initiative on the press release of Famous.
If your press releases don’t include video, here’s a persuasive reason to start adding it to your media pitches pronto: according to Pressfeed’s 2012 Online Newsroom Survey, three out of four journalists say they want press releases to include video.
The survey also revealed that just 43% of PR professionals think video is important to journalists, and only 26% thought access images were important or very important to journalists.
The Pressfeed survey showed a number of disconnects between what PR pro’s think journalists want, and what journalists actually want. The main takeaway? Journalists are looking for more multimedia–on your website as well as in your press releases.
Check out the full infographic below.