Press Releases - Local NY Law Firm

[JQC]

I have a client with a simple bankruptcy website.  If I were to write a press for him using prweb or prnewswire, what are the types of topics I can write about that will allow the content to be picked up by newsoutlets and potential go viral?

Also, should I have multiple anchor texts linking back to my client's website in the press release or just one?  Are there other ways to get credit for the press release outside of creating anchor texts int he write-up itself?

[NakulGoyal]

I agree 100% with you Steve. Thanks. Justin, I hope all this helps.

[stevefidelity]

I'll elaborate on what Nakul has said (all great points)...

If you have something that is truly newsworthy, it will get picked up and generate quality in-bound links, and also generate some qualified traffic. (The idea of traffic is all-too-often lost when we talk about link building). Those links will build up your domain authority. Then, you let your on-page SEO do the work for you. You can have perfect, by-the-book on-page SEO, but if you don't have any links/domain authority, search engines aren't going to give you a sniff. In your case, you're dealing with a relatively competitive vertical, and I would think, the businesses in that vertical are all vying for some choice 'trophy' keywords, and thus, the on-page SEO from some of the top businesses who have invested some money in their site/internet marketing is going to be similar. What's going to separate one from the other in the eyes' of the search engines is the quantity and quality of in-bound links that you have. And press releases are definitely one way of earning (I stress that word) good links.

[NakulGoyal]

Great question and yes, now that's a story. When you do such a press release, it could also be picked up by traditional media, featured on news sites etc. And that;s what you need. What that would do is drive domain authority to your website which is what you need to drive power to this domain to compete. So it could be something like:

XYZ Family Hired Local NY Bankruptcy Law Firm ABC Lawyers.

Bold is the name of the firm, hyper-linked/anchor text. The surrounding text helps.

I would also consider getting listed in industry / legal directories, participate in community law/legal websites etc.

[JQC]

Great points.  Then after one has done keyword research, how does one work to rank for those keywords without anchor texts?  Particularly if you're submitting a press release.

Lastly, what if it was a story about how my client saved a family from bankruptcy and we go into details about the experience of the family?

[NakulGoyal]

I would not suggest doing a Press Release for SEO Only reason. Think about this from a user's perspective:

• 1. Is the reader going to feel he is reading a news or a advertorial ?* 2. Do you have something worthwhile to report via a press release ?* 3. If you were the reader, would you be interested in reading that PR ? And if yes, would you be satisfied after reading it ?

  Next and the most important. DO NOT do anchor text links. After the several rounds of algorithm updates, those kinds of links don't help. If you really get a decent reason to do the PR, do it. But then, just link to the relevant page or your homepage with the name of the business / law firm. Don't do anchor text.

  I know this kind of leads you into a total opposite direction, but with thinking about how many anchor text links, I can see where you were headed. I hope this helps.