Natural Search Blog

PR for your PR: Publicity for Improved PageRank

After a company has engineered their website to enable search engine spidering, they may then graduate on to understand the importance of link-building. But, businesses often look for quick technical tricks to achieve those vital inbound links without looking towards classic offline business strategies. Press releases and similar types of  publicity can significantly help with linkbuilding, and should be a major component of a business’s search marketing arsenal.

Press Releases for PageRank

One question that frequently comes up in search engine optimization is “How can we get a new domain name to rank well and rapidly?” You may have heard of “The Sandbox” in relation to SEO — this is the concept that newer domain names will not be trusted by search engines, and so pages hosted on those domains may not rank as well as would be expected for unique keyword combinations. Getting good numbers of inbound links can break a domain out of the sandbox effect, but linkbuilding takes time. Most shortcuts won’t work in this area, and you should run screaming the other direction if someone promises otherwise, since participation in link networks can get you penalized with major engines.

But, there is one shortcut that not only can work, but is allowed by the search engines: publicity. While the sudden appearance of hundreds and thousands of inbound links to a new domain name could raise redflags with search engines, the exception is if those inbound links are coming from recognized news sites and blogs. The search engines recognize “burstiness” — the sudden influx of links — in cases where a site has attracted popular attention, and lots of articles and blog postings have come out on a particular subject.

Whether you’re trying to found a new domain name, or increase your site’s overall ranking in the search engines, publicity is one of the most effective methods around. Read on and I’ll outline some tips for getting good PR — both kinds!


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