• jonnyross

    Very informative article and I think SMB are missing a trick and can learn a lot here.

    I noticed you said place the PR on your own site into an archive. Actually I have been working with a PR agency in Harrogate, UK. The discussion of duplicate content came up. Here is what we decided and my advice. http://www.northernlightspr.com/blog/2011/09/pr-agencies-how-sharing-press-releases-can-decrease-your-own-and-your-clients-google-ranking/

    Would you agree there is a potential issue if you simply add the PR without doing something to prevent the duplicate content issue?

    Jonny

  • http://www.searchengineoptimizationjournal.com/ Nick Stamoulis

    “Promote the press release itself once it’s issued”

    Such an important step that many forget to do! Any piece of content (blog post, article, press release etc.) you create could benefit from a little added push if you want people to read it. You shouldn’t expect people to come to you.

  • http://silvery.com Chris Silver Smith

    Jonny, the devil’s in the details, of course (even if I believe that the “duplicate content issue” has been considerably overblown in many cases).

    A number of things can be done to offset the concern about dupe content: merely link to the main press release from the news archive until some weeks later when you archive a copy on your site, or issue PR that’s worded slightly differently on distribution sites than what you archive, or use the new Author tag to help establish that your site is the authoritative source of the info, store copies in PDF format (which doesn’t fully solve the dupe issue), or even decide to disallow bots from crawling your archive section (I wouldn’t do this latter).

    BTW – duplicate content filtering doesn’t really work by lowering rankings of two identical pieces of content simultaneously — merely, one is allowed to display on the SERP while the other is suppressed and pushed down in the rankings for a particular keyword combo. The differences in construction between a company’s news/PR archive and a press release distribution site usually result in one of the copies being more relevant due to titles, inlinks, site hierarchy, etc.