Welcome, welcome, welcome everybody to Top Line Live at Five. My name is Brian Devine here with Top Line. And today, we’re going to talk about something a little different and that is press releases. Now, the reason that we’re talking about press releases today is because we’re only spending time trying to figure out what’s going to give clients the biggest bang for the buck and it’s all over the board, when it comes to search engine optimization or reputation marketing. So, we’re constantly researching and testing and trying and seeing what’s happening and what’s giving us the best results. And what we find is that just adding press releases to the mix and it’s not just a standalone only have to do press releases, but adding it to the mix of everything else you’re doing seems to have a really nice positive affect. And one of the things that can happen if the press release has written well is that you can show up in Google news almost instantly.

And if you do a search for your, like, exact phrase. So if you have a title that is a dentist offers, a new type of sedation dentistry in Denver, Colorado, if you do a search for that exact phrase, you’ll be able to see all the news pickups that are grabbing that content and you’ll also start to be able to shorten the phrase and notice that it stays at the top. And also, if you do a new search, it can show up for a long time and every once in a while Google will actually put your press release at the very top of searches that you are trying to rank for it. Now, the caveat of course is that it does not last forever, so once you do a press release like that and you do what’s called an online digital distribution, you are not going to just have that, that listing and it’s going to stay there for the next 10 years. It just typically doesn’t work that way.

Now, there are some industries where it does actually work that way because there’s not enough competition to push it down. Now in dental orthodontic Chiropractic, all of those industries, almost every health care professional is going to have so much competition that that news release isn’t going to stay at the top of search results. Here’s the really cool thing that a press release can do for you is that it creates what’s called a citation. Now, if you don’t know what a citation is, do a quick search here on our channel of whether you’re on Facebook or on YouTube and look under citations for some of the training that we’ve done on citations because the bottom line is a citation is a place on the Internet where you have the exact same name, address and phone number listed for your practice and it is pulled by Google and pulled means that Google found it.

They see that you have certain key words in an article. They see your name, address, and phone number and they relate it back to your website and most importantly your Google map listing. So that’s what a citation is, and when you do a press release and online distribution press release, you’re now getting a couple of hundred of these citations. Now, are they the highest value citations? No, they’re not as valuable as say a Facebook or yelp, even YouTube is still pretty valuable. But it’s because you’re getting so many and there is a short term amount of traffic that goes to those and then comes back hopefully to your site or to your map listing that over time that builds up. And Google is mapping all of that, looking at all of that and it has a really nice positive long term effect.

So that’s what I wanted to cover it today, but I thought this was really interesting because as I was researching some of the new tools and some of the other options that are out there for us to help you get the results that you deserve. I found an article on it, I can’t remember the exact language, but it basically said why online press releases are total waste of money. So of course I had to read it because I want to know, is there something that I’m unaware of. Well, this was written by someone who is a PR professional. Okay. And one of the first things that they said was, there is no search engine optimization value whatsoever, and I’m like, okay, I want to read this. What is it that I don’t know yet because I want to know?

And they proceeded to not actually answer why they believe that to be true and they didn’t look at any stats that statistics and anything really at all. Here’s the thing, if you’re a professional press release company, if that’s what you do, these online distribution forms and the way that we do it for the digital side, it undercuts what they do and of course they don’t like it. So she had this whole list of all these terrible things about it, but it wasn’t able to support any of it. And all of this research that we have, the I have seen that I have created the testing that we’ve done shows that there’s a very strong correlation to having these really solid press releases on a regular basis and it supports everything else that you do.

Now, again, I think I sent it in the beginning, but I want to reiterate, this is not a one and done. This is not like, you just do press releases and you don’t have to do anything else and you’re going to be thrilled with the amount of new patients flowing into your practice. It doesn’t work like that, but it can have a really nice, positive and consistent effect. So please do your research, go out there and check things out and if you have any questions or you’d like our help with some press releases to see what it might be able to do for you, give us a call. Let us know what we can do to support you and we look forward to seeing you next time on Top Line Live at Five. That’s it for me. Bye for now.

 

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