Many people in marketing, myself among them, feel the best advertising campaigns incorporate a variety of marketing methods. By utilizing a multifaceted approach not only can you effectively reach a wider audience but you often augment the other types of marketing efforts you are making use of.
One great combination of tools to use is search engine optimization and press releases. Search engine optimization alone can be an extremely effective way of bringing targeted web traffic to your site. Press releases do a great job one their own of letting people know about whatever is exciting or new at your company.
When you make use of both of these advertising tools together, the press release can enhance the performance of the search engine optimization effort. By sending out interesting, news worthy press releases you are creating off page content. If you did the release properly, then you have anchor text hyperlinks to specific pages of your website. A successful press release can be a very effective tool in link building for a website. If the story is really news worthy this can have a huge impact on an SEO campaign as many major news outlets may run with the story.
Think about what your business has happening that is new and exciting. If you have an SEO campaign underway, a press release may be a great way to go for you.