Press releases have drawn new attention from Google.

The search engine giant quietly altered its list of unnatural link examples to include “Links with optimized anchor text in articles or press releases distributed on other sites.” They are now “considered part of a link scheme and a violation of Google’s Webmaster Guidelines.”

Google views excessively optimized hyperlinked keywords in press releases as an attempt to “game the system” in obtaining high webpage rankings. For example, you would not link “Chicago car accident lawyer” because that’s an overly optimized anchor text. However, you would link a long tail search phrase or a proper noun or firm name.

This change shows how Google places a much higher value on external links to a website that come about “naturally” – that is, by way of unique content that prompts visitors to link to the content on their own website or blog.

The disapproval of hyperlinked keywords in press releases has commentators questioning the viability of online press releases moving forward.

However, the demise of the online press release is simply not in the cards. The venerable press release is alive and well. Press releases will continue to help lawyers boost their visibility and develop business opportunities.

Create the News

Press releases can cover almost any topic of interest. However, content that is relevant will be more successful.  Particularly relevant topics include hot legal news, firm news and legislative changes.

You can offer timely insights in a press release concerning a prominent news item or new law and distribute the release through newswires, social networks and press release directories. The goal is to connect your content with reporters and news outlets.

For example, if your firm handles pharmaceutical litigation and a drug is determined to be an injury risk, you could put your expertise to work by immediately issuing a press release on the dangers of the drug and the potential legal recourse of injured individuals.

It is likely that potential clients searching the Web for information on the defective drug or a journalist writing a story covering it will find the press release and will want to find out more about your firm.

Generate Traffic to Your Website

Your law firm’s press releases should still link back to your firm’s site, which will provide more detailed information. However, to comply with Google’s guidelines, it should be a no-follow link, allowing real people to still see and use the link, but not Googlebots.

Adding links can help drive traffic to your site, which continues to be a primary objective of search engine optimization (SEO), according to the 2012 SEMPO State of Search Report published by Econsultancy.

Another useful tactic to help boost Web search rankings is to include multimedia options in a press release such as images and video. Images and video engage viewers, break up the text and help readers to retain the information, potentially making them more inclined to share your news release in their blog or on Social Media networks.

Infographics can also be used in your press releases. An infographic is a visual image (think chart or diagram) that represents data and information. Bloggers can easily embed the infographic on their blog, giving you an SEO-friendly backlink to your website. A well designed, visually appealing infographic is more likely to be shared online as well.

Including multimedia in your firm’s press releases not only makes them more engaging and shareable, but can also benefit the content’s ability to rank by increasing the time visitors look at it. The time on site metric is an important page ranking factor.

Press Releases Boost Visibility, Build Credibility

Press releases have long told and will continue to tell stories about new developments, important information or new data. Attorneys are often involved in cases or transactions of keen interest to the public. Press releases help get the word out to the media about potential news stories involving you and your firm.

Similarly, press releases reinforce brand awareness by highlighting noteworthy developments at your firm, such as an important case victory or the hiring of new attorneys.

A finely crafted press release on a precedent-setting opinion or notable jury verdict could spark a news story idea and attract a journalist or blogger to do a larger story. The published article – in addition to providing positive exposure to you and your firm – could garner you a natural inbound link to your firm’s website. Search engines track these backlinks and reward websites that accumulate them with higher search rankings.

Building Relationships One Press Release at a Time

In addition to these benefits, press releases should be a component of your overall content marketing strategy because they help build and sustain business relationships.

An effective press release educates and informs readers by not only providing new information, but also defining and explaining its importance. Why is a recent appellate ruling important? What is the significance of a particular jury verdict in the larger context outside the case? Who will be impacted by a new piece of legislation?

Press releases help build your firm’s credentials as a thought leader that is at the forefront of a particular area of law. Existing clients will be assured they are working with the right law firm and will continue to send you referral business. Other attorneys will be made aware (or reminded) of your expertise and view you as someone to whom they can refer cases.

Distributing press releases through social networks can broaden your exposure and lead to professional connections for client referrals, or even new clients directly.

From a practical standpoint, well-conceived and executed press releases improve the experiences of visitors by providing useful information, and, if appropriate, directing readers to more information on the firm’s website or related blog. Positive “virtual” interactions with your law firm can only enhance your reputation with clients, prospects and other attorneys. This strengthens your brand, builds name recognition and leads to new business opportunities.