Why Google’s algorithm change means you should use small PR companies

Those with their fingers on the algorithmic pulse ought to have been aware of Google’s latest changes in the form of Panda 4.0. But what will it mean for your business?

Google is renowned for being a smart company. As it strives to provide rich content for searchers, changes have happened to the way in which ranking works yet again. Focused on a developing the most efficient form of search, Google has and will continue to make changes to where results are placed within its ranks. Designed to weed out sites with flimsy keyword loaded drivel in the content pages, as writer I wholeheartedly endorse these changes because they mean more sites will be providing quality content.

In terms of blog posts and regular articles, ensure that your content is being updated regularly and with real information. It’s pleasing to see that many SMBs and SMEs are following this trend; providing solutions to industry specific questions and building relationships with clients.

An article I read yesterday forecasts a bleak future for large PR wires who prefer the tactic of spamming writers with many press releases, bursting with flimsy links but no real content. The great thing about using a small company to write your press release is knowing that it has been created by someone who cares about their company, so won’t rush the release just to make up numbers.

More importantly, a smaller company has a reputation to consider;and as such is less likely to risk spamming journalists. It’s better to take time building specific lists tailored to a journalist’s own preference. I always put a copy of the release onto my Cision news page and promote this using social media as well as sending to relevant journalists, which ensures the release is gaining exposure. This method of distribution takes time and effort to constantly evolve and respond to changes, but that’s how Google are working and more widely how all technology is adapting and small businesses should adapt with it.

It’s a recommended form of distributing to take time to build a targeted list, maintaining relationships by phone call rather than just emails. Effectively, the more penalties incurred by automated press release sites;, the higher benefit there will be to real PR services who genuinely wish to support clients, rather than being overly spammy.

Google is big brother: they are watching you, they know what you’re going to do next and this latest development is ensuring press release distribution companies are taking their jobs seriously and contacting the right people with the right information.

For free, no obligation advice on press release or any other content, please call or email for a chat and I will do my best to help you.