Press Releases
Press releases stack authority. When done consistently with the right link architecture, PRs build an authority chain that compounds over time.
PR Link Architecture
Every press release contains exactly 3 links:
| Link # | Points To | Why |
|---|---|---|
| 1 | GMB listing | Sends authority directly to your Google Business Profile |
| 2 | Relevant service page | Deep link to the page you want to rank |
| 3 | Previous press release | Creates a PR chain — each PR strengthens all previous PRs |
The PR chain effect: PR #12 sends link juice to PR #11, which sends it to PR #10... all the way back to PR #1. Compound authority.
3-Keyword Strategy
Each press release targets exactly 3 keywords:
- Primary keyword — main service or topic
- Location keyword — city or service area
- Brand keyword — business name or branded term
Example
- Primary: "emergency plumbing services"
- Location: "South Tampa FL"
- Brand: "Joe's Plumbing"
These keywords appear in: headline, first paragraph, body, boilerplate, and anchor text.
Distribution Cadence
| Frequency | Level | Impact |
|---|---|---|
| Monthly | Minimum | Maintains baseline authority signals |
| Bi-weekly | Recommended | Consistent entity reinforcement |
| Weekly | Aggressive | Maximum authority stacking |
PR Topics That Work
- New service announcement
- Community involvement / charity
- Award or recognition
- Milestone (years in business, number of customers)
- New team member or certification
- Seasonal tips (tie to service keywords)
- Partnership announcement
- Technology or equipment upgrade
PR Writing Checklist
- [ ] Headline contains brand + keyword + city
- [ ] First paragraph answers Who/What/Where/When/Why
- [ ] 3 strategic links placed naturally
- [ ] 3 target keywords used 2-3 times each
- [ ] Boilerplate with complete business info
- [ ] Quote from owner/manager (E-E-A-T signal)
- [ ] 400-600 words (distribution sweet spot)
- [ ] No duplicate content from previous PRs
Recommended Platforms
- Press Advantage — Mike's primary recommendation
- EIN Presswire
- PR Newswire
- Business Wire
Integration with Other SOPs
The press release is Step 9 in the Magic Blog Post syndication chain. Reference blog content in your PR to create a content web:
Blog post → GMB post → Social → PR → all link back to each other.
Related SOPs
- Magic Blog Post — PR is step 9 in the syndication chain
- Brand Identity — PR reinforces Who/What/Where
- Entity SEO — PRs build entity authority signals