Leveraging the Power of Press Releases for Improved Local SEO Ranking and Map Pack Visibility: Expert Insights and Strategies
On this episode of “Crushing it with Kitchen Remodeling,” hosted by Mike Goldstein, we dive deep into the latest trends and strategies for promoting a home remodeling business. In this episode, we have a special guest, Lane Houk, Founder of the SaaS Signal Genesis Product, who is also a renowned expert in leveraging press releases for local SEO.
If you’re a kitchen remodeling business owner struggling to improve your website’s Google ranking and local SEO positions, this episode is a must-listen. Mike and Lane discuss how to leverage press releases and generate signals that can boost your SEO game.
During the conversation, Lane shares valuable insights and practical tips on how to use press releases to create a buzz, build your brand, and increase your kitchen remodeling business’s visibility in Google search results.
Whether you’re a marketer, kitchen remodeling business owner, or an SEO enthusiast, this episode is packed with actionable advice that you can implement to take your SEO strategy to the next level. So, hit the play button now and join Mike and Lane for an insightful conversation on leveraging press releases for local SEO in the kitchen remodeling industry.
Topics discussed on the podcast about leveraging press releases to influence local SEO rankings
- Press Release Strategy: How to create an effective press release strategy that aligns with your business goals and SEO objectives.
- Press Release Distribution: Understanding the right channels and timing to distribute your press releases to maximize its impact on local SEO ranking and map pack presence.
- Content Optimization: Tips and techniques to optimize your press release content to improve keyword relevancy and search engine visibility for your target audience.
- Local Citations and Backlinks: The role of local citations and backlinks in improving your local SEO ranking and map pack presence and how press releases can help you earn them.
- Measuring and Tracking Results: The importance of tracking and analyzing the impact of press releases on your local SEO ranking and map pack presence and how to measure your ROI for press release campaigns.
More about this podcast
Hey there guys. It’s Mike Goldstein with Crushing It with Kier and Modeling podcast. We’re back with yet another episode today and we are so lucky we have with us, Lane, how this guy has figured out the way to take press releases and to leverage them in such a way to generate massive local S E O and even enterprise level S E O wins for that. And we’re going to talk with Lane all about that just after this. Are you looking for some fresh ideas to jump start your kitchen remodeling business? Welcome to The Crushing It with Kitchen Remodeling podcast. Your host, Michael Goldstein, founder of Kitchen remodeling S E O, the digital marketing agency, working exclusively with kitchen remodeling contractors and also the author of the ultimate internet marketing guide for kitchen remodeling contractors will provide insights on proven tips and strategies from top experts in this space so that you can take advantage of industry best practices. Your host, Michael Goldstein join Mike as he shares his knowledge each week with an insightful interview or educational segment about how to turn your online marketing efforts into more kitchen remodeling leads and sales opportunities than ever before and we’re back. So we’re gonna bring him with us right now. Lane. Ho hey, Lane, how are you? Hey, great Michael, how are you? I’m fantastic. You know, we, we’re so excited to have you on here. You know, we’ve been, we’ve been talking about this with, with our listeners for the last two shows, how, you know, we were going to have the premier press release to S E O expert on the Globe Lane, how he’s going to show up and he’s going to talk to us all about how we can leverage this and how we can see even better S E O results. But, you know, for those people who are trying the Diy method themselves, um, of course, you know, we work with plenty of the kitchen models, cabinet companies, you know, who work with us and, and we actually have worked with You Lane for, for a number of years, um, using some software that you’ve created. But for people who don’t know who you are, um, tell us a little bit who the heck you are and what is that? You do? Well, all right. Awesome. Thank you. Well, I appreciate you having me on, um, a little bit about me. I’m, um, a husband of 22011 years, a dad, uh, of two boys who are 22010 and 222. And, uh, so that’s a little bit about me personally. Uh, love to fish and hunt and be in the outdoors, do four wheeling, things like that. So I, I do enjoy things when I get away from work on the work side. Um, I cut my teeth back, starting back in 22, um, with a web and S C O agency. I built that, um, into a seven figure agency and, um, throughout the process, you know, S E O was our main, um, like our main solution, the main thing that we provided to um to our clients who are businesses, like how you serve them today. And um uh S E O uh really was the, the number one thing that always helped businesses get the most leads, help them really build their business. So we, I really dialed in and focused in on S E O and it was very manual and very, um I would say even unpredictable in the early years as I was trying to figure it all out. And I, and I uh very quickly um kind of gravitated towards the study that was coming out started in 2000. So it was even even predated me starting my agency. But uh this maz local ranking factors and organic ranking factors study that they started putting out. And so I kind of latched on to that and dug into that. And um we started kind of looking for ways to, to, to generate signals in different categories that, that maz was kind of teaching and it made sense as I dug into the algorithm and researched that it sure made sense that the bot was just looking for signals. So, you know, we um uh we were trying to just do all this manually though in terms of in our, in our own agency. And uh so in 23, uh Matt, my business partner and I um got to work on developing a software solution that would basically take our S E O strategy of generating ranking signals on a kind of on a regular monthly basis. Um And our strategies around content syndication um which was really just rooted in the best practice. Google loves to, you know, and users love quality content. Um And so we would take quality content and then just syndicate and distribute that content everywhere we could, we could get it. Um And, and um a part of that strategy, um we started probably I’d say in 5003 or 2500 with press releases. Um And as I started to use press releases as part of our overall content syndication strategy, um I did notice some things that I thought were fundamentally wrong from an S E O standpoint because really the pr industry predates uh you know, the online world, the digital world. And so I think, um well, I know, I don’t think I know that, you know, the entire pr world, the traditional pr world just looks at it from a, a traditional pr standpoint. And so you know, we um uh we developed software called Signal Genesis uh to solve our own problem um in our own agency. But we strategically decided in the very beginning to develop our software for the agency uh for the industry. Uh So we knew that if we were solving our own problem and our own agency, we would actually end up solving an industry problem as well. And so, um Signal Genesis is uh the, our software. I’m a co-founder with Matt, my, my uh my business partner and uh today we have uh well over 2400 agencies that are using our software for tens of thousands of businesses that they serve um in their various efforts to help them uh enhance their reputation, uh build and get better S E O outcomes, uh deliver more tangible value to uh their business clients and what have you. So that’s a very quick synopsis of me and the business world and who I am kind of where we arrive at today. That’s, that’s awesome, you know, and I can, I mean, I can test, you know, our agency K S E O has been, you know, has been a, a user of the, of the program for almost three years now. And I mean, the benefit that we see is, is monumental, the benefit that our clients see, you know, and you know, and in terms of helping them rank and one of the things that, you know, we love to do. You know, from an S E O standpoint is we take a blog, a feature blog post, 2750 more blog posts, then rewrite that blog post as a press release so that, you know, media outlets, authority sites pick it up and they’ll start, you know, link, you can now generate links, you can have signals that Google is picking up that GMB now G V P CS and all of that. But the, you know, lane one of the things that I find is challenging and, and our, our clients ask us all the time. So let me, let me put to you is, you know, when you’re a service company, like a kitchen remodel or a cabinet builder, you’re not involved in major newsworthy events on a day to day basis. So how do you go about finding those newsworthy events, those topics to cover? Um, so that your pr actually gets picked up? Well, so the underlying premise of, of press releases and, and news is that um news outlets, journalists, whoever it might be, anybody who might want to pick up and publish content is number one, they’re looking for the same thing that Google is looking for. You’re looking for helpful content. Ok. So if you’re a news outlet anywhere in the country, um, if you’ve got helpful content um around a topic uh of expertise, um then you’re already a candidate for getting picked up. Um That’s just one particular you know, a swing at the at bat. The second one is, um, is that journalists are always looking for experts, I guess who they always are looking for, right? Is who’s the experts out there on whatever topic it might be. And so news outlets, media outlets, magazines, digital journals, I mean, the that world has really exploded, uh, over the last five years, especially, um, much like the listing ecosystem exploded, you know, between 2010 and 2015, the online, you know, blogging and publication and digital journal and news outlet uh world has, has really exploded as well. Uh And, and just, you know, before every newspaper that was simply a print newspaper, every single one of them now has one or more websites that they publish to for different localities and for different audiences or whatever it might be. So you’ve had this massive proliferation of the online world. Um and they’re looking for experts. And so I don’t care if you’re a plumber or you’re a kitchen remodeler or you’re an electrician or you’re a doctor or an attorney or uh you know, a chiropractor. It doesn’t matter. The everyone in a local world needs experts like that is looking for experts like that. And so why not lean on an agency who understands the benefits of press releases and understands the benefits of building a authority and expertise that’s, you know, we’re getting to eat and we talk about uh that when I talk about this with our agencies is that a big part of our, the underlying strategy behind our platform is helping to generate eat signals. Um We talk about that a lot. In fact, Google revealed uh this last year that Eat is a part of every search query. Literally one or more of their algorithmic systems is is is touching on Eat uh in, in the, in the generation of a search query. And so um your kitchen remodeler, your home remodeler need to position themselves as experts in their industry. And that’s the kind of helpful, expert, authoritative content that will get picked up. And it just needs to be written with quality and helpful ways and be, I think, you know, the way that you use your headlines and your subhead lines is often ways how you, you strategically position yourself or that company that you’re representing for you as the agency, how you represent that person, that client, that remodeler as the expert in their industry. Oh for sure. And you know, the, the funny thing is, you know, we’ve been doing things with journalists for years. Well, before press releases for S E O became a thing, I mean, I, I can remember 567 years ago using Harrow and I mean, you know, help a reporter out, listen, that that’s what you’re trying to do is, you know, you, if you find someone who will take your quote and they’ll put it in the press. You know, that’s a, that’s a big signal. And one of the great things about using press releases is it’s not just about links, it’s about signal generation. So many people get confused, I think with, oh, well, where are you getting me links? And you know, is it a do follow link and you know, going, going back to, I mean, working with major enterprise companies like I, I have in the past, I know it’s not just about links, it’s about the signal generation, it’s about the mentions. You know, if you, if you can get your name mentioned in a major periodical, Google is gonna pick that up and they’re, they’re gonna identify the entity, they can identify you as an entity and they, you know, they’re gonna make those connections. So it’s not always just about, hey, can I, you know, can I get a link? You know, the press release may get you an intro to somebody who will then mention you in a much larger publication, maybe you don’t get a link but you’re going to get a signal and that’s just as important, I think 100%. Yeah, there’s, there’s multiple categories of signals that a any company needs to be paying attention to. And so agencies who are doing S C O um branding reputation, anything in the, that’s in the digital world, they need to be paying attention to these, all these different categories of signals that um, ultimately influence how, how or what appears in the search results. And obviously, if we’re uh a, a home remodeling company, we want, uh, you know, if somebody, if somebody searches for our company name, number one, I want to dominate the entire page of results, I expect to do that. Like I want to completely control everything that’s being said about me online as a company. And that means controlling all of page one because once you control all of page one, that’s pretty much the, that’s like gonna cover 99% of what’s being said about you online because um you, you go to page two all the time, don’t you? And page three? Exactly. So, you know, that’s job number one from a digital um standpoint is when we launch as a company is we got to control all of page one as soon as possible. And then next we want to start to appear for relevant keywords that people are in our target audience are going to search for and we know factually and data driven. Uh It’s the Google dominates 90 or 4003% of the search results or of the online landscape, right? So the, the, the, the players like Yelp and all these other directories and all that, they’re all, they’re all fighting for the, the less than 10% of the overall search market. Yeah. No, for sure. And you know, and obviously the more signals you generate and the more mentions you get and all that, it’s gonna help your Google ranking. It’s gonna help the local three pack get, you know, getting into those maps. But let’s, let’s take it a step further here. Like, I mean, how do you see the role of social media, what, how that plays into promoting press releases to, you know, and how that plays into building online visibility and authorship, you know, I think social media should be the place to share the links and uh of the articles, the content that you have for your audience and that should include some of those press releases. But like you mentioned, you know, there’s blog articles and that’s part of our, you know, strategy as well. And our white label agency is we uh you know, we deploy a blog article and then do a press release about the blog article and then we’re trying to build topical authority within that, you know, that topical keyword cluster, uh whatever that for that, you know, that, you know, if it’s a home remodeler, then it’s, you know, for all their home remodeling keywords. And so, um yeah, so um you, you’ve gotta definitely build topical authority and using press releases and, and, and so number one, what I’m, I’m getting to here is that, that content should reside originally on the website, right? And then social media should be used to leverage and share more about what’s on your website, right? And because if you can get that referral traffic to the press release or that referral traffic from Facebook to your blog article, then your social signals are really going to matter. Social is really low on the totem pole in terms of overall influence on um on search results. Google social signals is really just kind of low. So, but the referral traffic and the engagement traffic that you can get from social is very high. And so that’s where the two can converge it. It’s interesting to say that because one of one of the techniques and one of the things that I think we worry about as S E O is the link spam updated. And how is Google gonna look at, you know, all these links pointing to your site? And one of the one of the techniques that I have adopted and, and I think you actually might be the one who, who preaches from the beginning is don’t link to your site and these press releases find a find a tier one, you know, Facebook business page, find something, a Google site, a Google entity stacks up like that that then can link to you and then take these press releases and power those up. So I think that it’s not necessarily that the signals that social is, is creating is so important. But how can you leverage the the whole ecosystem so that you’re creating kind of that whole network? That’s the key and and because it, it, the, the game of S C O became much more holistic than purely content on a page and links to that page. Um I mean, that, that, that changed back in two, between 2011 and 2015 in, in a major way. Here’s what happened between those in those four years or so. Uh Google Places uh came out, right? It was Google Places long ago, uh which is now maps or now it’s GDP your Google listing, you know, but that places came out like in 2011 um with places um maps um became this whole advent of local and this whole shift to local, the review ecosystem blew up. So everything from Google reviews to Yelp to every kind of other review site, there’s hundreds of them out there now today, right? So you had the review ecosystem blow up, you had the directory listing ecosystem become something of a of a phenomenon in those same four years. Uh with Google Places really launching that. And then at the same time, you had the, the explosion of Facebook and Twitter and Instagram and linkedin. All of those social platforms exploded almost in the same four or five years. And so all of a sudden the online presence of a company could go, went, went from having a website to having a website to having listings and having reviews and review sites and then having, you know, a really important Google listing over here that had like its own ecosystem unto itself. And uh and then all these social platforms and the other social accounts that you could have a, a presence on. And so the algorithms or the search systems within the algorithm really exploded to, to understand and to comprehend and to measure all of these new data points that are possible for a company. And so if your company just simply sat back in 2010 and left it like it was and just have simply had a website while all these other competitors now have directory listings and reviews and you know, all this social accounts and photos and man, you’ve got left behind, right? And so the algorithm now has accounted for all that. And so if you, you know, as an agency, that’s what we focus on doing, right? As we focus on holistic signal generation and we leverage press releases and the authority that we get from all these news sites to generate ranking signals. But to your point, we can intertwine social and we can intertwine those all sorts of other vehicles to really make this a very, very powerful holistic set of signals where pr digital pr is a good fundamental core component of that. Yeah, I I think that that makes a lot of sense. And so, I mean, so many of my clients when they, you know, when they come to us and you know, we say, well, you know, give us your list of socials? Oh, here’s my Facebook page. That’s, that’s not your list of socials. You know? What, what, what are your citations? Well, I have yelp. You know, and, and a lot of people I think they, they just, they know the big players and they think that’s all there is and, you know, there’s a lot more to it. Um, you know, and I, and I think the more you build out content through press releases and the more you build out content that’s shareable and social and all these different places, it’s, you’re just giving yourself so many more opportunities to, to get found and, and to, as you say, to capture, you know, page one of the, but with, with all that in mind, let’s talk for a minute. Like what are some of the emerging trends that you’re seeing right now? What are some of the best practices in the world of press releases and media outreach relative to, to using them to improve the Google ranking itself? Eat probably is the, you know, and it has been um I’ve been talking about Eat now for four years. Um I uh but it got, got changed and they added another, another e to each, you know, so it was E A T for ex experience, authoritativeness and trustworthiness, excuse me. And now we’ve added a new, a new uh leading e on for experience and then expertise and then authoritativeness and trustworthiness. So they’ve kind of added on experience on the expertise and, and distinguished the two. Um And I, I see the distinguishment that Google made, I don’t know if they just wanted to also, I think make the acronym a little bit more uh unique than, you know, the, the verb, you know, we all eat, you know, every day. Um So now E E A T is the acronym but, you know, structuring your content, positioning, your company as the expert, the authority um in an industry is really, really important. Um And you do that through content, you can do that through written content, you can do that through video content. Like we’re doing today, you can do that through audio content, like a podcast, you can do it through image content. Um really, you should use all mediums because we’re all as human beings, we all learn a little bit differently. Um And so the more mediums of content that you use in your overall content, marketing strategy and even inside of your press release strategy, the better, you know, I I think that that’s interesting, you bring that up because so many people, you know, when they think of press release, they think well, press release is test, that’s something you know, that you would find in a newspaper, right? Or maybe a digital journal. But you know, when, when we create press releases for our clients, you know, there’s always a video, you know, if, if it’s gonna be a press release about a blog post that was done, you know, hey X Y Z company wrote this great piece of content about how do we, you know, why are we facing cabinets is trending right now? And then what we’ll do is we’ll create a video of that blog and we’ll embed that in and then, you know, you might want to look at, well, where are other signals you can grab, you know, how about images, you know, well, did you post it on Google business profile? And you can pull that in, you know, look, you know, looking at even like you said the podcast and there, there are so many different sources of media and people consume content in different ways that I, I think that it’s important to try and figure out what is your audience looking for? How does your audience consume the content? And I’d be willing to bet it’s not the same. Yeah. And, and you know, really in, in this omni channel world businesses need to be on the channel like um you know, just because you don’t think you might pick up a comp a client from Instagram. Well, maybe it will and maybe it’s just the overall compilation of what you’re doing that really makes a difference. But being in all channels, it makes a difference. I, I think especially as the older business owners understand that the the younger generations are now becoming customers, they’re now consumers. Um, and, uh, you know, my, you know, like my oldest is 22. You know, I’m, I was on the bleeding edge of, of, of technology, like, uh, you know, I still remember when the P CS were running and had fans, you could hear, you know, in other rooms and, you know, they sound like they were jet engines running in the office. Um, you know, I remember the, the first, you know, cell phones that were, you know, in these cases that were sat in, you know, in the seat next to you and were attached with a cord still, but they were somehow mobile. Um, you know, so there was that bleeding edge of technology that I, that I grew up with, but now our kids, they’ve grown up with it their entire lives. And so now they’re becoming consumers. And so if companies don’t understand and make that shift to being more omni channel, just because they think, well, my customers only exist in one channel, like you said, like, oh, I got a Facebook page. Um, you’ve got to broaden your horizons and so in agencies, you know, um, you better find an agency that embraces and understands that dynamic and how much it’s changed. Yeah, absolutely. So, the one, the one thing I think we want to touch on before, before we kind of wrap up here is you lane you, you have a company called Signal Genesis. Now, the reason it’s called signal genesis and not, you know, press releases R US or, or something to that extent is because you are generating so many different signals in, in that type of software. So when you’re looking, when you’re looking at creating a press release or, or any piece of content for that matter, that you’re putting on your site, what are the most important signals and what? Well, first of all, what are signals to you and what are the most important ones that I think, you know, that our listeners, they wanna make sure they, they incorporate into their content. Yeah, that’s a great question. So if you know, if I the visual that um that I don’t, I don’t have here because it’s just us talking. But is that pie chart of, of signal categories? And, and it’s gonna, those pie charts just simply change from map pack to organic and waiting. In other words, the categories are nearly identical inorganic. OK? We know we lose the GB P category completely. And so there’s a reallocation there. But um I definitely focus a lot in the on page eat category. In other words, I’m looking for ways to, to, to demonstrate um or documents, experience and expertise um show a authority and that you’re gonna do that in the content. Um And so, um you know, we look at proper use of, of H tags, your section headings, like use your section headings, that is a signal to Google bot as it crawls that content, as it crawls that page when it sees that H tag, that is a different signal than just regular paragraph content. Um, we insert images into signals like you said, videos into this into those are all different signals as long as that content is all relevant and related to each other. So we don’t want to confuse the bot by injecting, you know, a completely different topic of content, but you know, with an image or you know, an audio or whatever it might be, you know, inserting that into, into content. So as long as it’s all related and relevant, um obviously, the link strategy is still important um do follow and no follow. Links are both in um are both valuable and important to generate. Um uh To me, I always envision and look at links are connections whether they’re do follow or no follow. There are connections for the bot, there’s signals for the bot. And so we always want to have related and relevant links, whether they’re no follow or do follow, still make them related. And if they’re not follow, I always want, I always want to um link to more authoritative sources than what I have on my page. Um And so look for obviously noncompeting but authoritative sources there, those are all different types of signals that are really, really important um that you can generate all within one corpus of content. Um The other strategy that we’ve we’ve really embraced in the new year. After evaluating everything that Google did last year was in the terms of helpful content is establishing topical authority by generating more long form blog article content using that to as pillar content and then doing the press release about the pillar content. So I think businesses need to prep themselves to invest more in content um and longer form content to develop more topical authority. We get back to the E acronym, right? Authority is one of those key words, the E the A in there. Um And topical authority is gonna be built much better with longer form content, meaning it’s gonna be 2,000-3,000 words long, not the the the days of 500 words here and 400 words there 750 words there are, I think are really over because uh well, yeah, I just, you know, the search results kind of prove that out. I, I think that’s thin content and I think that the help of content update last August basically wiped all that out, put out duplicate content, obviously. Yeah. Oh, for sure. Absolutely. Um Well, I don’t really think, I mean, you have, you have kind of dropped some real knowledge bombs on us today and I think that my listeners have learned a great deal even, you know, even if they’re not a, you know, an agency on their own and they, they may not be a client. I think that, you know, go talk to your agencies if you’re working with an agency, talk to your marketing directors about how you can leverage press releases to enhance your S E O. Um But with all that said, Lane, if somebody did want to get a hold of you, they want to talk to you, how would they get a hold of you? What’s the best way to uh to get in touch? Yeah, thank you. Um So it looks like you have in your tier down there, the single genesis dot com and my linkedin profile, I’m on linkedin. So feel free to connect with me on linkedin, Facebook Lane, Ahok on Facebook. Um uh But yeah, I would love to connect with anybody who has questions or things like that. Uh You know, we like, you know, I think what you made the distinction early on was that we’re, we’re really a signal generation engine leveraging digital pr as one of the main strategies to generate authoritative signals so that we can actually rank things online because it doesn’t show up on page one from a digital world. Like you said, it’s pretty much nonexistent. And so in order to, if you want to enhance your reputation, if you want your reviews to show up on page one, well, then you have to drive more authority to your reviews and we leverage digital pr in a single generation engine to, to do that uh at quantum agency, you can also look at quantum agency. That’s our white label agency. But yeah, that’s um uh you’ve got my uh my contact information there too, so, thank you. Oh fantastic. Well, I really appreciate you coming on. I appreciate every, you know, all the tips, all the strategy that you kind of dropped on us today. I mean, hopefully we can have you back again sometime soon. Thank you for having me. I really appreciate it, Mike. Uh appreciate the uh time and attention with all your listeners today and hope that they got some value as well. Appreciate it. Thank you. Fantastic. Well, guys, this was Mike and Lane Huk with a, with remodeling podcast, uh tune in next week. We’re actually gonna have a phenomenal session next week. We’re gonna be talking about E OS with one of the foremost experts, a gentleman by the name of Lynn as Lane. I think you may know it as well. Awesome. Yeah, that’ll be great. Awesome. So, all right guys, listen here again, Mike Goldstein Lane. Help Crush with Kitchen Podcast. See you again soon.
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