There are a variety of tricks one can use to optimise a web site; but with the Internet being the enormous resource it is, almost all the top SEO firms perform similar practices to improve search engine rankings organically. In this time of tough and relentless competition, how does one get to the top of the rankings and then maintain it, without resorting to a black hat SEO (search engine optimisation) practices? One trickier SEO method is the use of press releases, to constantly update customers and the targeted audience of changes to your web site.

A press release is an announcement or information about the launch or release of a new product or service. This announcement can be made through the news media or other publications. This of course, depends on the product and the audience targeted. It is a public announcement that explains the how, why, when and for what the product or services is introduced. A press release brings about awareness of the product by making it public. As a result, it makes for a great marketing tool. Gaining credibility of the public should be the goal and the focus of a good press release.

The role a press release plays in SEO is twofold. Apart from creating a media buzz through the press release itself, it can also channel traffic with back links to the web site. Online press release directories connect thousands of journalists, editors, publishers and other news casters like bloggers. Thus, the potential for large scale media exposure is high. The increased visibility a press release site can bring is vital to the SEO process. However, a press release must be comprehensive and yet, lucid enough to be dissected by the media that get hold of it.

The ultimate goal of SEO is to create a sustained improvement to the search engine rankings and press release distribution is a significant tool that must not be underplayed by the SEO team handling an SEO marketing campaign. Press release distribution can help direct more traffic, consequently increasing sales and generating interest not just with the customer base but in the media as well. Convonix, a leading SEO UK marketing firm understands the crucial part a press release plays in the optimisation process and with its team of experts can interpret a website's goals to enhance its rankings on search engines across the web.