The discussion about HubSpot’s post on the syndication of social media press releases vs. traditional press releases called my attention again to PitchEngine, a platform for creating and sharing social media releases (SMRs).
PitchEngine is a good tool that provides a useful service and it’s reasonably priced (in fact it’s free if you only keep your SMRs on their site for 30 days). But what caught my eye were the options for archiving releases and creating a custom newsroom.
With archiving you can use RSS to feed links to your PitchEngine SMRs into your own newsroom, as GerberGear does:
Or you can host a custom newsroom entirely on PitchEngine.com, as Brunton does:
Both options create opportunities for additional exposure on PitchEngine and they are useful for sites that lack the resources to maintain their own pressrooms. However there is also a downside. Whether it is individual releases or your entire newsroom, hosting on PitchEngine means that the content is not on your site so your domain loses the SEO benefit of the links pointing to that content. Essentially you are helping to build up PitchEngine.com’s link equity as opposed to your own.
Some may consider this issue a worthwhile trade-off if they feel they will gain greater overall exposure through a third-party site than they would by hosting their releases on their own site. However long-term it is much better to strengthen your own domain as opposed to someone else’s.
I want to stress that this issue is not unique to PitchEngine, it applies to many third-party release hosting services. For example on The New York Times Company’s corporate site press releases are hosted by Thomson Reuters on http://phx.corporate-ir.net URLs:
Last year Todd Defren wrote that social media releases are best kept in your company newsroom for a variety of reasons. Specific to the SEO implications I believe that is still the best approach. Keeping the content on your own domain allows you to benefit from internal and inbound links to both the newsroom itself and individual releases.