"Editorial/Press Release" Style Copy

1 replies
I've been working on a project for a client that is in the tech market for a new service his company is providing. I suggested he go with an "editorial" press release style as a sales page since he's promoting the specific new service, as well as offering some discounts for new customers.

I did two drafts of his sales page, one as an actual press release which he intends to send out to a distribution service, and another as the sales page. The sales page has a different headline, some different verbiage and formatting, but generally identical body content to the press release.

My advice was to set up the sales page as an unlinked page on his site and direct his PPC traffic to that page, which links to the new service page within the copy (customer will be able to sign up for the service through links on the sales page as well).

The anchor text within the actual press release also is linking directly to the new service page. My thinking was that it would be a win/win in terms of SEO and traffic, and the editorial style is perfect for the technical service he's selling.

My concern though, and I should have thought this through better, is that if the press release is submitted with essentially the same content as the sales page it's hosted on, can this harm the services page it's linking to from an SEO standpoint (with Google's hatred of duplicate content, etc)?

Anyone have experience setting up these kinds of "editorial" pages and how they may be integrated into the sales process without indirectly harming any other aspects of the clients marketing/SEO efforts?

Thanks!
#copy #style
  • Profile picture of the author kickmoney
    It's always hard to tell how Google will treat syndicated content--the site that it favors in the SERPs isn't always the original source of content.

    I highly doubt that this will send your clients page into search engine oblivion.

    Anyway, as a copy and content writer. SEO planning isn't really your job is it? HA
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