One of the best search engine optimization (SEO) tools for drawing visitors to a company site is original content, according to one industry expert.

Roger Janik, president of, says in an article for PromotionWorld that press releases are one of the most effective search engine optimization (SEO) tactics on the market.

Janik says that in addition to promoting a business by explaining the service or product it provides, a press release that is picked up by a news aggregator like Google News can drastically increase a company’s search engine optimization (SEO).

"[M]ost press releases are distributed to both Google News and Yahoo News and once received many are featured in their news search engines," writes Janik. "So if you distributed a press release on a new type of snowboard you produced and you went to Google News and searched using the keyword ‘snowboard,’ chances are it would show up under the results."

This matches similar statements last month from search engine optimization (SEO) expert Bruce Clay, who told at SMX West that press releases with newsworthiness can boost a website’s traffic. Getting original content into Google News is "worth its weight in gold," Clay told the site.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.