If you repeat the use of a word in your press release, Google will think you are trying to stuff it with keywords and try to trick its index. Repeated words are a big red flag.
The article led to a flood of comments and new blog posts, including “Why Google DIDN’T kill PR agencies” by Gijs Moonen on the Lewis PR 360 blog. He argued that Google’s update is nothing new: Assets in a PR campaign, like press releases, blogs or social media posts, all thrive on relevance. If a story isn’t interesting or appealing to a journalist, a blogger community or social media shares, chances are that it will never have an impact on your client’s campaign. In short: Tricks were never allowed—not before or after Google’s new algorithm. Foremski followed up on the article with Google is forcing a reinvention of PR. The core message remains the same. In the old days, when Google would rank pages based on the number and authority of inbound links, PR was in a fine spot. Now fresh, relevant content that is being shared on social media is much more important, PR must reinvent itself. 2. The PR firm of the future (Gini Dietrich, Spin Sucks) A wholly different view on the future of PR came from Gini Dietrich. She claims that PR professionals of the future should have so many qualities that it’s impossible to find them in one person: