Distribution of search engine optimised press releases can drive first page results for clients, according to one expert.

Christine O’Kelly, owner of SEO Content Solutions says the formula – which combines approaches from online PR and search engine optimisation (SEO) – works "every time".

By issuing press releases rather than articles, O’Kelly says SEO firms can allow clients to "blatantly" tout their benefits while also generating important backlinks.

However, she added a note of caution: "For a press release to truly be successful, it’s critical that it be focussed around providing useful information for human readers.

"Distributing press releases that don’t offer a real value to your target audience is a waste money and effort."

Last month, Mike Bradbury of Objectware said that SEO and online PR companies could maximise their profits by combining search’s metric-reporting ability with PR’s networking skills.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.