The Dos and Don’ts of Linking in Press Releases

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Links in Press Releases

As you undoubtedly know, one of the major SEO benefits of online press release distribution is that you can build links back to your website. By thoughtfully embedding links in your press releases, you can drive traffic back to your website and help bolster your search engine rankings (note: while the old press release directories might not carry as much link juice as they used to, your press release links can still increase your search rankings if you publish them on quality sites and especially if your stories get picked up and spread).

Understanding the Value of Links in Press Releases

Adding links into your press releases helps to improve your press release results by:

1. Enhancing SEO:

Links in press releases can improve search engine optimization (SEO) by pointing back to your website. This can increase your site’s visibility and ranking on search engine results pages (SERPs).

2. Driving Traffic:

By including links, you can direct readers to specific pages on your website, increasing traffic and potentially boosting conversions.

3. Providing Additional Information:

Links allow you to offer more detailed information without overloading the press release with text, thereby maintaining its readability

Do’s and don’ts of press release linking


But before you start littering your press releases with links, there are a few basic guidelines you need to follow. Here are the dos and don’ts of linking in your press releases.

Do include keywords in your link’s anchor text

When you include links in your press release, don’t just link using generic phrases like “Click here” or “Visit our website.” In order to get the most SEO benefits from your links, you should include descriptive, keyword-based anchor text.

For example, if you’re linking to a page on your website about red gizmos, you’d want to use keywords like “red gizmos” in the anchor text when linking to those pages. This helps the search engines better classify the pages on your website, and it’s also good for usability as it clearly lets the reader know what will be on the page you’re linking to.

Don’t force keywords where they don’t fit

If you get too caught up in trying to optimize your press releases and the links, you could find yourself trying to force keywords into your links even when they don’t really fit. Only include links and keywords whenever it makes sense within the story to do so.

Remember, your main purpose when writing a press release should be to share a newsworthy story, not to stuff keywords and boost your search rankings. Don’t ever lose sight of that.

Do link to deep pages on your website

Rather than just linking to your home page, link to the deeper pages on your website. This is important for a couple of reasons. It helps you build their search engine rankings, and it allows you to drive targeted traffic to specific, conversion-driven pages on your website.

Don’t include more links than you’re allowed

Press release directories often have rules for how many links you can include in each story, and even if a directory doesn’t have any limitations, you don’t want your press release to be crammed with links because it will look spammy. In general, you should aim for 2-3 links in the average press release.

Common mistakes to avoid in your press release links

1. Over-promotional links

Press releases should remain informational rather than promotional. Links that are overly sales-oriented can detract from the credibility of the release.

2. Broken links

Always check that all links are working correctly before distributing the press release. Broken links can harm your credibility and SEO efforts.

3. Ignoring analytics

Use link tracking tools to monitor the performance of the links in your press releases. This data can provide insights into reader engagement and preferences.

Press release links

Incorporating links in press releases, when done correctly, can significantly enhance their effectiveness. It is a subtle art that balances the need for additional information, SEO, and reader engagement. By following these best practices, you can ensure that your press releases are both informative and beneficial in driving traffic and improving your online presence. Remember, the key is relevance, moderation, and quality, both in the content of the press release and the links included within it.

What are some of your best tips for linking in press releases? Share your tips by commenting below.

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here:

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With havin so much content and articles do you
ever run into any issues of plagorism or copyright
infringement? My website has a lot of unique content I’ve either authored myself or outsourced but it seems a lot of it is popping it up all over the web without my authorization. Do you know any methods to help prevent content from being stolen? I’d truly appreciate it.


What happens when a press release contains the same anchor text and link repeated 3 times?


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