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).
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 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.
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 (http://www.ereleases.com), 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: http://www.ereleases.com/prchecklist.html