A well-written online news release is a great asset in any marketing and PR strategy for a very simple reason: it helps customers and search engines find your company. Want to really maximize the benefit? Use hyperlinks in your release. Hyperlinks are pieces of text that literally “link” to a webpage, image or other material hosted online. Links make your content more believable by connecting it to other online sources. They also help you achieve a higher position on search engines.
Links are easy to create. Here’s how to use them.
|1||Link to Your Site|
Include links back to your own website, and to any product or service pages on your site that are relevant to your news. Start by identifying the priority keyword phrases for your business (you should have already done this for your headline and body copy). Then link, or “anchor,” that text back to a relevant page on your website. The link helps your website’s search ranking and also helps drive traffic to it. Make sure to include a link to your website that uses your company name as anchor text as well.
|2||Link to Other Sites |
If your product or service is in a field that’s not widely known about, it’s a good idea to link to a reference page that explains your field, such as a Wikipedia page about your industry. If your news relates to a bigger news story, link to the original story, preferably on an established website such as CNN, MSBC, or Yahoo! News. Linking to well-trafficked, well-respected sites can help your SEO rankings. However, beware of too many external links. You want to drive business, not distract readers. You need them on YOUR website to increase sales.
|3||Don’t Overdo It |
The goal with hyperlinks is to lend credence and professionalism to your release. Too many links, or links to loosely-related information, may send the reader down a rabbit hole away from your news, and could lower your search engine ranking. There’s a balance between keeping the reader engaged and providing enough background information. Avoid overcrowding (and overstimulation) by having no more than one link in each paragraph. It’s better to have a few, quality links than too many irrelevant ones.
Finally, don’t forget to double-check your links. As you proofread the release, click on every hyperlink to ensure they open up to the correct page and no errors pop up. We all know how frustrating a broken link can be — and it’s easily avoided.