Sep 01 ' 18 - by admin - Tutorials - 0What Are Anchor Text Links, And How To Use Them In Your Press Release
If you're new to writing press releases, you may be wondering about using anchor text links. Or maybe even what they are to begin with! An anchor text link is just online marketing speak for words that go somewhere when clicked. You see them all the time in your daily ramblings around the web. They're usually underlined and colored, often blue, although modern website templates offer more choices for matching the look of links to a site's branding.
Looks aside, the function of anchor text links is the topic today, and more specifically how to effectively use them in your press releases. Some quick research on the topic reveals some controversy around anchor text links. To quickly clarify before going on, there absolutely IS a right way and a wrong way to use anchor text links. Knowing the right way to use them, and having the right expectations when creating content, is key to success.
First, let's take a closer look at the history of anchor text links and why we're sharing information about this topic to begin with.
Once upon a time, it was a common SEO practice to use a ton of keyword stuffed links all going to a site's homepage in online content - including press releases. The idea was that with content published offsite (not on a company's own website), such as with guest blogs and press releases, the more links from third party sources a site had pointing to it, the more credible the site appeared. When combined with the technique of using high-ranking keywords in third party links, websites that practiced this SEO strategy saw an instant and lasting boost in their rankings.
It was such a popular and effective strategy, that agencies sold "link building" packages, promising website owners a certain number of "backlinks" (links from third party sources linking back to a website) each month. It worked. Search results were riddled with crappy, keyword-stuffed, over-linked content that was effectively clickbait for users conducting legitimate searches for legitimate answers. The result? A website may rank #1, but visitors weren't staying on the site, much less converting on anything.
Users were annoyed. And Google caught on.
In 2012, Google launched Penguin, an algorithm update that stopped giving juice to low-quality content with spammy links. It buried that content in the furthest reaches of the SERPs where no one goes, and in some cases even penalized sites that continued trying to game the system.
SEO experts agreed that anchor text links were dead. But then something incredible came of the change that tanked the rankings for so many sites. The top results in the SERPs were suddenly filled with USEFUL information. RELEVANT content that actually made sense, provided value to readers, answered questions, and helped users have a better search experience.
That was Google's intention. And really, isn't that the ultimate goal when creating content for your brand? Create great content FIRST… then figure out how you can link to related and relevant materials (maybe it's on your website, maybe it's not!) to support your content and create the best experience for readers.
Now let's dig into some specific best practices for using anchor text links in press releases.
The overarching goal of distributing a press release is sharing relevant news about your company to a specific audience (customers, investors, etc.). News that matters to people is more likely to get picked up by prominent publications, catch the attention of journalists, reach a greater audience, and ultimately get read and shared by your target audience.
Five links in a two-sentence paragraph is too many, and Google will see it as spammy. Resist the urge to link to every applicable page on your website. Less really is more if you take the time to plan out your links and make them count by linking to relevant materials that truly support your news.
If you use Online PR Media to distribute your press releases, we allow a maximum of 4 anchor text links. We do this specifically help protect you against accidentally spamming your release with too many links.
The problem that Google Penguin addressed was not just too many links, but too many anchor text links in a site's link profile that matched their onsite optimization 100%. Meaning, if a website is optimized for the phrase "weight loss supplements" and all, or most, of their backlinks are exactly "weight loss supplements," it is clear they're attempting to build links artificially to rank higher. This is the content Google penalizes.
This doesn't mean you can't use keywords in your links. It just means the words and your strategy need to be varied. Here are some considerations:
Getting links back to your website is a normal part of any comprehensive online marketing strategy. Google knows this. Google also knows there are going to be places where you publish regularly - and get backlinks from regularly - that, while not necessarily artificial and spammy, are not organically earned links you want accumulating in your link profile. On the other hand, there will be some mentions and one-off publications and subsequent links back to your site that you definitely DO want in your link profile!
When you create a link, you are allowed to tell search engines whether you want it recognized and indexed, or not.
A "no-follow" link tells search engines to ignore it. It won't be indexed and it won't be counted for or against your link profile. A "do-follow" link is the opposite; it's added to your link profile and the content is appropriately indexed.
Why would you want a no-follow link? Let's talk specifically about press releases. If PRs are a part of your regular marketing plan and you send several (think 2 or more per week), you're going to quickly accumulate lots of backlinks in your link profile. Even if you're varying your keyword and linking strategy, you're going to have some overlap with that frequency. In this case, you may decide to only make the most important and newsworthy releases do-follow links, and set the others to no-follow.
The opposite is true if you seldom send press releases, and you have a really stellar topic. Do-follow links will help your content get found, and ensure the credible third-party links are added to your link profile.
When you upload a press release to Online PR Media, your anchor text links are "no-follow" by default. Again, this is to protect users against accidentally adding unwanted links to their link profile. If you want to make your links "do-follow," simply check the box at upload.
Your linking strategy will be specific to your business, your news, and the resources you're linking to. However, this is a general guide for optimizing the 4 links and full URL in your OPM press releases.
We hope this resource has been helpful in understanding anchor text links and how to use them in your press releases. The best part is that we have expert SEO press release editors on staff who can provide recommendations and editorial tips to help you get the most from your PRs.
Aug 12 ' 18 - by admin - Tutorials - 0Online PR Media’s 6-Step Press Release Strategy Something exciting has happened at your company - a new product launch? a sale or promotion? an award? a new website feature? - you want to share the news! But, how do you get the word out? Using a press release for a newsworthy event is a great way to showcase these developments. Before digging in though, you need to have a plan. Not sure where to start? We've put together a six-step plan to help you integrate ongoing press releases into your marketing plan. Once you master the process, you'll be able to grind out exceptional press releases in no time - dare we say monthly? - to leverage this valuable strategy.
Jul 16 ' 18 - by admin - Tutorials - 0You’ve Written And Published A Press Release – Now What? Press releases are one of the most effective ways to gain visibility for your brand, but they require a bit of finesse in their post-distribution promotion. After writing an SEO press release, there are a few steps you can take to promote the release to ensure it reaches the most people, on the most channels, in the most effective manner possible. Press releases are one of the most effective ways to gain visibility for your brand, but they require a bit of finesse in their post-distribution promotion. After writing an SEO press release, there are a few steps you can take to promote the release to ensure it reaches the most people, on the most channels, in the most effective manner possible.
May 21 ' 18 - by admin - Tutorials - 0How To Write An SEO Press Release
Press releases are a fantastic addition to your digital marketing strategy. When written and distributed correctly, they not only fulfill their original purpose of sharing your company's news, but also support your SEO strategy by creating backlinks on credible news and media sites. As a bonus, press releases that share truly relevant information can go a step further and catch the attention of journalists and customers to increase your brand's visibility and ultimately help drive sales.
The key is writing a press release that is both interesting to human readers and optimized for search engines.
Here's how to do just that.
A lot of companies struggle with press release topics, thinking there's nothing interesting or newsworthy enough going on to share. But the truth is, you probably are sitting on a wealth of ideas!
A big part of writing SEO press releases is using keyword phrases that journalists, and your customers, are using to search for the type of products or services you offer.
If you're new to keyword research, check out this beginner's guide from HubSpot.
In general, you want to identify 2-3 keywords for each press release.
Once you determine your base keywords, you can expand to include longtail keywords as well. For example, if one of your keywords is "kitchen remodel," a complementary longtail keyword might be "kitchen remodel on a budget" or "kitchen remodel trends 2018." These more specific phrases have less competition, but more total searches. Why? Because the average person knows that if they search "kitchen remodel" they're going to be bombarded with an overwhelming amount of results on all things kitchen remodels. But most people are actually searching for something very specific, and they know they can fine-tune the results by clarifying the type of kitchen remodel information they're looking for.
Using longtail keywords in your PR means less competition for those words, which will ultimately help your release rank higher in the SERPs (Search Engine Results Pages).
There are 5 main elements of a press release:
About the Company Media Contact
Let's talk about how to optimize each.
Title: Write a relevant, attention-grabbing title that uses your main keyword as close to the beginning as possible. Title should be 100 characters (with spaces) or less.
Summary: Write a 1-2 sentence summary of the press release using 1-2 additional keywords. Summary should be 175 characters or less.
Body: Write objectively in third person, and avoid overuse of adjectives and opinionated language. Body should be at least 300 words, contain 1-2 quotes, and 3-4 instances of your keywords, with a keyword anchor text link as close to the beginning of the PR as possible.
About the Company: Also called a boilerplate, think of the About section like your company's 'elevator pitch.' Sum up what you do in 2-3 sentences and include a link to your homepage.
Media Contact: If your press release catches the attention of a journalist or customer, they need a clear way to contact you. Designate one person from your company as the media contact, make sure they know they are responsible for fielding calls and emails, and ensure the name, email, phone number and website is accurate and accessible at all times.
No pressure! Seriously though, the thing to keep in mind when writing a press release, even for SEO, is that the information should be timely, relevant, helpful and valuable. Yes, getting your release published on hundreds of media sites is fantastic, but getting real people to READ and TAKE ACTION on your release is the ultimate goal.
Keywords are important for making your press release visible. Content is important for getting your press release read.
Avoid keyword "stuffing" - using the same keyword phrase 20 times is not going to make your release rank better, and it could even have the opposite effect. Most importantly, keyword stuffed content is devoid of substance, so even if it ranks well, no one wants to read it. Aim for using 3-4 instances of your keywords, and work in related and longtail keywords naturally where you can. For example, in addition to "kitchen remodel," you might also use "upscale kitchen remodel" "high-end kitchen remodeling" and "luxury kitchen design" if your press release is about your kitchen remodeling business expanding into the upscale sector. These might not be your target keywords, but they are all related and together they help search engines better understand the context of the press release so it can be appropriately indexed and ranked.
Think "what's in it for me?" - but not actually you. Get in the mindset of your potential customers. Why would this information matter to them? What value can you provide through your press release? Can you be helpful instead of promotional? For example, if you add a new feature to your website, don't simply announce it and dote on how hard your team worked to complete the change on time and on budget... talk about how the new feature improves the user experience for your customers/users/visitors/etc. Why did you think to implement the feature in the first place? What challenges or opportunities did your website users discover that could be solved by adding the feature?
Create a compelling Call To Action (CTA) - you might connect CTAs with sales copy and ads, but you can get creative with CTAs with even the most mundane topic. For example, if your company increased sales by 15% last quarter, instead of just reporting on it, make it engaging. Maybe you introduced a new solution that allowed your customers to grow their business. Or maybe you implemented a new automated system that allowed you to reallocate resources. Put together a downloadable case study that shows other business owners how they can do the same.
When you focus on writing a great press release first, going back and adding optimized links is a snap.
Online PR Media allows you to include up to four (4) anchor text links. An anchor text link is the technical term for clickable words that take you somewhere; meaning, instead of using the full URL in your writing, like https://onlineprnews.com/, you convert it into words, like Online PR Media.
The beauty of Online PR Media's easy uploader is that you simply tell us your keyword phrase and where you want it to link to, and we automatically create the anchor text link within your press release.
You can optimize your links by following these general guidelines:
We hope this resource has been helpful as you get started writing SEO press releases. Here's some great news, too. If you get stumped or have question, we have expert SEO press release editors on staff that are happy to help. Every PR you upload automatically undergoes a review process by our editors, where they will make feedback and suggestions for improvements (unless you opt-out of feedback). If you have specific questions or concerns, simply add a comment to the editor when you upload and we'll be in touch!