The next time you write a press release, don’t forget hyperlinks.
Too many writers do. Or they’re simply unaware of the three most important reasons to include them: they improve your search engine optimization, drive traffic to your website, and amplify your message.
Used correctly, links can also push consumers to take the action you want them to take, whether it’s buying a product or calling for a reservation.
Business Wire has a helpful White Paper, ” Six Tips for Getting the Most Out of Your Press Release,” that you can download for free, and using hyperlinks is one of the tips. The White Paper givest two examples of when you should consider linking. If the release includes a quote from your CEO, link to the CEO’s bio. If the release announces a new business opening, link to a map that shows readers where it’s located.
17 Other Opportunities to Use Links
Here are 17 of my own ideas:
- A sales page, where brilliant sales copy can push consumers to buy your product or service.
- A video that demonstrates how to use the product you’re writing about, or provides helpful tips that tie into the topic of the release.
- A page of testimonials from happy customers.
- A blog post you’ve written where your readers are engaged in a lively conversation about a particular topic.
- An earlier press release that offers more perspective on the topic.
- A podcast that ties into the topic.
- Your online press room where journalists and consumers can find more background information about you and your business.
- Your social media profiles, with a recommendation that readers follow you.
- A page at your website that includes an opt-in box where people can request something like a free White Paper, special report, or list of helpful tips.
- A book you’re selling on Amazon.com.
- A page at your website that includes frequently asked questions.
- A page at your website where visitors will find product photos.
- Quotes from analysts.
- A page where readers can ask you a question about a particular topic. (A great way to generate sales leads!)
- Reviews from customers.
- An online catalog.
- A photo gallery that ties into the topic of the release
But Don’t Go Overboard
A word of caution. Don’t go nuts when using hyperlinks.
Press release expert Janet Thaeler, who was my guest during a teleseminar on how to use keywords in press releases, says a good rule of thumb is one link for every 100 to 150 words in the release. Use more than that, and the release can annoy readers as well as the search engines. It will look like you’re spamming.
If you need more help on how to write press release, sign up for my free email course, 89 Ways to Write Powerful Press Releases.
Those are my ideas. Now, lets hear yours. When do you use hyperlinks in press releases and what kinds of results have you seen?
Hi Joan,
Great article! Quick question: if all of the hyperlinks within my press release are redirecting readers to various pages within my own website, does this still increase my visibility on Google? I’d like to increase our searchability on Google by adding more hyperlinks, but I’m under the impression that the only way to do so is to increase the amount of times my website is mentioned/linked on another reputable website. Any feedback?
Thanks!
Dawson
Stuffing URLs into a press release can hurt you more than help you. You want a URL every 150 words or so, with no more than four in the entire release.
You’ll get much better results from Google and the other search engines if you have inbound links from reputable sites. BTW, do you have a Google profile? If not, make sure you create one.