Press Release Writing: Using Press Releases As Part of Your Link Building Strategy

By: Rachel Kuptz

Include Keyword Throughout Release Once you've identified a keyword, write out a rough draft of your press release, making sure to include the keyword throughout your release. The keyword should be included, at minimum, in the header of your press release, one to three times in the body of the release, and at least once in the "About" section of your press release.
Hyperlink Keywords To Relevant Pages On Your Site For press releases services that allow you to include hyperlinks within the release, make sure to hyperlink from the keyword you identified instead of using non-optimized keywords like "click here." While not all press releasess services allow html or hyperlinking, most will allow you to at least include a link back to your site in a resource or contact box, or once in the "about" section.
Consider the Upgrade Option If presented with the opportunity to upgrade, in most cases, do so. Upgrades generally offer you the opportunity to specify the anchor text of a hyperlink or in some cases, include a hyperlink that a free package doesn't allow. Not all upgrades are created equally, though. Consider the page rank, traffic volume, trust factors, and cost when determining whether to upgrade or not.
Distribute the Press Release to a Variety of Services When submitting press releases for link building purposes, don't submit to just one service - instead submit to a variety. Some press releases sites will check to make sure that your release is unique, however, so make sure to distribute to those sites first. Start with the quality sites that have a number of links and tend to be picked up by the press; also re-write some of the verbiage in your release so as to avoid duplicate content. Simple things like re-writing the header or a few sentences within the release can make sure that your release will be picked up by a number of services.
Place Your Press Release On Your Own Site And Link Internally Once you've submitted your press release to a few press release distribution services, you should also make sure that it has a home on your own web site. In a news or press release section of your site, upload your press release, then add in hyperlinks from the keywords in the release, linking to relevant pages on your site. While you shouldn't overdo it on internal hyperlinking, three to four hyperlinks to relevant pages - from keywords - is fine.

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