Writing by Brick Marketing in B2B SEO Marketing
Large companies typically have a public relations department or firm that handles all of their offline PR. It’s important to integrate offline PR efforts with a search engine optimization campaign to increase exposure and build inbound links to a website. In addition to sharing a press release offline, it should be edited for online use by incorporating links to relevant pages of the website.
Once a public relations department or firm writes a press release, they should hand it over to their SEO team. The SEO team can then add anchor text links where it is relevant to do so. The links need to go to pages of a website that are related to the press release content. For example, if you are launching a new product or service, link to that product or service page. Don’t just add in links to add links.
In addition to adding a link or two within the body content of the release as long as it is relevant to do so, another place to add a link is in the boilerplate of the release. One mistake that is often made is to use the same boilerplate over and over. The search engines like to see a variety of anchor text links pointing to your site. Using the same anchor text too often can actually lead to a penalty.
A good rule of thumb is to write up to 40 custom boilerplates in advance. 20 can be used by the offline PR team and 20 can be used by the SEO team. This provides the opportunity to speak about different aspects of your business and include links to different internal pages. Vary the anchor text links for each boilerplate and include only full URL links on some boilerplates. To switch it up even more, link to social profiles instead of the actual website.
The search engines like to see a diverse link portfolio. If you use the same links over and over in press releases, it raises a red flag. Press releases should only be used for link building when there is a newsworthy event.