news release

Use hyperlinks in press releases: Here are 19 ideas

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?

Number 1 press release mistake: A lack of keywords

Most people who email me with questions about how to write press releases ask the least important questions:

How many words should my release be?
What’s the best free press release distribution service?
Can you take a look at my release and tell me if it has the right “tone”?
Should my name and phone number go on the top or at the bottom?

All good questions, actually. But no one has ever asked the most important one: ”How do I research and use keywords in my press releases so the search engines can find them and bring targeted traffic to the release, and then, to my website?”

Bingo.

Most press release writers have a vague understanding or no understanding of how to use keywords. They think a tantalizing headline, scrumptious sub-head, enticing copy, kick-butt quote and even a call to action will pull traffic and convert to sales.

Problem is, if their press releases don’t include the same keywords that people are typing into Google when they want a problem solved, those people might never find their releases. That’s the biggest mistake I see in press releases that people ask me to review.

How press releases have changed

Press release specialist Janet Thaeler, an expert at optimizing releases for the search engines, says most people don’t realize that the world of press releases has changed considerably.

“The press release, as a way to reach the media, is essentially dead,” she said. “There are far better ways than sending out a press release to get traditional media coverage.”

Most of that includes responding to inquiries and building relationships with journalists. Online, you can get visibility through social media, your own blog and by using online distribution services to spread the news.

“Where online releases really shine is in getting you noticed online in search engines where it’s easier for people to find your news and therefore your businesses…Many time the coverage you get online will take you much further than a great story in a newspaper or magazine. You can trace sales directly from a press release.”

Learn more about keywords Oct. 21

Janet will be my guest during a teleseminar at 3 p.m. Eastern Time on Wednesday, Oct. 21. She will discuss “How to Use Keywords: The ‘Magic Magnets’ That Pull Consumers and Journalists to Your Press Releases.”

Did you know, for example, that another big boo-boo in press releases is mentioning your company’s name in the headline? That’s the most valuable piece of real estate on the release, and one of the first places search engines look for keywords.

If you sell environmentally friendly baby clothing, and somebody is looking for what you sell, they won’t type your company’s name into a search engine unless they already know about you. They are more likely to type ”environmentally friendly baby clothing” or “green baby products” or “organic kids clothing.” Those keywords should be in the headline, and throughout the press release.

5 tips for optimizing press releases

Here are only 5 of the many tips we’ll discuss during the Oct. 21 call:

Before you write, do keyword research to learn what words or phrases relate to your news, industry or brand. Wordtracker and Google’s Wonder Wheel help simplify and arrange search results.
Identify from one to three different but related keyword phrases to use, and include them within your release.
If your business serves a local area, use regional keywords. For example: “Los Angeles yoga studio.”
Don’t assume you must use your company name in the headline. That’s one of the first places the search engines look for keywords. People who are searching for the type of product or service you sell, and don’t know about your company, won’t type your company name into the search engines. Use the same keywords they’d use, based on your research.
Use keywords in the first paragraph of your press release.

Hope to see you on the call Oct. 21!